DTH
Sony, Hathway expect to resolve connectivity dispute soon
Sony Entertainment Television and the Rajan Raheja-owned Hathway Cable & Datacom are hopeful that their ongoing dispute over paid connectivity will be resolved in a day or two. Sony has switched off its bouquet of channels – SetMax, AXN, CNBC (paid services) and the currently free-to-air SET to Hathway – in Mumbai, Pune and Nasik in the western state of Maharashtra.
Industry sources say that Sony wants Hathway to increase the declared connectivity of the bouquet. When Sony has signed a deal with the Hinduja-promoted InCable for a 30,000 subscriber base there is no justification in Sony’s demand that its base be hiked above that (way higher than that it would seem) is the Hathway argument. “Ask Hathway what is the declared connectivity of Star Sports,” Sony’s senior VP franchise channels & distribution Shantonu Aditya counters, when it was put to him that the increase sought was too high. He, however, clarified that discussions were on and would be resolved sooner rather than later.
Hathway’s other complaint is that while Sony is set to go pay from 1 September, it has already demanded an increase in the rate of its bouquet to nearly Rs 26.
The Sony signal has been on and off the Hathway feed for the last month or so in the three Maharashtrian cities and the issue at stake seems to be more in the area of parry and thrust than an all out confrontation between the two parties.
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.
