DTH
Auctions on 5 Oct for Freedish licence renewal
NEW DELHI: The conuntry’s only free-to-air direct-to-home platform Doordarshan Freedish is holding its 31st auction on 5 October. Despite having touched a bid amount of Rs 5.2 crore in the last auction on 15 September, the new auction will have the same reserve price of Rs 4.3 crore.
A DD announcement stated that the auction is for ‘vacant DTH slot’ without indicating the number of slots, though indications are that there may be more than one vacant slot.
The slots have fallen or are falling vacant as the license period of one or more of the 80 TV channels on the platform is expiring. The announcement was clear that those channels who are already on the platform but whose licences are expiring by 31 December 2016 can participate. Others whose licenses will expire on or after 1 January 2017 are not permitted to participate.
Sources told indiantelevision.com that Freedish is being encrypted through Indian Conditional Addressable System (iCAS) to keep a tab on the number of subscribers, but it would remain free-to-air.
The e-auction will be 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 is Rs.1.5 crore which will be deposited in advance before or by 12 noon on 5 October along with processing fee of Rs.10,000 (non-refundable) in favour of PB (BCI) Doordarshan Commercial Service, New Delhi.
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.
