DTH
Sify capitalises on TV’s talent hunt craze as auditions go online
MUMBAI: Aspiring contestants waiting for endless hours in maddeningly long queues, organisers struggling to cope with the logistics pressure and complications – all kinds of chaos break loose when television channels conduct their national auditions for talent hunt shows.
Sify Limited has spotted a good revenue opportunity here and is offering to make the whole process much simpler with the use of its national Iway network.
The company has already associated with national networks such as Star India and Zee to offer them online solutions for the audition process. For example, Zee TV has associated with Sifymax for the video auditions of its upcoming talent hunt show Cinestars. The auditions will be held in 154 cities across India using the technology edge of Sify’s 3400 plus iWay cyber cafes.
Similarly, Star India’s Vijay TV conducted video auditions for its comic hunt Kalakka Povadu Yaaru 2 (KPY 2) through Sify Iways in June.
“Sify is ideally positioned with the Sify Iway network (over 3000 Iways across 154 cities) and the broadband portal, SifyMax.com, to manage massive customer video interaction activity like the Zee CineStar activity. The customer can take the tutorial on SifyMax and the auditions can be recorded at the Iways or uploaded online on SifyMax.com. The customer is charged for these services,” explains Sify Ltd Portals president V Sivaramakrishnan.
Zee TV marketing head Tarun Mehra agrees, “Zee Cinestars is an all India contest and understandably the auditions demand a lot of hard work. But, with the help of Sifymax, we have simplified the whole process. The technology lessens the load and this helps us to channelise our resources to the other areas of the project.”
Sify will be soon exploring the facility for an in-house talent hunt, the Net Jockey Hunt. The contest will be conducted at popular Malls in Mumbai for its city specific broad band portal www.mumbailive.in.
Speaking on the strategy, Sivaramakrishnan offers, “Without any registration /subscription fee, we reach out and offer value added services (entertainment and information content in video format) to this segment. Almost 34 per cent of the Sifymax users access the internet via cyber cafe, through the Sify Iway cyber café chain. Hence we are leveraging on this huge strength.”
On the revenue front, Sify is expected to push this revenue model to deliver this fiscal. However, Sivaramakrishnan refuses to divulge the target. “It is early days to comment on this,” he says.
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.
