DTH
Tata Sky’s ‘Everywhere TV’ to launch on Android
MUMBAI: This New Year will bring a huge smile on the faces of Tata Sky subscribers and especially if they have an Android smartphone. It was in November that Tata Sky launched its innovative ‘Everywhere TV’ concept on iOS that allowed Apple phone users to watch their favourite channels live on their Apple phones and iPads with an internet pack, anywhere in the country.
Now, the DTH operator with a subscriber base of nearly 11 million is all set to introduce the application on the largest mobile operating system- Android. Set to launch within the next fortnight, this move will bring ‘TV on mobile’ to a platform that is being used by nearly 85 per cent of the population using smart phones.
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The initial launch was for iOS users and not Android due to the large number of compatibility tests that need to be done for the various phones supporting Android. “We are very happy with the number we got in the first three weeks from Apple users. The response has exceeded our expectations,” says Tata Sky CEO Harit Nagpal. Sources say that nearly 1 lakh downloads of the app have happened so far. The number is expected to be much higher with the Android application coming soon.
Subscribers will have to pay Rs 60 per month to watch their favourite channels on their mobile phones and tablets, even when on-the-go. The application allows subscribers to watch Live TV, pause live TV, download movies, watch and record shows from their mobile phone.
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What led to this innovation, answers Nagpal, “People are spending a lot of time outside of homes but are still consuming videos using different screens. So why can’t your Tata Sky connection be given to you on your mobile screen? A decent broadband or 3G/4G connection is all one needs to get the experience of TV everywhere.”
The DTH industry has been adding nearly 3 million subscribers each year and TRAI says the national subscriber base is 54 million on a gross basis. Industry estimates, however, place the active subscriber base at around 40 million odd nationally. ‘TV Everywhere’ will allow customers to watch TV seamlessly on their TV sets or on their mobile phones or on their tablets or phablets.
The DTH player believes in providing services to cater to the needs of its customers. “The consumer has a need, we simply try to address that need,” says Nagpal who believes that it is the ability to tier which helps in increasing the average revenue per user (ARPUs). “One cannot increase ARPUs through increasing the package price, it is a myth. It is only through introducing tiers that one can increase ARPUs, which is what we are doing,” concludes Nagpal.
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.
