DTH
Tata Play launches Deiveegam, a new collection of Tamil devotional content
MUMBAI: This is for the spiritually-inclined or those seeking peace of mind which is a large part of India’s population of 1.4 billion.
Whether it’s the captivating mythological narratives, the moving devotional music, or the tranquil darshans from Tamil Nadu’s sacred temples, these are available on Tata Play Deiveegam which is a new collection of devotional content that the pay TV operator launched recently. With the introduction of this dedicated platform, Tata Play encourages viewers to delve into Tamil Nadu’s rich spiritual legacy like never before. This meticulously curated service provides an authentic experience of Tamil spirituality, enabling audiences to fully engage with enduring traditions of devotion and the deep beauty they encompass.
The aim of Tata Play Deiveegam is to broaden the reach of Tamil Nadu’s spiritual heritage. This platform showcases devotion and spirituality while maintaining the authenticity of its linguistic and cultural roots.
Whether you’re looking to enhance your faith, reconnect with ancient customs, or appreciate the moving essence of Tamil spirituality, this Tata Play Special offers a sacred space for exploration and engagement with these profound expressions of devotion.
The lineup features mythological shows such as Original Ramayan, Adhi Parasakthi, Uttar Ramayan, and Shri Krishna, along with devotional music, daily astrology, and spiritual discourses led by prominent spiritual figures like Sadhguru, Maraban Maindham Muttiah, Dr. Suresh T, Tirupur Krishnan, and others.
Additionally, the service boasts a comprehensive library of documentaries focusing on Tamil Nadu’s temples and deities, daily live temple darshans, and a variety of Tamil calendar events and pan-India live broadcasts, including Tiruvanamalai Karthigai Deepam, Srirangam Pagal Pathu Ra Pathu, and Mahashivratri Live. Viewers can enjoy a delightful mix of morning and evening aartis, followed by the Daily Astro Show hosted by Subash Balakrishnan.
This 24/7 ad-free service is being powered by Shemaroo Entertainment and will be complimentary for the first five days following subscription, after which a nominal fee of Rs 2 per day will apply.
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.
