DTH
Videocon d2h armed with adequate STBs ahead of DAS III deadline
MUMBAI: Indian direct to home (DTH) operator Videocon d2h says it is fully geared up for Digital Addressable Systems (DAS) phase III, the deadline for which is 31 December, 2015.
The company expects Phase III to be 50 million TV household in terms of size.
The Telecom Regulatory Authority of India (TRAI) in its recent communication expressed satisfaction at the progress of the seeding of set-top boxes (STBs) in Phase III areas. TRAI has also advised consumers of urban areas who are still receiving cable TV services without STBs to avail and install STBs before the cut-off date in order to receive uninterrupted TV/services. It has reaffirmed its commitment to meet the deadline.
It is anticipated that there will be a huge demand for STBs for the Digitisation phase III, and Videocon d2h STBs are available in the markets. TRAI has been taking steps to create awareness among consumers and stakeholders by holding workshops on the implementation of DAS and consumer outreach programmes.
Videocon d2h executive chairman Saurabh Dhoot said, “We welcome the digitisation mandate by Government wholeheartedly and will continue to support this initiative. The latest communication by Government in reaffirming its commitment is encouraging. This will ensure world class services to end consumer and create a level playing field between DTH and cable.”
Videocon d2h CEO Anil Khera added, “Consumers who are on analog cable mode can subscribe to a Videocon d2h Digital Set Top Box to access uninterrupted services before digitisation is implemented. Videocon d2h has ample STBs to cater to demand of the digitisation towns. Consumers can subscribe to Videocon d2h to avoid a black out of the analog cable services and enjoy the wide range of channels and services provided.”
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.
