DTH
TCS wins Qualcomm wireless reach Brew application funding
MUMBAI: Qualcomm, a developer of code division multiple access (CDMA) technology for mobile communications, has announced the selection of winners for its $ 1 million wireless reach Brew application funding program.
The program challenges developers to create the most innovative Brew public service application in one of five areas: healthcare, education, public safety, governance and the environment.
The grand prize winner is Tata Consultancy Services (TCS). TCS will receive a grant for $ 100,000 for development of its proposed application. The application development team, led by TCS’ head of advanced technology and applications, Dr Arun Pande, will demonstrate how CDMA networks can help provide specific and useful advice to farmers and spread the benefits of technology deep into rural India at an affordable cost. For the grand prize, Qualcomm will also apply additional funds to put TCS’ proposal into action through a new or existing wireless reach project.
The other grant recipients include Bandung Institute of Technology, Beijing InfoQuick SinoVoice Speech Technology Corp, BeWell Mobile Technology and University of California, Berkeley.
“Qualcomm is very proud to recognize these organizations and their creative efforts to develop Brew applications that will serve the public interest,” said Qualcomm CEO Dr Paul Jacobs. “The innovative applications they’ll design hold great potential to enhance the quality of life for all who use them. As mobile broadband services expand into underserved communities, we’re pleased to support these developers in our shared commitment to improve the way people communicate and access information around the world.”
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.
