DTH
Tata Sky rolls out broadband service to take on Reliance Jio
MUMBAI: Now, even DTH players are growing wary of the threat from Reliance Jio. Even as the registrations for Jio’s GigaFiber have commenced, one of the oldest DTH networks, Tata Sky, has ventured into the fixed line broadband sector in 12 cities.
Last month, Mukesh Ambani-owned Reliance Jio formally announced the rollout of Jio GigaFiber. The new disruption in the market created an ambience of cautiousness predicting that it could affect India’s multi-billion-dollar cable TV and DTH businesses. In a bid to secure market share, Tata Sky has now joined the race.
Mumbai, Thane, Delhi, Ghaziabad, Gurgaon, Noida, Pune, Bhopal, Chennai, Bengaluru, Ahmedabad, and Mira Bhayandar will be the first to get the service. The new plans are available on five packages including one, three, five, nine and twelve months. The data speed and limit will vary depending upon the type of the package. Starting from 5Mbps, the speeds will go up to 100Mbps. For monthly and three month plans, a one-time amount of Rs 1200 will be charged at the time of installation with which a wifi-router will be given free of cost. Rest of the packages will not require any installation charge. There are five add-on plans called ‘Quota on Demand’ which will only be valid through the validity period of the base pack. The pricing seems costlier than that of local cable players while there’s already a perception that Tata Sky is a premium service.
Jio lured customers with several additional amenities including Jio Giga TV set top box. The way it wrecked the telecom market with cheap data pricing, it was feared that it could disrupt the broadband sectors as well and can emerge as a replacement to DTH and cable players. In this regard, it could be tough for Tata Sky with its limited amenities to attract more users.
Comparatively, India has low penetration in fixed broadband sector. A report from Media Partners Asia said India’s FLBB penetration was expected to increase to 10.3 per cent from the present single digit share by the year 2022. Moreover, as content and applications keep getting heavier and denser in size, FLBB high speed broadband solutions could be ideal for offices and homes. Hence, unexplored opportunities of FLBB can fuel the growth of new players also.
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.
