DTH
Star India, Airtel Digital TV bury the hatchet
MUMBAI: Direct-to-home (DTH) operator Airtel Digital TV and Star India, in the aftermath of a public spat, have joined hands and reached an agreement.
“Airtel Digital subscribers will continue to get uninterrupted access to all of Star’s programmes including Vivo IPL, following an agreement reached between Star and Airtel. Both parties would like to assure their subscribers that the two companies are committed to bringing more and more high-quality content and experience to their consumers,” Star India tweeted on Saturday.
The move will ensure that the Airtel Digital TV consumers will get access to Star India channels, which includes the Indian Premier League (IPL) telecast on Star Sports network.
News Update: Airtel Digital subscribers will continue to get uninterrupted access to all of Star’s programmes including Vivo IPL, following an agreement reached between Star and Airtel. https://t.co/oRpZuNdUuF pic.twitter.com/llKguAECQq
— Star TV Network (@starindia) March 31, 2018
Earlier, both parties had decided to opt for reference interconnect offer (RIO) or a la carte deal as the negotiations on renewal was not moving forward. Had the agreement not been reached, Star channels would have been removed from Airtel Digital TV’s packages.
The Telecom Disputes Settlement and Appellate Tribunal (TDSAT) had directed Star and Airtel to either enter into a negotiated agreement before 31 March or else go the RIO deal will come into effect from 1 April.
After the TDSAT order, the two parties indulged in a virtual slugfest running ads and scrolls accusing each other of being unreasonable. While Airtel accused of increasing prices of its channels Star retorted back by asking Airtel Digital TV subscribers to switch to other platforms to get Star channels without any additional cost.
The agreement between Star and Airtel had expired on 31 October. The previous agreement was extended by Star during the period of negotiation.
Also Read:
Airtel Digital TV hits back at Star India
Airtel Digital TV disconnects Star India channels
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.
