DTH
Videocon d2h taps into the Star-MSO feud
MUMBAI: Star India’s incentives on its various channels on RIO has not gone down well with several MSOs in the country, who feel that this will actually raise consumer bills rather than make it easier, despite being on a-la-carte. However, the DTH industry sees a prized opportunity in the whole matter.
Videocon d2h has taken out ads in several markets, concentrating in the east of the country, asking consumers to shift from cable to DTH. The ad asks consumers if they are ‘missing their favourite Star channels on your cable connection’ and if so then they should switch to Videocon d2h. The ad also lists the channels that the viewers can watch uninterrupted – Star Jalsha, Jalsha Movies, Star Plus, Life Ok, Star Sports, Star Gold, NGC, Star Movies, Star World etc.
The ad also points out that viewers can avail 24 Bengali channels on the platform.
Last week, Star India had come up with a new RIO agreement that it will be enforcing with MSOs across the country. According to Telecom Disputes Settlement Appellate Tribunal (TDSAT), the last date for undertaking the RIO will be 10 November after which the broadcaster can disconnect signals to MSOs.
The network claims that up to now, nearly 33 per cent of independent MSOs have come forward to sign the RIO.
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.
