DTH
DD FreeDish e-auction put off due to technical errors
MUMBAI: In probably what is a first, DD FreeDish’s e-auction was scrapped yesterday. The reason: technical glitches on the site of the auctioneer C1 India Pvt Ltd.
DD has made this announcement on its website admitting that, since bidders were experiencing problems, the bidding process was being put off until C1 India rectifies the errors.
DD FreeDish had announced 5 October as the 31st e-auction date last month. It had put the reserve price for the vacant slot at Rs 4.3 crore despite the bid amount touching Rs 5.2 crore in the previous 30th e-auction. It had also urged private channels whose agreement with the free DTH was expiring on 31 December 2016 needed to take part in the e-auction to continue to be distributed by it.
DD said it would keep bidders informed about the resumption date.
The free TV service is gearing up to expand its capacity to 104 channels and then to 250 by 2018. It has started rolling out MPEG4 boxes with iCAS, in place of the earlier MPEG2 ones.
DD FreeDish has come as a boon of sorts, helping India’s broadcasters to generate good revenues from old library and catalogue channels. Channels such as Zee Anmol, Sony Pal, Star Utsav – tenants of DD FreeDish — which show reruns of old TV shows and films have suddenly become the eye candy of the advertising community as they offer them reach in rural areas that channels distributed by cable TV and private DTH cannot.
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.
