The company had first tied up with Shah Rukh in 2007.
"Shah Rukh is the undisputed king of Bollywood - the best in his field. He is someone who personifies style, entertainment and popularity and these values resonate perfectly with our brand attributes as well, " said Salil Kapoor, COO, Dish TV.
While Dish TV, direct-to-home (DTH) service provider, has renewed its contract with the actor, media reports indicate that soft drink giant Pepsico has decided to drop him as their brand ambassador and find a new face.