DTH
Yes Bank acquires 24.19% stake in Dish TV
MUMBAI: Yes Bank has acquired 24.19 per cent stake in Essel Group-promoted direct-to-home (DTH) operator Dish TV India Ltd. The bank has informed in a regulatory filing that it has acquired 44,53,48,990 equity shares having nominal value of Re 1 per share. Shares have been acquired on invocation of pledge of shares in a one-time transaction.
“Shares have been acquired pursuant to invocation of pledge of the shares subsequent to default/breach of terms of credit facilities sanctioned by Yes Bank to Essel Business Excellence Services Ltd, Essel Corporate Resources Private Ltd, Living Entertainment Enterprises Private Ltd, Last Mile Online Ltd, Pan India Network Infravest Lrd, RPW Projects Private Ltd, Mumbai WTR Private Ltd,” Yes Bank said.
Dish TV reported consolidated unaudited subscription revenues of Rs 798.2 crore and operating revenues of Rs 867.8 crore in the third quarter of FY 20. The company has a bandwidth capacity of 1,422 MHz with an ability to deliver more than 655 channels and services including 40 audio channels and 70 HD channels and services.
The DTH operator emerged as one of the largest DTH operators with a huge subscriber base after a merger with Videocon D2H back in 2018. Earlier this year, merger talks between Dish TV and Airtel Digital TV reportedly ended with basic differences over each company’s valuations.
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.
