DTH
Switch and Data supports DirecTV’s local digital and HD expansion
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MUMBAI: DirecTV, Inc. is continuously expanding the entertainment channels and services it provides to its more than 15 million customers. This expansion includes local and high definition (HDTV) programming in more than 141 markets in the US. |
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Switch and Data, a provider of carrier-neutral collocation and internet exchange services, is accelerating DirecTV’s expansion with the local and regional data centers required to enable the delivery of critical content, including local standard and high definition local programming to its customers.
 DirecTV uses Switch and Data’s data centers in key markets for collocation of their specialised equipment to access local programming (standard definition and high definition) from the local television stations.
Switch and Data data centers also serve as DirecTV’s regional network hub in four markets where they consolidate local collection facilities (LCF). From these hubs, the signals are consolidated again on DirecTV’s backbone and backhauled to Los Angeles, Denver, New Hampshire or Minneapolis where they uplink it to their satellites for transmission to customer dishes. |
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“Switch and Data provides the reliable and redundant local and regional facilities DirecTV needs to deliver and expand their services. Our presence in 23 markets in North America allows DirecTV to maintain consistency in the roll-out of new programming. DirecTV’s customers rely on them to deliver quality programming and we are pleased to have been a key component in DirecTV’s local channel expansion over the last five years,” said Switch and Data CEO Keith Olsen.
Switch and Data manages all aspects of the physical infrastructure installation, from power to carrier connections to roof access. DirecTV is able to leverage Switch and Data’s extensive footprint of data centers while relying on a single point of contact for billing and technical support for critical operational efficiency.
DirecTV, Inc chief technology officer Romulo Pontual said, “Local channels, along with our fully integrated program guide and award-winning digital quality signal, provide the best viewing experience for DirecTV customers. As a reliable and efficient provider of data center services, Switch and Data has played an important role in the success of our local channel initiative.” |
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.
