DTH
CASBAA India Forum 2014 Indian Content: Going Global?
MUMBAI: CASBAA’s annual India Forum will take place on Wednesday, March 5, 2014 at the Shangri-La New Delhi where an international and local roster of high-level speakers will explore the Indian cable and broadcasting markets in the context of the global economy and challenging regulatory regimes.
“With over 146 million non-terrestrial TV connections in the country representing a 92 per cent reach of the population and multichannel TV accounting for nearly 90 per cent of TV advertising, India continues to be one of the most important markets in the Asia Pacific,” said Christopher Slaughter, CEO, CASBAA. “But to be truly successful nowadays, it takes more than doing well in your own back yard. This year’s forum will explore what it takes to be factor on the global stage.”
Bringing their unparalleled knowledge and experience, thought-leaders representing the many facets of the broadcasting industry will participate in a variety of keynotes, panel discussions and conversations to explore the India market. Confirmed guests for 2014, up to now, include Dr. Rahul Khullar (Chairman, TRAI), Terry Bleakley (Regional VP, Asia Pacific Sales, Intelsat), Paul Brown-Kenyon (CEO, MEASAT), Thomas Choi (CEO, Asia Broadcast Satellite), Jawahar Goel (MD, Dish TV), Punit Goenka (MD & CEO, Zee Entertainment), Siddharth Jain (MD, South Asia, Turner International India), Bharat Ranga (Chief Content & Creative Officer, Zee Network), Narayan Rao (Exe. Vice-Chairperson, NDTV; President, NBA), Shailesh Shah (Secretary-General, IBF) and many others.
Themed “Indian Content: Going Global?”, the forum programme will provide a platform to look inwards on issues such as the ongoing digitization of country’s cable networks and the state of the DTH industry as well as global matters including foreign direct investment and the ‘internationalisation’ of Indian content.
The CASBAA India Forum 2014 continues the Association’s mandate to inform, represent and connect its membership base with key market influencers in the multichannel TV sphere.
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The CASBAA India Forum 2014 recognizes Supporting Sponsor SES and Sponsors AsiaSat, Eutelsat and MEASAT for their generous participation at this year’s event.
For more information about the event, please visit http://www.casbaa.com/events/events-calendar/details/431-casbaa-india-forum-2014.
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.
