DTH
Tata Sky has spectrum glut, adding five more HD channels
MUMBAI: Leading DTH operator Tata Sky is reportedly planning to add five more HD channels and take its total high-definition offering to 86. DTH operators in India mostly provide only 45-65 HD channels, while cable operators provide between 30-50 HD channels.
The channels that are reportedly being added are MTV HD+, Surya (Malayalam), DSports, Udaya (Kannada) and Gemini Movies (Telugu). With 86 HD channels, the operator plans to further consolidate its position as the largest provider of high-definition content in India. Tata Sky hugely benefitted owing to an oversupply of spectrum after one of ISRO’s satellites failed to ‘terminate’ as scheduled.
In the Indian subcontinent content delivery, Tata Sky was reportedly using 432 MHz of spectrum on INSAT-4A and was backing Dish TV, which had 648 MHz and Videocon D2h, which has 540 MHz. INSAT-4A was expected to reach ‘end of life’ this year, for whose replacement ISRO sent GSAT-10 to the same orbit.
Both satellites however are working simultaneously. Owing to ISRO’s reported dilemma of neither being able to sell capacity on its new satellite nor on the old (about to die) satellite to a new player, Tata Sky has been allowed to use both satellites, and adds up to about 828 MHz of spectrum at its disposal, which is almost two times of what DTH operators have in India.
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.
