DTH
RC Venkateish’s top 5 predictions for 2015
MUMBAI: The direct to home (DTH) industry is looking forward to an exciting year ahead. The sector, which saw some improved subscriber numbers and Average Revenue Per User (ARPU), is hoping to improve it further this year, while continuing to add more innovative services to its kitty.
According to The DTH Operators Association president and Dish TV CEO RC Venkateish, the overall additions in subscribers, for all the DTH players in the year 2014, were higher in magnitude of 25-30 per cent than 2013.
While the industry faced some challenges in the previous year, with regards to high taxation and DTH licence fee issue, it hopes to have some clarity on it in 2015.
The year 2014 saw some positive growth in Dish TV, as it regained its share leadership for about last three to four quarters. The DTH operator also launched a significant and tactical product in Zing which has helped it to capitalise in the phase III and IV areas.
Indiantelevision.com asks Venkateish to list down his top five predictions for the year 2015:
• 2015 will be an interesting year. It starts off with the ICC Cricket World Cup, which is a very high profile event. This will give a lot of momentum and boost to all the DTH operators, who could also gain traction in the phase III and IV markets. This is also being supported by developments like the new channel launches and talks of rational regulations coming in to keep the supply prices of high definition (HD) under control, so that’s one reliever.
• The year will also see a few operators showcasing some new technologies like 4K, though it’s still very far away.
• One might also see the launch of online consumption media. This trend has started picking up, but currently is at a nascent stage.
• For Dish TV, we will continue to strengthen the share leadership in all the segments. We will expand Zing to other geographies during the course of the year. We will push new technologies and there will be a couple of new products which will be launched around these new technologies.
• Overall, we go in to the New Year on a very positive note, and with the kind of plans we have, we hope we can sustain the kind of growth we gained in 2014.
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.
