DTH
Service, quality & delivery: DishTV becomes world’s only CMMI L4-assessed M&E company
MUMBAI: DishTV, Asia’s largest DTH brand, has announced that it has become the only Media & Entertainment organization in the world which has been appraised at Level 4 (CMMI-DEV and CMMI-SVC V1.3) of the CMMI institute’s Capability Maturity Model Integration (CMMI) .
This makes DishTV the newest member of an elite club. The SEI website lists only 15 companies, in India, in last three years together which have been certified for Level 4 or 5.
Speaking on the achievement, DishTV CEO Arun Kumar Kapoor said, “We are glad to become world’s first Media & Entertainment Company to receive CMMI-DEV and CMMI-SVC V1.3 ML4 certification. At DishTV, we are committed to delivering products and services of highest quality to our subscribers.”
“With the CMMI LEVEL 4 rating, we have demonstrated that we have built an infrastructure in our programme that clearly shows our on-going commitment to serving our customers with highest standards of service, quality and exceptional delivery in what we do,” Kapoor added.
“However we don’t intend to rest on our laurels. For us, this is an incentive to keep refining and fine-tuning our system and processes in our quest to give non-stop entertainment to our valued subscribers,” Kapoor said.
Capability Maturity Model Integration (CMMI) is a Model developed by Carnegie Mellon University, Pittsburgh USA, to improve process capability of organisations and benchmark capability of organisations worldwide. The first framework of Capability Maturity Model was established in the year 1987. It helps in improving timely delivery coupled with quality and cost effectiveness.
CMMI benchmarking is the most prestigious recognition for IT and IT enabled organisations across the world. This framework consists of five maturity levels. Maturity Level 4 and 5 are known as high maturity levels and organisations assessed at these levels have a capability to quantitatively predict their delivery and quality performance using historical data based statistical models. These organisations demonstrate capability to accomplish and sustain their business objectives and performance.
DishTV India Limited, IT division has been successfully appraised for combined CMMI-DEV and CMMI-SVC V1.3 ML4 in April 2017.
“This continual process improvement journey started couple of years back and with sustained disciplined and committed effort this organizational excellence of “Fast and Flawless” delivery coupled with “Future Readiness” was demonstrated in the rigorous appraisal,” says the leader of the nine member appraisal team Vinit Maheshwari of Maverick Quality Advisory Services (Worldwide CMMI Institute Partner).
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.
