DTH
Tata Sky targets southern market with customised packs
MUMBAI: After creating quite a stir in the industry by introducing its Rs 8 daily recharge voucher, Direct to home (DTH) service provider Tata Sky has rolled out customized packs specifically targeted towards the Southern markets in India.
These modular packs called the My 99 pack, enables viewers to avail varied regional channels at a reasonable cost along with a base pack of Rs 99.
According to Tata Sky chief communications officer Malay Dikshit, the move will help Tata Sky to tackle analog users in the region situated within urban and rural areas.
“Being price and value sensitive, subscribers were keen to do away with the other language channels that they didn’t view as a part of their base pack and stick to a bouquet of only their favorite language channels. My 99 pack is the answer for all those subscribers,” Dikshit said.
The My 99 pack comprises over 100 channels across genres such as general news, entertainment and movies to which subscribers can add as many language channel packs (Tamil, Telugu, Malayalam and Kannada) of their choice. Available to new as well as existing subscribers, this pack is specifically conceptualized keeping in mind the requirements of the subscribers residing in the south. The DTH operator is looking at adding new subscribers by launching this initiative.
With the challenge of digitization across the state, such customized and mini packs is also likely to give the DTH sector the much-needed push.
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.
