DTH
DD Freedish auctions 8 channels for Rs 31.3 crore in 22nd online e-auction
NEW DELHI: Doordarshan earned Rs 31.3 crore from the auction of eight slots to Indian television channels on its free-to-air DTH platform Freedish in the 22nd e-auction.
The latest e-auction was held on 22 September. DD’s attempt is to touch the target of 112 television channels in the next few months.
Speaking to Indiantelevision.com, DD deputy director general C K Jain said that against the reserve price of Rs 3.7 crore per slot for the online e-auction, it earned the highest figure of Rs 4.2 crore from Sanskaar channel, which has come on to the platform for the first time.
Another channel, which has hopped on to the Freedish platform for the first time is WOW Cinema.
The other channels are: IBN7, Aastha, Aastha Bhajan, News Nation, Bhojpuri Cinema, and Dangal. While these channels were a part of Freedish earlier, they had to re-bid as their contract had expired.
The auction was held barely six weeks after the last e-auction in August, which earned DD Rs 23.2 crore.
Indiantelevision.com has also learnt that the bid amount went up to Rs 4.7 crore in earlier e-auctions.
DD sources said that while Freedish may be encrypted soon from Mpeg 2 to Mpeg4 to keep a tab on the number of subscribers, it would remain free-to-air.
The e-Auction was conducted by C1 India Pvt. Ltd., Noida.
Currently, Freedish has 64 channels including its own channels, and Lok Sabha and Rajya Sabha TV.
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.
