DTH
DD Free Dish concludes Mpeg 2 e-Auction, securing 60 television channels for 2025-26
MUMBAI: Pubcaster Prasar Bharati has successfully concluded its annual DD Free Dish MPEG-2 slot e-auction, allocating spaces to 60 television channels for the period of 1 April 2025, to 31 March 2026. Major broadcasters securing slots include: Sony, JioStar, Zee, Sun TV. Some of the prominent channels on FreeDish include names such as Colors Rishtey, Sony Pal, and several leading news channels including Aaj Tak, ABP News, and Republic TV Bharat.
The auction process, initiated on 9 January, introduced a structured categoriastion system comprising six distinct buckets, each tailored to specific channel genres and languages. The pricing strategy implemented a two-round system, with initial reserve prices ranging from Rs 3 crore for regional channels to Rs 15 crore for Hindi/Urdu general entertainment channels. The second round saw these figures increase incrementally, with the highest bracket reaching Rs 16 crore.
To ensure quality content delivery, Prasar Bharati has instituted a new 75 per cent alignment rule, mandating that three-quarters of a channel’s content must align with its declared genre and language. The broadcaster maintained its standard eligibility criteria, requiring participating channels to possess valid ministry of information and broadcasting permits for Indian distribution.
The auction’s participation structure included a Rs 1.50 crore fee for MPEG-2 slots, while MPEG-4 slots commanded Rs 3 lakhs. Notably, the framework extended participation rights to international public broadcasters operating under relevant guidelines.
This auction follows a successful 2024 edition which generated Rs 1,156 crore through the sale of 64 slots, indicating the platform’s sustained commercial viability in India’s broadcasting landscape. The slight reduction in allocated slots from 64 to 60 suggests a possible strategic recalibration of the platform’s capacity utilisation.
The successful conclusion of this auction reinforces DD Free Dish’s position as a significant distribution platform in India’s television market, particularly for reaching audiences in regions where paid television penetration remains limited.
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.
