Sun Direct is a Privately Owned company headquartered in India, operating under the SUN Group. Founded in 2007, the company has approximately 110 employees and functions as a tier 1 media tech buyer. It specializes in media and TV services, primarily as a DTH (Direct-to-Home) service provider in India.
DTH operators have collectively provided over ₹11000 crore against disputed licence-fee liabilities as of March 31, 2026, in response to demands from the Ministry of Information & Broadcasting (MIB). This financial provision, reported on September 16, 2026, underscores the sector's strain, which also grapples with subscriber losses, declining revenue, and increased competition from digital platforms. The industry awaits a government decision on reducing the DTH licence fee from the current 8% of adjusted gross revenue (AGR), while the disputed dues remain locked in litigation.
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