DTH
Tata Sky launches the first ever Scholarship on television
MUMBAI: Tata Sky, the leading digital Pay-TV player in the country, has taken edutainment to the next level by announcing the launch of the first ever Scholarship for kids that can be availed through television. Author & motivational speaker Chetan Bhagat has been roped in to promote the Tata Sky Scholarship Quiz – a gratifying concept of edutainment.
For the first time ever television will be the medium of participation for children to win the edutainment based Tata Sky Scholarship. Tata Sky subscribers will be able to participate in the quiz on 15th August’14 by simply answering questions on television, with a click of their Tata Sky remote control, from the comfort of their homes.
Vikram Mehra, Chief Commercial Officer at Tata Sky explained, “The varied range of learning channels and interactive services for children on Tata Sky has been an apt medium to deliver edutainment and knowledge based content, as kids always grasp more from what they see and hear. Now with the Tata Sky Scholarship Quiz we look forward to quizzing and rewarding children across the country, for their vast exposure to educative content.”
Tata Sky will roll out scholarships worth Rs. 20 lakhs with top 10 winners being entitled to a scholarship worth Rs. 2 lakhs each. Tata Sky is also launching a kid’s campaign titled – ‘Ab Bachchey Seekhein TV se…’, conveying the fact that television is a good learning aid for children.
Promoting the TataSky Scholarship Quiz, Chetan Bhagat said, “It gives me great pleasure to be associated with Tata Sky. Their unique edutainment platform gives a great opportunity for children to learn through television. The scholarship provides an impetus to fulfil their future dreams and aspirations.”
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.
