DTH
Tata Sky launches 9X Jhakaas for its subscribers
MUMBAI: Tata Sky has added one more channel to its bouquet. 9X Jhakaas, the Marathi music channel of 9X Media will now feature on number 798 for Tata Sky’s eight million subscribers.
“The launch of the channel 9X Jhakaas on Tata Sky is all about striking the right chord with our Marathi subscribers. Our commitment has always been to offer the best blend of channels. As music is the universal language, this channel will complement others in our channel portfolio,” said Tata Sky vice president-content Mukund Sharma.
Customers can subscribe to the channel by sending an SMS <9xjh> to 56633 from their registered telephone number (RTN).
Speaking about this development 9X Media EVP and new business head Punit Pandey said, “We are delighted to announce that Tata Sky subscribers can now enjoy nonstop hit Marathi music and humorous short format shows round the clock on 9X Jhakaas. We hope that our viewers on Tata Sky will also enjoy our new show – Jhakaas Khaas and the popular programming Lai Bhari which gives a great insight into the Marathi Film and Music industry.”
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.
