DTH
The DTH Wannabes
| Star TV | Had set up ISKyB with a team of 300. When government decided to ban it, it hung on to the team for nearly two years before dismantling it. It laid off some employees, relocated others. But it still has the SMS in place in Delhi; lost its DTH chief recently. Will also be hemmed in by foriegn ownership restrictions. Has a presence in cable TV, broadcasting. Likely to got with earlier DTH partner Pramod Mittal as Indian ally. |
| Zee TV | Likely player.The Zee Network has invested in Canal Plus technology. Has a pay bouquet. But is presently cash strapped. Could face problems as it is in cable TV, broadcasting, and is also owned 70 per cent plus through foreign (read non-resident Indian Subhash Chandra) equity. |
| Modi Enrtertainment | Was a potential player in DTH, having signed with Loral. Has broadband plans and experience with pay TV distribution. Is probably the only player who is not a broadcaster or in cable; is Indian owned and does not have any foriegn equity ownership. Is well-positioned to launch a platform |
| C. Sivasankaran | Had options on Ku-band transponders on ST-I band satellite. Planned to become an education and infotainment player via DTH. Is in the process of launching broadband from November. Likely player. Has no problems of foreign ownership; is also loaded with cash. |
| Doordarshan | Had signed a two year contract with Measat. Lobbied for DD as platform operator. Has recently launched two pay channels. It does not have experience with DTH, with all senior officials including Rathikant Basu, RK Singh, Urmila Gupta, Ashok Mansukhani who were involved with the Measat negotiations having left. Is a likely player. |
| HFCL | Has come out from nowhere to be a force to reckon with in telephony, television, and hardware. Potentially could get into DTH. Also has a partnership with Ozzie media and leisure baron Kerry Packer. Manufactures television hardware. |
| Reliance | Is extremely ambitious about convergence. Has deep pockets. Is setting up a broadband backbone and is looking at investing in television programming. Would like to have other options for bandwidth; hence could go for DTH. Is television neutral as it is not a broadcaster nor in cable TV. Is also Indian owned. |
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.
