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.
On April 30, 2026, Sun Direct concluded a large-scale on-ground consumer outreach campaign across Uttar Pradesh and Madhya Pradesh in collaboration with JioStar. The initiative focused on engaging Free-To-Air households and bringing them into the Pay TV ecosystem. This campaign took place as India's Direct-to-Home (DTH) industry faced an accelerating subscriber decline, with a larger move of entertainment consumers towards internet services. Despite these industry challenges, Sun Direct held a 21.17% market share as of March 10, 2026, positioning it as one of the four dominant private operators alongside Tata Play, Bharti Telemedia (Airtel Digital TV), and Dish TV India.
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