DTH
Sun Direct partners Harmonic to add 80 HD channels
MUMBAI: DTH operator Sun Direct (Sun) has taken up a new HEVC media processing solution from video delivery services, Harmonic, which will enable it to entertain its viewers with 80 extra HD channels.
Using Harmonic’s Electra X2 encoder and Prostream multiplexer, Sun can stream extra channels from existing four transponders at low bitrates.
“Today’s television viewers want exceptional video quality and a broad selection of channels. When we looked into expanding our HD service offering, we needed to partner with an expert in satellite deployments and encoding efficiency,” said Sun Group CTO S Kannan. “Harmonic enables us to deliver more channels using the same amount of transponder space so that we can focus on increasing subscriber satisfaction and revenue growth.”
The Electra X2 uses encoding to improve video quality while its integration with ProStream enabling Sun to increase bandwidth efficiency. The ProStream processor maximises transponder savings, supporting up to 100 statmux services per platform. Sun’s entire system workflow is IP-based and controlled by Harmonic’s NMX network management system.
“Sun Direct plans to roll out additional HD STBs this year, and Harmonic is leading the way in helping the operator capitalise on the associated higher subscription rates. They primarily chose Harmonic for outstanding encoding efficiency, pristine video quality and our long-term and continued deployment support,” said Harmonic APAC vice president sales Tony Berthaud.
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.
