DTH
Why Tata Sky’s Harit Nagpal is pained about the MPEG-4 STB rollout
MUMBAI: A press release hit indiantelevision.com yesterday disclosing how US chip company Broadcom had got a massive order to supply standard definition MPEG-4 set top boxes (STBs) to Tata Sky. A simple release right. But it surely got the goose of Tata Sky managing director Harit Nagpal.
Tata Sky MD Harit Nagpal is still awaiting a response from ISRO officials
“This entire exercise is costing Tata Sky about Rs 1000 crore,” was Nagpal’s admission, when indiantelevision.com called him up. “We are replacing close to 5-6 million MPEG-2 SD STBs at no cost to consumers over the next year. All of this is coming in from internal accruals.” Nagpal says the DTH operator normally supplies about three million STBs a year for new acquisitions and churn. “This year we will be doing about 9-10 million STBs,” says he.
The volumes have forced him to bring in emergency teams to make sure they install 500,000 STBs a month (made by Huawei and Humax apart from other international STB makers). This is apart from the regular service teams, which handle regular installation and problems.
“For us even at Tata Sky it is a massive exercise and we have been working on it for the past three months and have just started the rollout,” he reveals.
But isn’t that good? “Upgrading the boxes will give me more capacity for 12-14 channels,” he admits. “But I am being forced to do this because Indian Space Research Organisation’s (ISRO) has yet to give me my transponders. I could have put this money elsewhere on expanding my digitisation plans.”
Tata Sky’s signals are being beamed off Insat 4A; but it had signed a contract to lease 12 transponders on ISRO’s GSAT-10 satellite around five years ago which have not been delivered to Tata Sky yet, even after the satellite launched in to space in September 2012.
“It is sad that after national publications and a medium such as yours have carried my complaint against ISRO, I have not got a single revert from it about our transponders. We intend to take legal action since all our attempts to reach ISRO have failed. The courts are on vacation now, when they open again, we will move them,” added Nagpal.
The transponders would have allowed Tata Sky to increase its channel offerings to consumers. However, now the new STBs will allow Tata Sky to add more channels to its bouquet. “We have been adding channels in a phased manner; the process will now be accelerated with the MPEG-4 STB. By June-July next year we should be able to revise our channel offerings to consumers,” said Nagpal.
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.
