DTH
DD Freedish confirms MPEG-4 next month, NDTV says no decision on going FTA on any of its channels
New Delhi: Even as two pay channels – Aajtak and Big Magic – have come on Doordarshan Freedish as free-to-air channel, possibilities have opened up for more channels coming on the platform even as it prepares to complete its migratiom to MPEG-4 next month. A Prasar Bharati source confirmed that the switch-over to MPEG-4 will be in two phases and the aim was to take the total capacity to 112.
Claiming that the Broadcast Audience Ratings Council (BARC) ratings had shown the importance of Freedish in reaching out to rural India, the source said that Aajtak and Big Magic which are pay channels are being run as FTA and have been accommodated in the current MPEG-2.
Meanwhile, NDTV denied any decision on turning FTA and coming on Freedish next month. An NDTV source said that any such decision, if taken, would be communicated through the media. A senior official who did not want to be named also confirmed that no decision had been taken yet on any of the NDTV bouquet channels going free to air, since this kind of decision could only be taken at the management and board levels.
Doordarshan sources also said that as all the 64 slots under MPEG-2 had been filled, there was no question of any other channel coming on. In any case, he said any channel which decided to come on the platform had to bid in the auctions that are held from time to time. All the slots under MPEG-2 were filled, the next auction date had not been finalized, the sources confirmed.
Freedish is adopting the conditional access system designed by the Bangalore-based ByDesign India Pvt Ltd.
The ByDesign model is totally indigenous and built for DVB-C setup. This CAS solution will enable broadcasters and network operators to control access to their services by viewers, and thereby enabling them to extend their business models to subscription based schemes.
This will mean that the Freedish will become encrypted but will remain free to air. In addition to helping increase the number of channels on the platform, this will enable Freedish to gauge the exact number of households relying on Freedish as encrypted set top boxes will only be available with authorized dealers.
The ByDesign CAS is provided by making access possible to content, depending on subscriber credentials, which are generated by this CAS and sent through the broadcast system to receivers in the field.
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.
