DTH
Videocon d2h rolls out India’s first 4K Ultra HD channel
MUMBAI: Direct to home (DTH) platform Videocon d2h, the first in India to have had a preview of 4K Ultra HD DTH service in July last year, has taken a step further as it launched a 24 hour 4K Ultra HD multi genre channel on 26 January, 2015.
Videocon Group director Saurabh Dhoot said that the company is bringing the path breaking technology into Indian homes using its 4K Ultra HD set top box and the channel. “We are the first in the country to provide this experience,” he said.
When queried by Indiantelevision.com as to what the channel feed will contain, Videocon d2h chief executive officer Anil Khera said, “We are planning to showcase Video on Demand (VOD), lifestyle and travel content, sports, infotainment, concerts and Hollywood movies.”
Khera preferred calling the channel as a 4K content pipe wherein 4K content available from international broadcasters will be telecast. “The pipe is not dedicated to any one channel. It is a pipe that also consumes a lot of bandwidth,” he added.
To begin with, as part of its contract with Star India, the DTH platform will broadcast the upcoming ICC Cricket World Cup matches, which will be produced with the new technology. “We are in talks with producers who are the content providers from India and abroad,” informed Khera. The channel will be uplinked from the company’s Greater Noida facility.
The 4K ultra HD set top box redefines TV viewing experience delivering four times the picture resolution of Full HD. It has 27 times the normal Standard Definition (SD) picture quality. It provides a resolution of more than eight million pixels, resulting in better sharpness and clarity.
The package also includes a next generation User Interface (UI) powered by technology company CISCO to easily access content. A ‘super speed’ USB allows subscribers to be future ready to play pause and rewind the live stream of 4K content.
In lay man’s terms, a 4K channel is equivalent to four HD channels put side by side and two HD on top of the four, which basically makes it an image with four times the resolution of HD.
When asked whether the new edge technology will be promoted through live events during the Cricket World Cup, Khera said, “We are in talks with the broadcaster, but no final decision has been taken on that as yet.”
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.
