DTH
Tata Sky gets ID in its basic pack
MUMBAI: Even though many niche channels fear that people don’t consume them as they don’t fall into the base pack offered by the platform operators, the newly-launched ID-Investigation Discovery from Discovery Network’s stable has now hopped onto the basic pack of direct to home (DTH) operator Tata Sky on channel number 135.
The channel was launched about three months ago and currently reaches about 30 million houses. ID is also available on Dish TV, Airtel Digital TV, Videocon d2h, Siti Cable, Hathway, Den Networks, GTPL, InDigital and Digi Cable.
The channel provides shows on crime and investigation that are dubbed in Hindi. Speaking on this development, Discovery Networks APAC EVP and GM South Asia and South East Asia Rahul Johri said, “ID has been recognised for its distinct appeal, refreshing programming and unique positioning. We are delighted to have Tata Sky as our distribution partner and its viewers can enjoy the best investigative programmes in Hindi in the comfort of their homes.”
Series that will air on ID include Disappeared, Who the (Bleep) Did I Marry?, I was Murdered, Evil,I, I Married a Mobster, Blood Relatives etc.
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.
