DTH
Reliance ADA group to hive off DTH operations
MUMBAI: The Anil Ambani-owned DTH service Reliance Digital TV which claims to have a five million net subscriber base and an estimated two million active connections is likely to be hived off in to a separate company. For the past three or four years, Reliance Communications, the parent company has been seeking a buyer for the venture. It had spoken to Sun TV in the past but the valuations and expectations did not match what the former was willing to pay for Reliance Digital TV. Unconfirmed reports say that the company had inconclusive conversations with other potential partners too. Hence, it has decided to go for a spin off of its DTH service business which has been relatively stagnant.
Reliance Communications, the parent company of Reliance Digital, is being driven to do this to pare its debt-EBIDTA ratio. Speaking to investors yesterday RCOM CEO (consumer business) Gurdeep Singh said that the idea was to bring that number from 4.64 currently to about three in 18-24 months. Other assets that could be seeking buyers include equity stakes in its international operations at Reliance Globalcom, and in its tower unit Reliance Infratel.
“We are looking to bring down our debt-to-EBIDTA ratio to around 3 within 18-24 months and are looking at monetizing our non-core assets to deleverage the balance sheet,” Reliance Communications (RCom) CEO (Consumer Business) Gurdeep Singh informed PTI. He added: “For this, we are looking at hiving off the DTH business, stake sale in our international operations at Reliance Globalcom, monetization of our real estate assets, as well as a possible divestment in Reliance Infratel, which handles our towers portfolio.”
The group earlier this week announced the merger of its wireless business with another telco Aircel. It is also looking to raise $1 billion (approximately Rs 6,686.5 crore) in equity to expand the venture and make possible payments to the government for mobile spectrum use.
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.
