DTH
Trai conducts digitalization round table
MUMBAI: Foloowing the rollout of conditional access system (Cas) in parts of Delhi, Mumbai and Kolkata, broadcast regulator Trai has conducted a round table meeting on digitalization of television transmission and voluntary implementation of Cas.
In order to take the process of digitalization forward and also to explore the possibility of voluntary implementation of CAS in other parts of the country, Trai conducted a round table meeting on 1 February in Delhi with various stake holders.
Experts as well as representatives of consumer organizations, multi system operators (MSOs), cable operators, DTH operators, broadcasters and equipment manufacturers participated in the round table. In the meeting there was a broad consensus about the need for digitalization and addressability. The participants raised certain issues in order to arrive at a feasible road map. The major issues that were raised by the stakeholders relates to fiscal rationalization, encouragement of domestic manufacturing, changes in the regulatory regime (especially the need for price control), ensuring affordability and choice and exploring alternative models for voluntary Cas.
A small sub group has been constituted in order to discuss issues relating to digitalization and voluntary introduction of Cas. The discussions with the stake holders would continue in future also.s
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.
