DTH
Star India urges Airtel Digital subscribers to switch
MUMBAI: The slugfests were bound to happen in TV distribution. The time for agreement renewal is nigh between distribution platform operators and broadcasters with content contracts coming to an end. The Telecom Regulatory Authority of India’s (TRAI) proposed tariff and interconnection agreements are being passed around from the High Court of Chennai to the Supreme Court and back without any resolution.
Earlier this month, the Star Network issued a disconnection notice to one of India’s better-managed DTH operators Airtel Digital in an announcement that made waves in TV distribution circles. Now, with the spat between the two continuing, India’s leading TV network has taken the fight to Airtel’s camp.
It has started a digital campaign-for now at least-asking the DTH player’s subscribers to switch to other distribution platforms. Says the network on its Twitter handle: “Attention Airtel Digital subscribers! Star has not increased channel tariffs. Airtel Digital TV is misleading you and unilaterally increasing the prices of Star channels. To continue watching high quality Star entertainment switch to new DTH/cable operator now.”
Attention Airtel Digital TV subscribers! Star has not increased channel tariffs. Airtel Digital TV is misleading you and unilaterally increasing the prices of Star channels. To continue watching high-quality Star entertainment switch to new DTH/Cable operator NOW. #MakeTheSwitch pic.twitter.com/ny8LmmDmdF
— Star TV Network (@starindia) March 23, 2018
The digital video, which is doing the rounds on social media, has a voiceover that states: “You used to pay Rs 200 for the HD pack on Airtel. Now why are you being charged Rs 1,000? You can still get the same price for the same HD channels at around Rs 200! Change to another service provider. To get Star channels in a packet, make the switch.
The video then lists operators like DEN, Fastway, SUN, Hathway, GTPL and Tata Sky that Airtel subscribers can opt for.
We will have to wait and watch how Airtel responds to this direct attack. Will it buckle and give into the rates that Star India is asking for? Or will it hold firm and wait to see if the broadcaster will blink first?
After all, Star has a lot at stake with the IPL coming up in the next fortnight. And it has to recover the humungous amounts it is pumping into the most prized cricketing property globally!
Keep reading indiantelevision.com for further updates!
Also Read:
Airtel Digital TV disconnects Star India channels
TDSAT tells Airtel DTH, Star to negotiate
Tata Sky woos new customers with free Star Sports 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.
