DTH
Prasar Bharati may get relaxed terms on DTH equity cap
NEW DELHI: The Indian government is contemplating whether pubcaster Prasar Bharati, which manages the affairs of Doordarshan and All India Radio, can be given some concession in direct-to-home (DTH) television services as far as a media cap of 20 per cent is concerned.
According to information and broadcasting ministry sources, national and pubcasters ought to be given some waivers where guidelines are concerned and the issue is under active consideration of the ministry.
“A final decision in this regard of waiver of equity cap would have to be taken by the I&B minister when Doordarshan starts a country-wide DTH service and the platform would have pay as well as free to air private satellite channels, apart from DD channels,” a source familiar with the developments said.
At present, as per guidelines, in a DTH venture a broadcast or a cable company cannot hold more than 20 per cent shareholding. In addition, there is also a 49 per cent foreign shareholding cap in the total equity of the company.
If the guidelines are to be implemented, then DD, planning to start a limited DTH service soon to be expanded into a full-fledged service later, can hold only 20 per cent equity in the DTH venture and would have to find partners, preferably Indian, for the remaining part of the shareholding.
I&B ministry sources said that since DD’s soon-to-be-started DTH venture, for which an okay has been given by the ministry, is limited to North East part of the country where cable and terrestrial television is difficult to take, the media cap of 20 per cent won’t be applicable.
The proposal, however, is awaiting a green signal from the Cabinet Committee on Economic Affairs as the investment envisaged is too big for the I&B ministry to clear.
Meanwhile, the search for a new director-general of Doordarshan is on at an informal level as the present incumbent, SY Quraishi, still hasn’t got any orders for a new posting. Contacted by indiantelevision.com I&B minister Ravi Shankar Prasad refused to comment on the DG issue, though information available says that Prasar Bharati CEO K.S. Sarma had a meeting with the minister today.
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.
