DTH
With 350 astro experts & 500 hrs of programming, Dominiche SVoD launches on Airtel Digital TV
MUMBAI: Airtel Digital TV, the DTH arm of India’s largest telecommunications provider, and Dominiche, India’s first MCN catering to the DTH & OTT ecosystem, has announced the launch of Astrovaani, a 24X7 ad-free, subscription-based video on demand (SVOD) astrology channel. This is the first time that Indian viewers will have access to on-demand, round the clock, cable content focused on astrology.
The service is available to Airtel DTH users at an introductory price of Re 1 for first 15 days. After which subscribers can access the channel for a nominal Rs. 39 month. To activate the service, Airtel DTH subscribers can give a missed call to 9109121114.
Astrovaani will showcase a variety of astrology techniques and practices including Tarot, Vastu, Feng Shui, Palmistry, Numerology, Healing, Face reading, Aura reading as well as Runes. Also, the programming will cover astrological accessories such as gems & precious stones, rudraksh, yantra, and lal kitaab, among other things. Predictions on Astrovaani will be made by prominent names in the field of astrology including the likes of Munisha Khatwani, Bejan Daruwala, Roop Lakhani, Neel Choksi, Swami Jaganath, Eeishaa Nisha, Ssanket Jayant Popat, Bhavesh Dave, Payal Agarwal, Pooja Shirasi, Amit Lamba, Shiv Prakash, Sharmila Mohanan, Smita Mehta, Hittesh Morjaria, Kashmira Elavia, Kirti Seth, Rasesh Shah, Smriti Panchal, Tamana C Bhatia, Biindu Khuraana, Dimple Luniya, Dr. Jyoti Jhangiani, Sarmistha, Neeta Singhal, Naqqiya Jarwalla, Dr. Prem Gupta, Sangeeta Jhangiani, Jyotsna Kapoor & many more.
Airtel Digital TV CMO Sriram Sundresan said, “Indians have shown an appetite for content related to astrology and this service will offer them easy access to the latest related in the genre and will go a long way in answering their questions on the subject.”
Dominiche MD Utpal Vaishnav said, “As part of our endeavor to constantly make unique and compelling content available to the DTH ecosystem, we have curated and produced the Astrovaani channel. The genre has the capability to drive a lot of viewership in India. The Astro genre also fills a significant void. Astrovaani features the best Indian astro experts, Dominiche has covered this genre most comprehensively by exclusively signing up over 350 top experts and creating over 500 hours of program content.”
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.
