DTH
DD Free Dish adds six new MPEG-2 slots
KOLKATA: Public broadcaster Prasar Bharati's free-to-air DTH platform service DD Free Dish has added six new MPEG-2 slots, on the back of having surpassed an estimated 40 million subscribers.
The move comes at a time when the platform witnessed a significant jump in the overall sales of MPEG-2 slots at the recently concluded 52nd e-auction of DD Free Dish. It raked in Rs 731.34 crore from the sale of 57 MPEG-2 slots, compared to Rs 594.25 crore collected from the sales of 53 slots in March 2020.
The third annual e-auction was conducted from 22 February and ended on 27 February. Applications were received for e-auction under six different buckets. 57 channels were allocated slots on various buckets after multiple rounds of robust bidding.
Prasar Bharati also amended the policy guidelines for DD Free Dish slots in late February. According to the new rules, the reserve price for MPEG-4 slots have been fixed at Rs 50 lakh per annum. Earlier, the reserve price was Rs 5 lakh per annum.
The amended rules termed ‘Policy guidelines for allotment of slots of DD Free Dish Direct-to-Home Platform to satellite TV channels (Third amendments), 2021’ came into force from 22 February. “Bidding in the e-auction of vacant unreserved MPEG-4 slots will be open to all genre (language) channels at a reserve price of Rs 50.00 Lac/annum,” Prasar Bharati wrote in a notification.
DD Free Dish earned nearly Rs 10 crore through 53rd e-auction of MPEG-4 slots of DD Free Dish and 11 channels were successfully allocated MPEG-4 slots post the auction. According to estimates, the platform could cross 50 million households by 2025.
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.
