DTH
Tata Sky expands content offering; to add 20 channels
MUMBAI: By introducing a new compression technology to its network, Direct To Home (DTH) operator Tata Sky will soon be adding 20 new channels to its platform including an unspecified number of HD channels.
At present, Tata Sky offers 300 channels. The upgrade work meanwhile has hurt close to 17,000 subscribers who received disrupted services during the last few days. The DTH operator has a subscription base of 10 million active subscribers.
According to a PTI report, Tata Sky CEO Harit Nagpal said that the company had got additional capacity due to its timely decision to shift from MPEG 2 format to MPEG 4 format. “It cost us money, but helped us,” he said.
Due to the digitisation programme, Tata Sky is expecting the DTH industry to add four million subscribers every year. Nagpal foresees the industry to grow in the next five to six years as there is enough opportunity since digitisation of analogue delivery system of home cable TV is in progress.
The operator is also undergoing a tariff hike for its subscribers. “Every year, we go for a price hike in March, which is roughly four per cent. Last year, it was Rs 230 and this year we have increased it to Rs 240,” he told PTI.
The company has average revenue per user (ARPU) of Rs 250 and has a growth of over five per cent on a year-on-year basis. Nagpal stated that Tata Sky would like to keep its ARPU constant and grow its base by adding customers from small places.
He also informed that the disruption in services was because the platform changed compression standards every three to four months. To address the concerns of its customers, the DTH operator has sent its engineers to their place to resolve the issue.
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.
