DTH
Tata Sky & QYOU partner to bring online video content
MUMBAI: QYOU Media, a leading curator of premium ‘best-of-web’ video for multiscreen distribution, has expanded its partnership with Tata Sky, a leading content distribution platform in India, in the largest single-territory deployment of its linear channel to date. Previously available through Tata Sky’s mobile app, this broader deal will make QYOU’s 24/7 service of online video content available to 17 million Tata Sky connections across television and mobile.
The rapid growth in internet access has seen the number of users in India surge to almost 400 million. Online short-form video available through sites such as YouTube, Daily Motion and Facebook is hugely popular, with the average length of a viewed video in India being less than twenty minutes. To cater to the tastes of digital native millennial and generation Z audiences who are engaging with short-form video on a daily basis, Tata Sky will feature The QYOU’s 24/7 service which curates unique digital-first content. This content will be featured through the screens and services its younger customers in India love to use, especially mobile and TV.
As part of the agreement, QYOU and Tata Sky will also start to feature content from local creators in India and some of the most popular online videos from the region in order to create highly localized shows that appeal to Indian audiences. The service will be available on Ch 200 (HD) & Ch 201 (SD) on Tata Sky and keeping in mind the ‘on the go’ nature of the content, it will also be available on the Tata Sky app on Live TV and VOD.
Tata Sky chief content officer Arun Unni commented: “Catering to audiences’ changing preferences and tastes has always been the core focus for Tata Sky. This will be the first time that subscribers can view short format content 24×7 on their TV sets on the Tata Sky Mobile App. With the burgeoning popularity of online video in India and the incredible depth of unique content in QYOU’s archives, it makes complete sense for us to provide this service to our subscriber base.”
QYOU Media CEO Curt Marvis adds: “India is renowned for being a region filled with tech-savvy young people, who navigate the worlds of internet video and traditional television with complete ease. Having a curated mix of the best digital-first video content at their fingertips – whether they’re watching on a mobile device or via the TV screen – means that they can enjoy the best of both worlds and never miss a thing. We are proud that our partnership with Tata Sky is evolving and enabling us to make the largest deployment of our channel in a single market to date.”
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.
