DTH
THE DTH IMPASSE: A CHRONOLOGY
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DATE
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EVENT
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| December 1996: | The United Front Government under Prime Minister Deve Gowda issues a notification saying that a licence has to be obtained for Ku-band DTH services. Many companies, including Star TV, apply for a licence. But government delays the process. |
| 26 March 1997: | Star TV holds a press conference in Delhi detailing their DTH plans. Star TV Asia CEO Gary Davey and others attend the function where a live demo is given. |
| First week April 1997: | The then communication minister Beni Prasad Verma signs a policy setting the terms and conditions for granting licences to DTH players. Two holidays follow and it cannot be notified. |
| 11 April 1997: | Gowda government falls as Congress withdraws support. |
| May 1997: | I&B minister Jaipal Reddy introduces the broadcast bill in Parliament which gets referred to a joint parliamentary committee. |
| July 1997: | The United Front Government under Prime Minister I.K. Gujaral issues another notification banning maintaining or keeping equipment capable of receiving TV signals over 4800 Mhz (Ku-band) till a comprehensive broadcast law is passed. |
| November 1997: | Gujaral government falls. |
| December 1998: | I&B minister Pramod Mahajan with the BJP-led government says the issue of DTH cannot wait till the passage of the broadcast bill. A decision has to be taken soon. |
| January-February 1999: | The Prime Minister Atal Behari Vajpayee sets up a group of ministers (GoM), comprising ministers of I&B, communications, defence, finance and home, to come up with recommendations on DTH.Promod Mahajan said that DTH is as powerful as a Nuclear bomb. |
| February-April Ist week 1999: | Lot of study papers on DTH compiled for GoM, which fails to meet formally even once. But hopes of favourable recommendations abound as I&B minister admits in private he hopes to make an announcement in Parliament once it reassembles after a fortnight’s recess. |
| 17 April 1999 | The BJP-led government loses the vote of confidence on the floor of the Lower House of parliament. |
| October 1999 | National Democratic Alliance comes to power in the centre |
| 18 October 2000 | Jaitley sworn in as I & B Minister give indication as they will move fast on the DTH front, though cautiously. DD wants an exclusive licence for two years. |
| 15 March 2000 | Murdoch pushes for DTH service in India |
| 10 April 2000 | Jaitley said Prime Minister A B Vajpayee had constituted a committee chaired by the Union Minister to work out details of direct-to-home (DTH) services and uplinking facilities. |
| 4 October 2000 | Sushama Swaraj again takes on as I & B Minister, promises Television-for-Family |
| 16 October 2000 | Star TV’s James Murdoch, Bruce Churchill and Peter Mukherjee meet Swaraj |
| 29 Octobet 2000 | GoM committee headed by Home Minister L K Advani finalises most of the recommendations for lifting DTH ban. Law minister Arun Jaitley asked to frame legal ramifications on DTH. |
| 30 October 2000 | GoM committee recommends opening up DTH. I & B Minister Sushama Swaraj says that she will submit a note to the Indian Cabinet for a final decision. |
| 2 November 2000 | Cabinet Approves lifting DTH ban. Issues notification. |
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.
