DTH
Videocon d2h’s Saurabh Dhoot: HD, big driver of ARPUs
BALI: He is young, but the young Dhoot scion’s debut on the Asian stage at the Asia Pacific Operators Summit (APOS) in Bali was pretty impressive by most yardsticks. Dhoot dismissed any suggestions about DTH operators getting together to bring down content costs. “We at Videocon d2h have very good relations with broadcasters. We don’t have a single court case against any of them; we don’t have any contentious disagreements over packages. And we don’t want to get into any complex arrangements,” he said.
He revealed that the newest DTH player has about 11 million gross subs out of which about seven million plus are active. “It’s all about how everything is being executed,” he said. “And we are doing it right. The top two or three players have almost 70-80 per cent of active subs. India is a land of opportunities; there is space for everyone even for a FreeDish.”
The next phase for the DTH players is going to be about HD, he emphasised. “We embraced HD from day one. HD is a game changer in our plan. HD sub base will treble—that will make a great difference to ARPUs.”
Additionally, he said that packaging of products such as kid’s packs will make a difference. “We need to work with our broadcast partners to work out new packages,” he highlighted.
He revealed that the company was generating cash from operations, excluding finance costs, depreciation and amortization.
One of the big impediments to growth of the DTH business is regulatory is Saurabh Dhoot’s view. “The 30 per cent entertainment tax in some states almost equals to the tax on alcohol and cigarettes. We as an industry need to come together to raise our voice. It is archaic and needs to be changed,” he concluded.
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.
