In a bid to differentiate in a highly cluttered DTH market, Dish TV has repositioned itself as a player that meets the requirements of consumers obsessed with their entertainment. As a step to move forward in the ever-evolving market dynamics where the name of the game for any brand is to continue to reinvent itself, Dish TV aims to target a younger audience through its new approach.

In its latest strategy, Dish TV has shed its two-year-old tagline ‘Ghar Aayi Zindagi’ and replaced it with ‘Dish Sawar hai’. It has also launched a new campaign designed by McCann Erickson, its longstanding agency.

The DTH player that has a current subscriber base of 11 million has embarked on this repositioning after undergoing a research on the television viewing habits of audiences wherein TV is considered as a ‘sit back’ medium as opposed to a computer. People lean as they work on a computer while they sit back when they watch television.

Talking to BestMediaInfo.com about the new brand avatar and the insight behind it, Anjali Nanda, Vice-President – Marketing, Dish TV, said, “What we realized is that people interact with television differently. There is a set of audiences for whom TV is just a source of education. But most of India still depends upon TV as a source of entertainment and a lot of them are passionately involved in it. And they will go to any length to ensure that nothing comes between them and their TV.”

Commenting about the transformation to a new philosophy for the brand, Nanda added, “’Ghar aye zindagi’ meant that life is a lot more active in a household with Dish TV. The tone is far softer and emotional. But the current idea takes into account the needs of people who are extremely passionate about their entertainment. That’s how the expression ‘DishSawar hai’ came along.”