DTH
PEMRA petition in DTH case admitted in Pak SC
MUMBAI: The apex court of Pakistan on Thursday admitted for hearing an appeal filed by the Pakistan Electronic Media Regulatory Authority challenging a Lahore High Court order of 28 December 2016, that had set aside PEMRA regulations prohibiting television broadcasters from entering the Direct to Home (DTH) market.
SC’s five-judge bench headed by Justice Gulzar Ahmed granted leave to appeal after hearing the arguments of PEMRA counsel Salman Akram Raja, the Dawn reported.
Advocate Raja argued that Pakistan’s television broadcast market is dominated by 10 television channels out of a total of 90, in terms of market share and advertising revenue. On 24 November, 2016, PEMRA had auctioned three DTH licences for PKR 14.69 billion with the aim of stopping the proliferation of ‘illegal’ Indian DTH broadcasts which were causing an annual loss of billions of rupees to the national exchequer. The highest bid was raised by Mag Entertainment for PKR 4.91 billion, respectively followed by M/s. Shahzad Sky for PKR 4.90 billion and M/s. Star Time for Rs 4.89 billion. PEMRA had issued non-exclusive licences for 15 years to the three companies.
PEMRA argued that if the broadcasters were to be allowed to enter the DTH market, one or more of the larger broadcast channels would end up controlling the distribution of the content while monopolising one-third or more.
Earlier, the Lahore High Court has requested PEMRA to start the bidding process for direct-to-home (DTH) licences again, after it declared the auction void.
Pakistani DTH services would have countered the sale of Indian DTH services in Pakistan, which leads to annual transfer of between US$ 200 million to US$ 350 million to India on account of subscription fee.
Also read:
Pak DTH: Mag, Shahzad & Star Time to start ops in a year
Pakistan gets tough on Indian DTH & content
DTH
Dish TV launches ‘Kuch chhota sa’ campaign for TV flexibilit
New campaign highlights 190+ channels, Always-On service, Rs 99 Freedom Pack.
MUMBAI- Sometimes, the smallest remote click can fix the biggest daily friction and Dish TV is betting on exactly that insight. The company has rolled out a new campaign built around the thought ‘Kuch chhota sa karne par, life hogi behtar’, turning everyday viewing annoyances into a case for simpler, more reliable television access.
The campaign taps into a familiar household reality: millions of viewers continue to rely on free-to-air channels but increasingly want the flexibility of premium content, often ending up with a patchy and inconsistent viewing experience. Dish TV positions itself as the middle path—a structured yet flexible alternative that promises continuity without complexity. At its core is the pitch of an “Always-On” service, designed to keep content accessible even when recharge timelines slip, effectively reducing one of the most common friction points in DTH consumption.
To strengthen this proposition, the platform is offering access to over 190 channels, alongside a flexible pricing hook through its Freedom Pack, starting at Rs 99. The pack is positioned as a seasonal companion particularly relevant during high-engagement periods such as cricket tournaments, school holidays and festive windows, when content consumption spikes but users may not want long-term commitments.
Conceptualised by Enormous, the campaign unfolds through two master films and three short edits rooted in slice-of-life storytelling. From a husband quietly navigating around his sleeping wife to siblings striking a compromise over a coveted window seat, the narratives lean into humour and relatability rather than heavy messaging. The underlying idea remains consistent: small adjustments can meaningfully improve everyday experiences.
The rollout spans a full 360-degree media mix, including television, digital platforms, on-ground activations, point-of-sale visibility, Google Display Network placements and influencer-led content, signalling a push for both scale and contextual engagement.
As viewing habits continue to evolve in a hybrid ecosystem of free and paid content, Dish TV’s latest play reflects a broader industry shift where reliability and flexibility are increasingly positioned as differentiators, not just add-ons. In a market crowded with choice, the brand’s wager is simple: sometimes, it’s the smallest tweak that keeps audiences tuned in.
