DTH
Sun Direct offers 155 channels for Rs 130 network capacity fee
MUMBAI: DTH operator Sun Direct is now allowing subscribers to select up to 155 channels for a monthly network capacity fee of Rs 130/- plus applicable taxes.
Sun Direct is the first DTH to officially declare NCF allowing more than 100 channels along with the removal of the additional slab. The operator has been offering almost the entire FTA channels bouquet available on its platform on complementary basis with the Rs 130 NCF base pack from the start of the new tariff order.
While most operators have declared Rs 130 as NCF for 100 channels, most of them have been offering hundreds of FTA channels on a complimentary basis with discounted NCF on bundle packs.
The DTH operator had on 24 January declared its network capacity fee days ahead of the switch over to the new tariff order. The network capacity fee payable monthly back then was set at Rs 130/- plus applicable taxes for 100 SD channels. Additional slab NCF was set at Rs 20/- plus applicable taxes for the next 25 SD 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.
