DTH
DD Freedish e-auction scheduled on 22 Sept with reserve price of Rs 3.7 crore
NEW DELHI: Barely six weeks after the last e-auction, Doordarshan will hold the 22nd e-auction for its free-to-air DTH platform Freedish on 22 September in an attempt to touch the target of 112 television channels in the next few months.
Doordarshan has set a reserve price of Rs 3.7 crore per slot (as in the last few auctions) for the online e-auction, though Indiantelevision.com learnt that the bid amount went up to Rs 4.7 crore in earlier e-auctions.
In the 21st auction on 12 August, DD Freedish managed to auction six slots for approximately Rs 23.2 crore.
However, DD sources refused to divulge the number of slots being auctioned to prevent bidders forming consortia to bid or resort to other malpractices.
Sources also said that while Freedish may be encrypted from Mpeg2 to Mpeg4 shortly to keep a tab on the number of subscribers, it would remain free-to-air.
The e-auction will be conducted by C1 India Pvt. Ltd., Noida which is also conducting the FM Radio Phase III auctions on behalf of Prasar Bharati.
The reserve price in the 15th e-auction was Rs 3 crore and was raised to Rs 3.7 crore in the 16th auction.
Currently, Freedish has 64 channels including its own channels, and Lok Sabha and Rajya Sabha TV.
The participation amount (EMD) in the e-auction is Rs 1.5 crore, which has to be deposited in advance before or by 12 noon on 22 September along with the non-refundable processing fee of Rs 10,000 in favour of PB (BCI) Doordarshan Commercial Service, New Delhi.
Incremental amount for the auction will be Rs 10 lakh and the time for every slot e-auction will be of 15 minutes duration.
Of the reserve price, Rs 1.1 crore has to be deposited within one month of placement and another Rs 1.1 crore within two months along with service tax of 14 per cent on the bid amount.
The balance bid amount needs to be deposited within six months, failing which the reserve price will be forfeited.
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.
