DTH
Tata Sky unveils its first batch of Make-in-India set-top boxes
New Delhi: DTH operator Tata Sky on Thursday unveiled its first batch of Made in India- set-top boxes which have been manufactured in partnership with Technicolor Connected Home and Flextronics.
Talking about this landmark milestone, Tata Sky’s MD & CEO, Harit Nagpal said, “The India-made set-top boxes will help generate employment while reducing lead time. The boxes have been tested and re-tested beyond the factory floor for quality assurance, and we hope this endeavor will help us to serve the Indian consumers even better.”
According to the DTH operator, the project builds further on the long-standing partnership between Tata Sky and Technicolor Connected Home, which provides set-top boxes and broadband access solutions for network service providers (NSPs) around the world. The mass production of the set-top boxes developed for Tata Sky by Technicolor Connected Home started in Chennai, in partnership with Flextronics in June 2021.
Technicolor Connected Home, president, Luis Martinez-Amago said the announcement marks the accomplishment of objectives outlined in August of 2020, in which Tata Sky and Technicolor Connected Home committed to shifting the production and distribution of STBs – including Android TV-based Binge+ set-top box – within India.
“This is another step in Technicolor Connected Home’s continuing investment in the growth of the important Indian market. The disruptions brought about by COVID-19 have illustrated the importance of having manufacturing and distribution operations that are as close to the subscriber base as possible. We remain committed to minimise risks and total cost of ownership of STB deployments,” he added.
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.
