DTH
T-Sky awards $3.2 million DTH uplink equipment contract to Globecomm Systems
MUMBAI: Tata Sky, the 80:20 joint venture between the Tatas and Rupert Murdoch-controlled Star Group, is gearing up for the launch of its direct-to-home (DTH) service. The company has awarded around $3.2 million infrastructure contract to US-based Globecomm Systems Inc. for its DTH project.
Globecomm will design and build a DTH uplink facility for T-Sky, the brand under which Tata Sky will offer its services. When contacted, Tata Sky chief executive officer Vikram Kaushik declined to comment. But a source confirmed the development, saying it was around $3.2 million contract which could be scaled up.
The facility will be outfitted with multiple 9.3 meter and 4.5 meter antennas, equipment shelters, high power amplifiers and switching and related subsystems. The equipment will be monitored with Globecomm’s proprietary monitor and control software.
Globecomm is a global provider of end-to-end satellite-based communications solutions. It has customers from communications service providers, commercial enterprises, Internet Service Providers, content providers and government entities. Several DTH operators including DirecTV are clients of Globecomm.
T-Sky is using the encryption systems of NDS, a company controlled by News Corp. It has booked Ku-band transponder space on Insat-4A. The satellite, which was to go up in August-September, will only launch in November. T-Sky can, thus, start its services only next year.
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.
