DTH
Tata Sky aims to drive up ARPU with international content
MUMBAI: Direct-to-home (DTH) service Tata Sky has launched its newest offering, Tata Sky World Screen—a handpicked bouquet of international entertainment content available from 16 March 2018.
Tata Sky World Screen will feature prime content from across geographies and multiple languages (Arabic, Russian, Spanish, Belgium, Israel, Cuba, German, French, Italian, Portuguese, Hindi, Swahili, Japanese, Chinese and Korean). Non-English content will have subtitles and some will also be dubbed in English. The ad-free service will allow subscribers to view select series and movies from across the world round the clock.
“Content like this is not just interesting to tier 1 and 2 cities but also to tier 3 and 4. People are willing to pay if they get the right product. The way we distribute our content has a greater chance of reaching hinterlands as well. Digital is more relevant in promoting this content than any other product,” said Tata Sky chief content officer Arun Unni.
“We focus on both ARPU (average revenue per user) as well as increasing the subscriber base. The average industry ARPU is Rs 270-300, our ARPU is a bit higher than the industry figure,” he added.
Priced at Rs 75 a month, the content will be available to subscribers on their TV sets through the set top box, mobile app and the web app of Tata Sky.
“Our analysis indicates that consumption patterns are evolving, and there is an audience looking for exciting and diverse content, unconstrained by language. The objective here is to give consumers the content that is not easy to discover and consume. Our handpicked list includes some of the most popular and critically acclaimed movies and TV shows across the world, a lot of which has never been seen on TV before in India,” added Unni.
Amongst the TV series premieres will be the acclaimed thriller Wallander, Happy Valley, Code 37, Team Chocolate, Prisoners of War and Babylon Berlin. There will also be two movie premieres a month from world cinema.
In another partnership, India’s premier youth entertainment portal 101India.com partnered with Toronto based media giant QYOU Media for its newly launched service on Tata Sky, The Q India. The localised service will showcase premium digital content curated from popular content creators and broadcast it on TV.
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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.
