DTH
54 channels submit bids for 44th DD Free Dish e-auction
MUMBAI: Fifty four channels have submitted bids for the 44th DD Free Dish e-auction, which will be tentatively held on 24 February for MPEG-2 slots.
HSM channels:
According to sources close to the development, two Hindi GECs Dangal and Big Magic have bid for the auction. Among other HSM channels, seven Hindi music channels including Showbox, 9XM, MTV Beats and eleven Hindi movie channels like B4U Movies, Enter10 are also looking at vacant MPEG-2 slots. All the major players like News18 India, NDTV India, Zee News, Aaj Tak, Republic Bharat have also placed their bids.
Regional channels:
In the regional cluster seven Bhojpuri channels including Big Magic Ganga, Zee Biscope, B4U Bhojpuri, one Marathi channel, four Punjabi channels and four regional news channels have placed their bids. Moreover, four religious channels are also participating the auction.
Recently DD Free dish increased MPEG-2 slots on its platform. Private TV channels can participate in this e-auction to add TV channels on DD Free Dish, for the period from 1 April 2020 to 31 March 2021. In the 42nd e-auction for allotment of 8 MPEG-2 slots the channels that came on board were mostly new.
As per the rules mentioned by the public broadcaster Prasar Bharati, only satellite channels licensed by the Ministry of Information and Broadcasting (MIB) would be allowed to participate in the allocation. International Public Broadcasters licensed/ registered/permitted by the MIB can also participate in the e-auction.
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.
