DTH
Dish TV India Limited has been successfully appraised at CMMI Maturity Level 5 for development and Services Constellations
MUMBAI: Dish TV India Limited, world’s largest single-country DTH Company has been appraised at Level 5 (both Development & Services) of the CMMI institute's Capability Maturity Model Integration (CMMI). With this, Dish TV has become the only Media & Entertainment organization in the world to be certified with Maturity Level 5.
As per CMMI Institute, receiving the Maturity Level 5 certification means that the organization is focused on statistical based continuous improvement and is built to pivot and respond to opportunity and change. Last year in April, Dish TV was awarded Maturity level 4 certification by CMMI Institute.
Maturity Level 4 and 5 are known as high levels of maturity, organizations assessed at these levels have a capability to quantitatively predict their delivery, and quality of performance using historical data based statistical models. These organizations demonstrate capability to accomplish and sustain their business objectives and performance.
The IT division of Dish TV has brought laurels to the organization by receiving the CMMI Level-5 certification.
Commenting on this achievement, Mr. Anil Dua, Group Chief Executive Officer, Dish TV India Limited, said, “We are proud to announce that Dish TV has received the CMMI Institute’s Maturity Level 5 certification. Along with this, we are elated to share that Dish TV has become the first media organization to receive the certification and has entered into the elite club of around 25 companies in the world who currently hold this certification. This is a result of 18 months journey of understanding, preparing, measuring, and continuous internal review. We are honored to receive the Maturity Level 5 certification by the CMMI Institute and renew our commitment to working towards the organization’s goals and driving customer satisfaction.”
Mr. V.K. Gupta, Chief Technology Officer, Dish TV India Limited, sums it up, “At DishTV we constantly challenge ourselves to deliver better product and services for our customer. In this quest, we review and benchmark each of our internal processes to provide more value to both our internal and external customers. It is thus a proud moment for all of us at DishTV to achieve the CMMI ML5 (Development & Service) certification for our IT division in a very short span of time. It only reinforces our resolve to bring new innovative offerings for our valuable customers, as we continue to drive ourselves on the journey of continuous improvement”.
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.
