DTH
Tata Sky upping subscription rate to Rs 300
MUMBAI: Tata Sky is increasing the monthly subscription rate of its direct-to-home (DTH) service to Rs 300, sources in the industry say. The revised rate, up from Rs 200, is likely to come into effect from 1 December.
Tata Sky, however, has decided not to offer “tiered” channel packages at this stage of the DTH market. “Bundling channels and fixing different rates is confusing to the consumers. The mobile telephony market has shown that to everybody in this country. Tata Sky will continue to offer a single package unlike its competitor Dish TV,” sources add.
When contacted for a comment on the developments,Tata Sky CEO Vikram Kaushik remained noncommital.
Tata Sky offers 102 channels (including Star, Sony, Zee, Discovery, Cartoon Network, Disney, ESPN Star Sports and National Geographic) and six interactive services (Actve Khabar, Actve Newsroom, Actve Star News, Actve Games, Actve Sports and an on-screen guide).
Tata Sky had stuck to the introductory offer price of Rs 200 even after Zee Turner’s 32 channels had hopped on to the DTH platform in late September. As the interim pricing of these group of channels (fixed by The Telecom Disputes Settlement and Appellate Tribunal till the dispute gets resolved) was Rs 75, a rate revision was in the pipeline. But the debate was whether Tata Sky would subsidise the content cost to the subscribers in the wake of CAS (conditional access system) being introduced on 1 January with a la carte choice of channels that would pull down cable TV rates.
Tata Sky claims to have a subscriber base of 250,000 and says it is on target to achieve one million within a year of operations. The southern region continues to be a weak spot with the Sun group of channels yet to join the platform. Tata Sky has moved the TDSAT, hoping to get a positive verdict which would ensure the supply of the channels from the Sun stable.
The Tata Sky set-top box (supplied by News Corp owned NDS), hardware and installation cost has been priced at Rs 3,999 (inclusive of taxes) with a full service warranty for one year.
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.
