DTH
Star TV India senior executive quits
Urmila Gupta, one of the last executives brought in by former Star TV India head honcho R. Basu, has quit the company. Gupta was in charge of Star TV’s IndiaSkyB, direct to home project, when the government placed a ban on the sale of Ku-band reception equipment in December 1996.
Star TV continued to support ISkyB for nearly two years before deciding to pull the plug on it in 1999 and she was put in charge of strategic initiatives.
Her resignation comes at a time when the government is making all the noises about allowing multiple DTH operators.
In a note to her colleagues she says, “The last few years have seen dramatic changes both within Star and the external operating environment. It gives me a particularly great sense of satisfaction to see that a number of issues we fought for fiercely at different fora have finally been achieved. The draconian and restrictive Broadcasting Bill of 1997 has been replaced by the enlightened ICE bill which finally recognises technological convergence. The liberalisation in the IT and Telecom sector will surely get reflected in the Broadcasting sector. One can also see the end of the DTH tunnel. “
“Thanks to intensive “lobbying” in the last 3 years. The first Indian team had to bear the burnt of deep hostility and suspicion in those early pioneering years but at least now the company can get on with its business including perhaps DTH now . I am sure that the way in which KBC and Star under Peter’s dynamic leadership dominates the Indian TV scenario today, is only the start of greater things to come. “
She adds that she is hoping to pursue one of her long-cherished career goals “with a more hands on role in the creative aspects of production and media management.”
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.
