What if the DTH Industry leveraged this tried and tested FMCG strategy?

Picture this: You’re in a hotel room, you pick up the TV remote, and you start flipping through channels, only to encounter a frustrating message: “This channel is not subscribed.” It’s a familiar and disappointing experience, especially when you realize the channels cost as little as ₹2 a month—but you can’t unlock them. Why? Because the subscription isn’t under your control.

This issue isn’t limited to hotels. Think hospitals, waiting rooms, or even a friend’s place, where DTH subscriptions follow rigid, long-term plans that fail to meet the needs of temporary or casual users. What’s truly holding things back is the outdated subscription model—a relic from a pre-digital era—that doesn’t align with the on-demand expectations of today’s customers.

So, how do we solve this? By borrowing a simple yet transformative idea from retail: sachetization.

Why the DTH Industry Needs Sachetization

The DTH industry in India is in trouble. 

Revenues for major DTH providers in India fell by over 5%, from ₹10,230 crore in FY23 to ₹9,718 crore in FY24. Subscriber numbers have also seen a significant decline, dropping from 65.25 million in FY23 to 61.97 million in FY24. 

Source

This decline isn’t surprising, given the shifts in consumer behavior:

• Streaming platforms dominate: Netflix, Amazon Prime, and Disney+ offer ad-free, personalized, and on-demand content.

• Bundled services add convenience: Jio and Airtel combine OTT subscriptions with high-speed internet, making standalone DTH subscriptions less appealing.

• Multiscreen households prevail: Families now consume content on mobile devices, laptops, and tablets rather than relying solely on a single TV.

• Ad fatigue is real: Modern viewers expect seamless experiences and have little patience for ad-heavy programming.

Despite these challenges, DTH still holds relevance, especially for specific demographics:

• Children who don’t yet have personal devices.

• Seniors who find streaming services or smart TVs overwhelming.

• Limited-internet environments such as hospitals or rural areas, where streaming isn’t always practical.

But these audiences demand something the current model doesn’t offer—flexibility.

What Sachetization for DTH Could Look Like

Sachetization—the strategy of breaking down services into affordable, bite-sized units—could revitalize DTH. This idea, so successful in retail, allows businesses to reach more customers by lowering entry barriers. Think shampoo sachets, single-use detergents, or snack-sized products that cater to price-sensitive consumers. Why not apply the same logic to digital services?

Here’s how it could work for DTH:

1. You tune into a locked channel. Instead of seeing a “Channel not subscribed” message, you see a QR code inviting you to unlock the channel.

2. You scan the code, select the duration of access (e.g., one day, one week), and pay instantly using UPI.

3. The channel unlocks within seconds, offering a seamless experience.

This model essentially transforms your TV screen into a vending machine for entertainment. For users without smartphones, an alternative could involve calling a number, quoting the DTH serial ID displayed on the screen, and making a quick payment—a slightly less frictionless but still functional option.

Pricing: Real Numbers, Real Potential

Current DTH pricing models are rigid and subscription-heavy. For instance:

• Tata Play offers the Hindi Dhamaal Pack at ₹200.30/month for 92 channels.

• The Hindi Super Value HD Pack provides 49 channels for ₹160.46/month.

With sachetization, these could be broken into smaller, pay-per-use options. For example:

• Base pack subscriptions remain untouched.

• Casual users pay ₹10-15/day for premium HD channels or regional content.

• Language-specific packs cater to international travelers or tourists looking for familiar content.

Importantly, sachetization is unlikely to cannibalize current revenues. These casual, occasional users aren’t subscribing now—they’re an untapped market. By offering flexible, pay-as-you-go options, DTH providers can generate incremental revenue without disrupting their core subscriber base.

Beyond DTH: The Bigger Picture

The sachetization model isn’t just for DTH—it can redefine how digital services operate. Consider:

• YouTube Premium: Instead of a full subscription, users pay for 24 hours of ad-free viewing.

• ChatGPT Pro: Let users pay for premium features on a daily basis for specific projects or one-time needs.

• Streaming platforms: Offer weekend passes or single-event access for hesitant users who want to try before committing.

This approach allows businesses to cater to casual users, build trust, and ultimately convert them into loyal customers.

The Opportunity Ahead

Sachetization succeeds because it lowers barriers. It gives customers exactly what they need, when they need it, and at a price they’re comfortable with.

For DTH, this could mean:

• Serving underutilized audiences: Children, seniors, and travelers who need short-term, flexible access.

• Adapting to changing consumer behavior: Meeting the on-demand expectations of today’s digital-first generation.

• Unlocking untapped revenue streams: Turning frustration into opportunities with a vending machine-style model for TV content.

The DTH industry has an opportunity to reimagine itself—not just to survive but to thrive in an era where convenience and personalization are key. The screen isn’t just a barrier; it’s a gateway waiting to be unlocked.

The fortune, as retail has already proven, lies at the bottom of the pyramid. It’s time for digital services to follow suit.