DTH
Star, CODA meet over Tata Sky push in colonies
MUMBAI: Senior Star India executives and representatives from Cable Operators and Distributors Association (CODA) met today to resolve issues relating to Star One and direct-to-home (DTH) marketing methods of Tata Sky.
Star assured the cable TV operators that it would try and arrange a meeting with Tata Sky executives in an effort to patch up differences. Cable operators have been perturbed by the way Tata Sky has been approaching housing societies in Mumbai with the proposal of offering residents a central dish antenna through which it can connect individual installations and offer DTH service.
“We made them understand that we had nothing to do with the Tata Sky distribution system. We assured them that we would take up the matter with Tata Sky and arrange for a meeting with their senior executives,” said Star India distribution head Tony D’Silva. Also present in the meeting were Star India CEO Peter Mukerjea and COO Sameer Nair.
Regarding Star One, CODA representatives told Star that the operators would take a decision after they meet on Tuesday. “We are meeting tomorrow to decide on whether we should withdraw our stance against Star One. We will also decide when we will take our complaint to Tdsat (Tribunal Dispute Settlement and Appellate Tribunal) against Tata Sky,” CODA vice president Ravi Singh said.
Cable operators in Mumbai have pushed Star One into a higher frequency, forcing the channel to move out of its prime band location in all networks across the city.
“We want the Star logo to be out of the leaflet that Tata Sky is distributing in housing societies to rope in DTH subscribers. We put this up in the meeting with Star executives today. We also wanted Star to arrange for a meeting with Tata Sky CEO Vikram Kaushik next week,” said Singh.
The Star Group has a 20 per cent stake in Tata Sky with the balance being held by the Tatas.
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.
