DTH
Zee DTH channel Smile TV now on cable
MUMBAI: Smile TV, the niche comedy channel that made its appearance on Zee’s DTH platform Dish TV late last year, is now being made available through cable too.
While Smile is being pushed as ‘India’s first 24 hour comedy television channel’, the other niche channels like Zee Classic (old Hindi films), FX Movies (English action movies), Premier Movies and Action are not being offered on cable. Yet.
Zee has launched an outdoor campaign for Smile, to create a consumer pull for the product. According to Essel Group corporate brand development group head Ashish Kaul, Smile is being offered to viewers as part of the Zee bouquet in all areas where Zee Group MSO Siticable is present.
Smile TV business head Abhijit Saxena says that while sitcoms and Hindi comedy films form the bulk of the programming now, sitcoms will form only a small part of the programming that the channel intends to offer over a period of time. Talks are on with production houses in the country for fresh comedy programming, that could also include other sub-genres of comedy like stand up and spoofs. The complete programming mix for the digital FTA channel should mature in six months’ time, estimates Saxena
Claiming that Smile is the only 24-hour comedy channel in the country (Sab with its mix of current affairs and comedy shows does not qualify as one, he says), Saxena says the channel is currently dipping into the Zee library for its programming.
Saxena oversees Smile as well as FX, the action movies channel in the Dish TV basket, while the other three niche movie channels, Premier, Action and Classic are being nurtured by Yogesh Radhakrishnan, who also looks after Zee Cinema and Zee Music.
While Smile has been added to the Zee bouquet over cable, the network also has plans to beef up the Dish TV bouquet with about 50 channels shortly, and intends to launch a marketing blitz to beef up the overall communication and marketing strategy.
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.
