DTH
Videocon d2h & Reliance Digital finding ways to wriggle out of tough situations
MUMBAI: DTH companies in India are facing a tough time. While Videocon is making several significant moves to reduce its heavy debt, Reliance Digital TV is reportedly in talks with a Malaysian company to sell the business.
Videocon is trying to repay its debt by selling some of its businesses such as Kenstar and merge its direct-to-home (DTH) division with Dish TV. But, if the Petrobras project takes off, it will be in a comfortable position, and could look at exiting the project at a later stage, a
Videocon lender, who would accompany petroleum ministry’s delegation to Brazil, told the Financial Express.
On the other hand, Astro Malaysia is reportedly doing the due diligence of Anil Ambani’s Reliance Digital TV, the DTH business of the listed Reliance Communications, for working out a suitable valuation, a source told the Times of India. An RCom spokesperson, it was reported, has denied commenting on the story.
Videocon was recently declared a NPA by Dena Bank. The visit to Brazil was postponed to June; it will be a meeting between the governments of Brazil and India, but the bankers hope to lobby for faster resolution of the project so that Videocon’s cashflows improve.
Airtel DTH, Dish TV and Videocon d2h have about two-thirds (65 percent) of market share of the DTH universe by private players in India. However, the DTH industry seems to be on a downward slide. Reports submitted by the carriage industry indicate that DTH subscriber additions in the extended period have been low.
Now, if the transaction between Ambani and Astro goes through, it will be the second deal between the two. Astro shareholder T Ananda Krishnan’s Maxis Communications is a significant shareholder of Aircel, which is about to be combined with RCom’s wireless unit.
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.
