DTH
Tata Sky customises sports-viewing with Star alliance, in talks with Sony
MUMBAI: Pushing the boundaries of innovation in sports viewing this sports season, Tata Sky and Star Sports launched the ‘Star Sports Select Experience’with the Premier League.
This kind of service, which has been prevalent in the UK, US and Europe, promises to take the fans straight to the heart of their favourite sport in a fully-immersive experience, offering more live matches and the option of multi-camera and stadium view. This service can be accessed via the red button on the Tata Sky remote which will be visible on Star Sports Select 1 and Star Sports Select 1HD, Star Sports 1 (SD & HD), Star Sports 1 Hindi (SD & HD).
Tata Sky has introduced the add-on service, experimenting with Roland Garros – The French Open, followed by Wimbledon. Also exclusive to all Tata Sky subscribers are the options of watching Wimbledon highlights and an “Inside Wimbledon” experience with expert analysis and player interviews. The service has taken the consumer experience to a different level.
The official channel of Wimbledon came to India for the first time through this add-on service.
Talking to Indiantelevision.com, Tata Sky chief content officer Arun Unni said, “The service is customised for each sports differently and improvement is done based on the feedbacks we got from our viewers. The innovation requires a close partnership between the platform and the broadcaster. We have approached Sony (Pictures Network India) as well for the same service.”
For the cricket fans, Tata Sky has introduced its add-on service for India versus Australia matches which started on 17 September, 2017. Beyond viewing the main match, the consumer has two additional choices.
Sports fans in India largely follow the game closely and observe the additional information constantly. Unni stated, “The service is free; the main idea behind launching it was to enhance the consumer experience. We started experimenting with tennis, and the objective was to go to a high viewership sports such as cricket. We believe that the enhancement and the experience can be maximised for the consumer, and ‘sports’ made sense.”
“Tata Sky believes in going beyond the conventional entertainment platform. At no additional cost to Tata Sky subscribers, the feature gives its sports fans wider choices on camera angles, highlights and in-depth information on the sport at their convenience. Tata Sky, in partnership with Star Sports, has been able to empower subscribers by giving them freedom of watching multiple live simulcast matches,” Unni added.
With the new complimentary viewing extravaganza, Tata Sky is surely wowing its Star fans!
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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.
