DTH
Tata Sky ventures into curated short content with Shorts TV
MUMBAI: India’s leading DTH player Tata Sky has entered into a partnership with a London-based television channel Shorts TV for its new platform Tata Sky ShortsTV.
The newly launched platform is one of a kind in the country, dedicated to curated short stories and films. The subscription price for this service has been fixed at Rs. 75 per month. Along with availability on the telly screen, the service is also available on the mobile app as well as the DTH operator’s website.
“We were always keen to bring beautiful short form content on our platform, but we needed to find the partner who did it right. That’s how we found Shorts TV team who really knew how to curate short films properly,” Tata Sky chief content officer Arun Unni said, announcing the launch of the new service here yesterday.
Shorts International Ltd chief executive Carter Pilcher, who mentioned they had scouted for other Indian partners, said, “We are thrilled to partner with Tata Sky. They’re India’s cutting-edge content distributor and as their launch of Tata Sky ShortsTV proves, they’re way ahead of the crowd.”
Pilcher added that the new Tata Sky ShortsTV service was a good addition to the DTH operator’s value-added services portfolio and will be a “huge success with millennial audiences”.
ShortsTV has also partnered with Royal Stag Barrel Select Large Short Films to bring a flood of India’s most original and powerful short films to the Tata Sky platform.
The curated platform will feature a line-up of ,2000 premium titles, including the best of Oscars, Cannes, etc. apart from a comprehensive collection of recent Indian short stories and films. There will be original content in regional languages also. Interestingly, there are also collaborations with some of the Indian film schools, including Hindi film director-producer Subhash Ghai-promoted Whistling Woods.
“Tata Sky ShortsTV aims to be that destination where a curated selection of 2000+ of the world’s best short films can be enjoyed on a 24×7 basis. Our partner has worked hard for more than a year to localize the proposition with 500+ Indian short films,” Unni explained.
Though Unni did not mention the targeted subscriber number, he did admit a good service goes to 10-15 per cent of the relevant base as experience has shown them. “Hence, these statistics guide us for this particular service and its growth potential,” he added.
For promoting the content, Tata Sky will use every available medium to talk to consumers.
Some of the international offerings include God of Love, Bear Story, Atlantic, Henry, Borrowed Time, Curfew, Blood Money, A Sense of History, Neighbours, Walls, Blue Season, Midnight of My Life and Picture Paris. Also featured will be the likes of Chutney, Ahalya, Shunyata, Aamad, Kheer, Arre Baba, Urmi’s Cat, Naughty Amelia Jane, all critically acclaimed films.
Shorts International is headquartered in London and is represented in the US by Shorts Entertainment Networks, a wholly owned subsidiary located in Los Angeles. The company is led by CEO Carter Pilcher, and is owned by Shorts Entertainment Holdings with AMC Networks as a significant minority shareholder.
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.
