DTH
Swaraj swings towards private broadcasters on DTH?
Is information and broadcasting minister Sushma Swaraj listening to the pleas of wannabe players that the country should not take the open architecture route on the DTH television front? (All broadcasters have been unanimous that this would make DTH a non-starter.) If one goes by statements being attributed to her, it appears as though she is, though she might well be playing to the gallery in order to keep the groaners at bay.
A local business daily has her reportedly telling reporters that that there was no technology which allowed a set-top box to access any number of DTH services. “At most, two DTH services can be accessed,” she had said.
Swaraj, reportedly, made these statements after being taken on a tour of the News Corp owned UK DTH service BSKyB’s facilities in England. Swaraj had paid a visit to Cannes to promote Indian cinema as leader of an official delegation to the film festival there. She reportedly had a stopover in Britain.
If the statements being attributed to her are true and they do get translated into changes in what are being seen as draconian DTH regulations, some private broadcasters may go ahead with their DTH plans which are in cold storage now. Among them: Zee TV, Star, Sterling Group, and Modi Entertainment.
A senior industry official, however, was not very optimistic about the statements from Ms Swaraj. He pointed out that no private broadcaster has submitted a DTH proposal to the government till date.
And secondly, he added that DTH has currently been relegated to the backburner by both private broadcasters and the government. “The convergence bill (it is likely to be tabled in parliament during the monsoon session) is what the focus is on currently. Circa 2002 is when we will see any action on DTH. And the only serious player I see is VSNL. Being a telecom company and government owned, it is not impacted by the restrictions laid down for broadcasters in the DTH regulations..”
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.
