DTH
Eight TV channels win Freedish slots, bid price goes above Rs 5 cr
NEW DELHI: Setting a new record of getting for Rs 5.3 crore against the reserve price of Rs 4.3 crore, Doordarshan’s DTH platform Freedish bagged as many as eight new channels in the e-auction held last week.
The channels that successfully bid for slots are Zee Anmol, Rishtey, Star Utsav, Fight Soirts, B4U Music, APN, Vision TV (Housefull Movies), and India 24×7.
The reserve price which had been Rs 3.7 crore was raised to its present level for the 25th e-auction in January. indiantelevision.com had learnt that the bid amount went up to Rs 4.7 crore in earlier e-auctions. The reserve price in the 15th e-auction was Rs 3 crore and was raised to Rs 3.7 crore in the 16th auction.
A senior Doordarshan official told indiantelevision.com that the next auction would be held in September, though the exact date had not yet been finalized.
The official refused to give the figure at which individual channels won the auction, as the exact amount after various adjustments was not yet clear.
Freedish – which currently carries eighty TV channels and 23 radio channels –also carries two channels as FTA which are otherwise pay channels – Aajtak and Big TV.
The official clarified that Freedish will be able to carry more channels as it is shortly going on to MPEG4. While it could carry about sixteen channels per transponder but MPEG 4 allows up to 24 TV channels per transponder, apart from radio channels.
The official said the Indian conditional access system (iCAS) is being used to keep a tab on the number of subscribers, but it would remain free-to-air.
The platform at present has space for eighty channels including its own channels and Lok Sabha and Rajya Sabha TV and also carrues 24 All India Radio channels.
The e-Auction was conducted by M/s. C1 India Pvt. Ltd., Noida which also conducted the first stage of the FM Radio Phase III auctions on behalf of Prasar Bharati.
The participation amount (EMD) in the e-Auction was Rs.1.5 crore which was deposited in advance. Incremental amount for the auction was Rs 10 lakh.
Of the bid price, Rs 1.1 crore will be deposited within one month of placement and another Rs 1.1 crore within two months along with service tax of 14.5 per cent on the bid amount.
The balance bid amount will be deposited within six months, failing which the deposited amount will be forfeited and the channel discontinued after a 21-day discontinuation notice.
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.
