DTH
Dish TV introduces ‘Ayushmaan Active’ service for senior citizens
MUMBAI: Dish TV India Limited, world’s largest single-country DTH Company, introduces the first-of-its-kind value added service- ‘Ayushmaan Active’ in association with Dominiche Productions to offer unique and engaging content to the senior citizen viewers on both of its brands; DishTV and d2h. Exclusively available on both the platforms for 45 days starting July 16th, this is the first ever service dedicated to engage and motivate seniors and enjoy meaningful TV time.
Empowering senior citizens to take charge of their lives and make informed decisions, the service provides users to scroll through nostalgic music, Bollywood movies and knowledge on healthy living and wellness. Under the ‘Ayushmaan Active’ service, senior citizens will have access to shows like Bhakti Bhav, Aap Ka Sathi, Kick Start 60 and Majani life.Further, to make weekends exciting for binge watching, the service brings special series of Sada Bahar Geet on every Saturday and Sunday along with a classic movie from the 60’s, 70’s & 80’s era. With ad free 24*7 service platform, Dish TV aims to bring zest amongst senior citizens by offering shows across genres from devotional and entertainment to financial planning, wellness and philosophical.
Announcing the new service, Mr. Anil Dua, Executive Director & Group CEO, Dish TV India Limited, said, “Being the leader in the DTH industry, we aim at providing engaging content for our viewers, irrespective of their age. Therefore, we are excited to offer the ‘Ayushmaan Active’ service, which will cater to the viewing needs of the senior citizens. This service will be a one-stop destination of all the content, which will keep our senior viewers entertained, motivated and updated. This service/ addition stands as a witness to Dish TV’s continuous drive to cater to all sections of its wide range of viewers.”
Adarsh Gupta, Director, Dominiche Productions, said, “Dominiche was founded with a vision to be the market leader in scalable genres of the future. In keeping with that strategy, our second genre after Astrology is going to cater to exclusive compelling content created with the objective of enhancing the quality of life of Senior Citizens in our country. This category is fast speeding towards being 20 percent of the population of India and growing, with no dedicated content machine catering to it.”
Ayushmaan Active’ service will be available on channel no. 130 on Dish TV and d2h at a nominal subscription price of Rs.40+ taxes per month post applicable free preview period.
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.
