DTH
FTA DD Freedish to soon encrypt with MPEG-4
MUMBAI: Since inception, DD Freedish has been the only DTH service that hosts free to air (FTA) channels. Boasting 18 million subscribers on the platform, it soon plans to encrypt signals for its future channels.
With nearly 60 channels in its roster, Freedish plans to encrypt future channels with MPEG-4 compression technology to take it up to 110. Speaking exclusively to indiantelevision.com, Doordarshan deputy director general CK Jain said that the auction for the encrypted channels will happen in November with the commercial roll out of set top boxes (STBs) soon after. “48 channels will be on MPEG-4 and 64 on MPEG-2. Viewers who opt for MPEG-4 STBs will be able to view a total of 112 channels, including the FTA ones,” he said.
The extended version of Freedish will have two streams of MPEG-4 and four of MPEG-2 so that the existing subscribers can continue watching the FTA channels. Currently the DTH service has five transponders on Insat 4B and will be soon getting an additional one, taking its tally to six. “The two encrypted streams will allow us to know definite subscriber numbers,” he adds.
Jain is confident that digitisation drive in phase III and phase IV markets will see households pick Freedish. He is also sure that the plus point would be in the new TV households. The MPEG-4 STBs will be sold at a price higher than the current Rs 1200 for MPEG-2. But Jain says that given an option to watch more channels, he expects people to pick MPEG-4 boxes.
Both the boxes will be available for sale through its distributors. November will see the auction for the 48 encrypted slots. Broadcasters who wish to be on the MPEG-4 bands, will have to undergo the auction, including ones who are also available on FTA.
DTH
Dish TV launches ‘Kuch chhota sa’ campaign for TV flexibilit
New campaign highlights 190+ channels, Always-On service, Rs 99 Freedom Pack.
MUMBAI- Sometimes, the smallest remote click can fix the biggest daily friction and Dish TV is betting on exactly that insight. The company has rolled out a new campaign built around the thought ‘Kuch chhota sa karne par, life hogi behtar’, turning everyday viewing annoyances into a case for simpler, more reliable television access.
The campaign taps into a familiar household reality: millions of viewers continue to rely on free-to-air channels but increasingly want the flexibility of premium content, often ending up with a patchy and inconsistent viewing experience. Dish TV positions itself as the middle path—a structured yet flexible alternative that promises continuity without complexity. At its core is the pitch of an “Always-On” service, designed to keep content accessible even when recharge timelines slip, effectively reducing one of the most common friction points in DTH consumption.
To strengthen this proposition, the platform is offering access to over 190 channels, alongside a flexible pricing hook through its Freedom Pack, starting at Rs 99. The pack is positioned as a seasonal companion particularly relevant during high-engagement periods such as cricket tournaments, school holidays and festive windows, when content consumption spikes but users may not want long-term commitments.
Conceptualised by Enormous, the campaign unfolds through two master films and three short edits rooted in slice-of-life storytelling. From a husband quietly navigating around his sleeping wife to siblings striking a compromise over a coveted window seat, the narratives lean into humour and relatability rather than heavy messaging. The underlying idea remains consistent: small adjustments can meaningfully improve everyday experiences.
The rollout spans a full 360-degree media mix, including television, digital platforms, on-ground activations, point-of-sale visibility, Google Display Network placements and influencer-led content, signalling a push for both scale and contextual engagement.
As viewing habits continue to evolve in a hybrid ecosystem of free and paid content, Dish TV’s latest play reflects a broader industry shift where reliability and flexibility are increasingly positioned as differentiators, not just add-ons. In a market crowded with choice, the brand’s wager is simple: sometimes, it’s the smallest tweak that keeps audiences tuned in.
