DTH
Scientific-Atlanta in major push in Belgium, Japan
Scientific-Atlanta, a leading supplier of digital content distribution systems, has entered into a distribution agreement with Mampaey, to provide its cable modems and transmission network products and systems to Belgium’s cable operators.
Some products that Mampaey will distribute include RF amplifier products, Prisma optoelectronics products and WebSTAR cable modems for high-speed Internet access.
Speaking on this Paul Mampaey, managing director of Mampaey said: “This agreement allows us to expand our line of inventory to meet increasing customer demands for high-speed, two-way interactive network equipment. “Scientific Atlanta is counting on Mampaey’s experience in the Belgium cable industry to take the support of product delivery to the next level.
Scientific Atlanta is also looking to consolidate its presence in Japan. Through its local distributor Itochu, the company is currently selling to over 40 addressable systems in Japan. The company is also working closely with the Japan Cable Labs (JCL). Now it has signed a deal with Japanese cable operator Tomen Mediacom which works under the brand name Mediatti. The operator will buy Scientific-Atlanta’s set-tops, digital headend, and interactive applications.
Mediatti is launching Japan’s first interactive TV cable system. Scientific-Atlanta’s job is to enable consumers in Japan to access a wide range of interactive applications using their own national language and character set, including video on demand (VOD), email, Web browsing, electronic program guide. Mediatti believes that the deal gives it a six to 12 month advantage in delivering true interactive applications.
Under the multi-year agreement, Scientific-Atlanta will provide its complete end-to-end interactive TV system solution, including its cable headend, Explorer digital set-tops, interactive applications, and the expertise and support provided by the company’s professional services organization, SciCare Broadband Services
Scientific-Atlanta’s efforts in Japan will result in a platform and applications capable of serving other countries within the Asia-Pacific region. The platform will feature a double byte operating system, which enables input and display of Asian character sets.
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.
