The company reportedly estimates enough room in the DTH business for four to five DTH players, and estimates that by 2015, around 40 per cent of the pay TV customers will be DTH users, as opposed to the current 5 per cent.

Given that the conditional access system (CAS) has not seen the kind of adoption by customers as was expected, competition is heating up in the DTH space, which is when a brand ambassador like Shah Rukh Khan comes in handy.

The ad campaign will cover most media including TV, print, theatre, radio and outdoor, both in the urban as well as rural parts of the country, across 4,300 towns.

Dish TV''s ad campaign prompts viewers not to be ''satisfied'' with the quality of television that they are getting to watch now, and instead urges them to adopt Dish TV with its offering of 180 channels, including its English films in the ''movie-on-demand'' segment.

Dish TV also provides mobile satellite TV, which is currently priced at Rs1 lakh, for moving vehicles. According to sources, a few hundred such dishes have been sold by the company, which they say are also installed aboard Vijay Mallya''s yacht and some warships. Dish TV also provides live television on 10 Kingfisher flights.