DTH
Star’s DTH plan high on Guthrie’s India agenda: report
MUMBAI: Star’s Indian DTH platform is a priority for newly appointed Group chief executive Michelle Guthrie, as is “getting paid for the subs (subscribers) we aren’t getting paid for.”
These are some of Guthrie’s thoughts on her newly acquired position and plans for the future given in an interview to the monthly magazine Television Asia .
Also high on Guthrie’s agenda is a hunt for new channels in India and elsewhere. The India channel roadmap includes a children’s channel (Disney??) and a companion to the loner at the top, Star Plus (free-to-air Star Classic??), she says in the interview. “I think there is a lot more advertising growth left in the [Indian] market,” is her assessment.
“In India, the TV ad market is $500-$600 million. We are going to bump up against that. If we have even 100 out of 100 programmes, the ad pie is going to constrain our growth unless we start growing the pie,” she tells Television Asia . Guthrie’s long term plans include trying to expand the TV advertising markets in the countries in which Star operates, to expand the subscription markets, and “really, to readdress the balance of where that subscription money goes.” Guthrie did express satisfaction that subscriber declaration in India had “doubled in the last three years from five million to more than 10 million.”
As for DTH, she is hopeful that arrangements can be worked out so Star can get a licence next year ,”so that we can launch as soon as possible.”
The Television Asia article quotes a September 2003 Deutsche Bank report as valueing Star India at between $1.8 billion and $2.4 billion. If we accept the upper figure, it means that Star India accounts for 80 per cent of the total value that Star Asia is pegged at – which is $3 billion. The Deutsche Bank report projects Star Asia as growing to a $4.5 billion valuation by 2006.
Guthrie, who pipped several contenders to the post, surprising many regular media observers, joined Star in Hong Kong in June 2000. Before that, she was director of legal and business affairs at Foxtel in Australia. She also worked as corporate counsel in London for News International and British Sky Broadcasting (BSkyB). She joined News Corporation in 1994 from Australian law firm Allen, Allen and Hemsley.
While she doesn’t rule out the platform acquisition route, she does maintain that India and Greater China will remain Star’s core markets. It is scale and content that have worked to Star’s advantage particularly in India, Guthrie tells Television Asia.
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.
