Yes
Yes is Israel's direct-broadcast satellite and internet television provider, offering multichannel programming, video on demand, DVR, streaming and original-content services.
Last updated November 1, 2026
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Overview
Yes, formally incorporated as D.B.S. Satellite Services (1998) Ltd and commonly styled as yes, is an Israeli pay-television company and the country's sole direct-broadcast satellite television provider. The company was established in the late 1990s to introduce a satellite-based alternative to Israel's established cable operators. It began test broadcasting on 29 May 2000 and entered full commercial operation in July of that year. The service launched with a broad multichannel package that included Israeli public and commercial stations, in-house movie channels, international news and entertainment networks, children's programming, sports, music, documentary content and foreign-language channels. Its initial price undercut the cable companies, while satellite distribution allowed Yes to reach locations that lacked cable coverage, including rural areas. The company nevertheless experienced technical and financial instability during its early period. Cable competitors responded through price reductions and later consolidated into HOT, creating a more concentrated rival in the Israeli television market. Yes expanded its proposition beyond linear television through premium channels, video on demand, personal-video-recording equipment and high-definition broadcasting. It introduced the yesMax DVR in 2004, launched HD broadcasting in December 2007 and released the yesMaxHD HD-DVR in 2009. These products positioned the brand around a more flexible, cinema-oriented viewing experience rather than simply access to television channels. The company also developed specialized content services, including Yes Studios, which supports original Israeli productions and international distribution, and has maintained involvement in the Israeli film industry. In the streaming era, Yes added internet-delivered products alongside its satellite operation. STING TV was designed as a modular or “disassembled” service in which customers select and combine packages such as movies, series, children’s programming, sports, and science and nature. The service can be delivered through Android TV hardware and integrates video-on-demand content with freely available Israeli digital channels. Yes also operates yes+, an over-the-top television service delivered through internet networks. Bezeq announced in 2019 that satellite television would be phased out over several years. The transition reflects the wider movement from satellite distribution toward fiber and internet-based viewing. By 2025, approximately 90% of the subscriber base had reportedly moved to internet services as the company's satellite contract approached its end, although a limited satellite operation continued through AMOS infrastructure and a planned capacity arrangement involving the IAI Dror satellite. The company has served more than half a million customers and, at various points, distributed more than 200 channels, including international stations and exclusive Israeli channels. Its current strategic identity combines legacy pay television, broadband-based streaming, content production and Israeli entertainment investment.
History
Yes was created in 1998 as D.B.S. Satellite Services (1998) Ltd to establish a direct-broadcast satellite television service in Israel. Before launch, Pace supplied approximately 75,000 set-top boxes. Bezeq provided a significant capital injection in April 2000, while Poalim Communications held a minority interest. The company entered trial broadcasting on 29 May 2000 with roughly 30 channels and began full broadcasting in July. Its launch price was lower than the prevailing cable price, helping it attract subscribers despite technical difficulties and financial losses in its early years. The company’s market entry challenged three established cable operators. The cable companies cut prices and eventually consolidated under the HOT brand. Yes nevertheless benefited from its wider geographic reach, especially in areas without cable infrastructure, and from its emphasis on movies, series, international channels and specialized programming. By early 2001 it carried more than 80 channels, and by April it had reached approximately 130,000 subscribers. It continued adding programming, including NBA TV in 2001, and developed premium and add-on packages. In 2003, during heightened concern about the Iraq War, Yes announced temporary free access to children's and youth channels. It also introduced a lower-priced package and used its exclusive Academy Awards rights in a substantial promotional campaign. In 2004 the brand adopted a multicolored circular logo and the “Say Yes” slogan, replacing its earlier cinematic positioning. The rebrand coincided with the yesfesT.V. event and plans for additional entertainment programming. During the same period, Yes gained subscribers while HOT experienced losses. Technology became a central part of the brand. Yes launched the yesMax DVR in November 2004, followed by the Yes Docu channel in 2005. A disruption to its signals occurred in September 2007 in connection with Israel's attack on a Syrian nuclear reactor; service was restored and subscribers received a compensation period with broad channel access. On 23 December 2007, Yes introduced HD broadcasting. In April 2009 it released the yesMaxHD decoder, which could record two programs simultaneously in high definition. The company later added the yesMaxTOTAL streamer feature for customers taking its VOD service, although that feature was discontinued by 2021. Yes has also been active in original content and the Israeli screen sector through Yes Studios and its support for local film production. Its advertising has frequently focused on cinematic spectacle and the practical benefits of recording or pausing television. Campaigns included “Vietnam War” for the Yes Impact widescreen movie channel, “Gladiator” for yesMax, and “Stone Age” for yesMax HD. The company faced criticism over marketing practices and political issues. In 2011, a blogger disclosed promotional compensation connected with a favorable post about Yes Streamer, prompting an investigation and allegations of hidden advertising. Earlier blogger campaigns associated with Yes and its advertising agency also drew scrutiny. In 2013, a commercial featuring Julia Louis-Dreyfus was withdrawn after criticism that its depiction of an overweight woman reinforced social stigma. A 2007 HDTV commercial featuring ultra-Orthodox Jews was removed after complaints that it used offensive historical and religious imagery. In 2020, the United Nations listed Yes in a database concerning companies involved in settlement-related activities in occupied Palestinian territory. The strategic direction changed materially in the late 2010s and 2020s. Bezeq announced in March 2019 that satellite television would be phased out over several years. Yes expanded internet delivery through STING TV, a modular service offering separately selectable content packages, and yes+, an OTT product. By 2025, most subscribers reportedly used the company primarily through internet services, while a limited satellite service continued during the transition away from AMOS capacity. The company therefore evolved from a satellite challenger to a hybrid television, streaming and content-production business.
- 2025
Internet migration reaches majority of customers
[1]Approximately 90% of the subscriber base was reported to have moved to internet-based services as the AMOS contract neared its end.
- 2019
Satellite phaseout announced
[1]Bezeq announced a multi-year transition away from Yes satellite television toward internet delivery.
- 2009
yesMaxHD launched
[1]Yes introduced an HD-DVR capable of recording two programs at the same time.
- 2007
HD broadcasting begins
[1]The company began high-definition satellite broadcasting in December.
- 2004
yesMax introduced
[1]Yes launched its first DVR service, extending the platform beyond linear channel distribution.
- 2000
Commercial television launch
[1]After trial broadcasting began in May, Yes launched full satellite television service in July with a broad multichannel offering.
- 1998
Company established
[1]D.B.S. Satellite Services (1998) Ltd was established to develop Israel's direct-broadcast satellite television service.
Products and positioning
A premium Israeli television and entertainment provider combining broad channel access, movie and series programming, advanced viewing technology, satellite distribution and increasingly fiber-based streaming.
Pay television · 2000
Yes satellite television
The company's original subscription television service, delivered through Israeli AMOS satellites. It offers international and Israeli channels, premium movie and series programming, sports, children's content, foreign-language channels, video on demand and optional packages. The satellite service remains available in limited form during the company's migration toward internet distribution.
DVR · 2004
yesMax and yesMaxHD
YesMax introduced personal video recording to the Israeli pay-TV market in 2004. yesMaxHD followed in 2009 with high-definition recording and the ability to record two programs simultaneously. The products embodied Yes's effort to make television more time-shifted and interactive.
Streaming television
STING TV
STING TV is a modular internet television service in which customers select individual or bundled packages covering movies, series, children’s programming, sports, and science and nature. It can use Android TV equipment and combines selected channels, Israeli digital broadcasts and video-on-demand content.
OTT streaming
yes+
yes+ is Yes's internet-delivered television service. It represents the company's move from satellite distribution toward fiber and broadband viewing, providing television and on-demand content without requiring the customer to rely exclusively on a satellite connection.
Content production and distribution
Yes Studios
Yes Studios is the company's content arm. It owns or supports original Israeli productions and contributes to the development and international distribution of television content, complementing Yes's role as a pay-TV and streaming operator.
Controversies
2021
YES smartphone catches fire during online class
In June 2021, a teacher told Malaysiakini that a subsidised smartphone provided to her nine-year-old nephew caught fire during an online class in Malaysia. No one was injured in the incident. YTL Communications, the company behind the YES brand, said it would investigate the reported incident. The report did not specify the cause of the fire or any further outcome of the investigation.
2020
United Nations settlement database listing
The United Nations listed Yes in a database of companies associated with activities in Israeli settlements in the West Bank, including East Jerusalem. The listing generated criticism concerning the company's operations in territory regarded by the UN as occupied.
2013
Julia Louis-Dreyfus commercial withdrawn
Yes withdrew a commercial featuring Julia Louis-Dreyfus after criticism that the advertisement's treatment of an overweight woman reinforced social stigma.
2011
Allegations of undisclosed paid blogging
A blogger disclosed receiving promotional compensation for a favorable post about Yes Streamer without initially identifying the commercial relationship. The episode prompted media scrutiny of Yes's blogger-marketing practices and followed earlier promotional activity involving bloggers.
Marketing campaigns
- 2009YesMax HD: Stone Age
Israel
A large campaign depicted a soccer match progressing from a primitive setting toward modern technology to communicate the evolution represented by the yesMax HD decoder.
- 2007Gladiator
Israel
A commercial used a gladiatorial scene interrupted by a crying baby to dramatize the ability of yesMax to pause a program and resume it later.
- 2007Haredi HDTV
Israel
A launch advertisement for Yes HDTV portrayed ultra-Orthodox Jews singing a reworked version of “Y.M.C.A.” The commercial was withdrawn after complaints about offensive stereotyping and historical imagery.
Outcome. The advertisement was removed from circulation in December 2007.
- 2005Vietnam War
Israel
A cinematic campaign promoting the launch of the widescreen movie channel Yes Impact.
Brand decisions
2019
Transition from satellite to internet deliveryStrategyBackground
Changing viewing habits, fiber deployment and the approaching end of satellite arrangements reduced the strategic importance of traditional satellite television.
Action taken
Bezeq announced a multi-year discontinuation of satellite television and Yes expanded internet products including STING TV and yes+.
Aftermath
By 2025, approximately 90% of subscribers were reported to use Yes primarily through internet-based services, while a limited satellite service continued.
2007
Launch of HD televisionProduct launchBackground
High-definition television was becoming a competitive differentiator in the Israeli pay-TV market.
Action taken
Yes began broadcasting HD channels using DVB-S2, H.264 and widescreen delivery.
Aftermath
The company expanded its HD offering and introduced an HD-DVR in 2009.
2004
Rebrand around “Say Yes”StrategyBackground
Yes sought to refresh its identity while gaining subscribers against the newly consolidated HOT cable competitor.
Action taken
The company introduced a multicolored circular logo, replaced its earlier cinematic slogan with “Say Yes,” and promoted the change through the yesfesT.V. event.
Aftermath
The rebrand coincided with subscriber gains and plans for additional entertainment programming.
Recent events
- 2025
Yes prepares continued satellite capacity through Dror[1]
Other
Yes announced plans to maintain a limited satellite service using capacity associated with the IAI Dror satellite while most customers use internet-based services.
- 2019
Bezeq announces satellite-service phaseout[1]
Other
Bezeq announced that Yes would discontinue satellite television over a period of several years as the business shifted toward internet and fiber delivery.
- 2007
Yes launches high-definition broadcasting[1]
Product launch · Product generation
Yes began HD transmissions using DVB-S2 and H.264 technology, initially positioning itself ahead of HOT in high-definition television.
- 2004
Yes introduces Israel's first DVR service[1]
Product launch
The yesMax service gave subscribers personal video recording capabilities and became a major extension of the company's television proposition.
- 2000
Yes begins test broadcasting[1]
Product launch
The company began trial satellite broadcasting with an initial lineup of approximately 30 channels before commencing full commercial service later that year.
Sources4 sources
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