DTH
DD notifies tenders for FreeDish MPEG4 STBs
NEW DELHI: Tenders submitted for set top boxes suitable for MPEG4 upgradation of the country’s only free-to-air direct-to-home platform DD FreeDish will be opened on 25 October 2016.
In an announcement, the Indian pubcaster Doordarshan said that original equipment manufacturers filing tenders for this purpose would have to be DD authorized OEMs to sell DD approved Indian conditional access system (iCAS) and firmware/middleware-enabled boxes.
Those applying would have to buy the form for Rs 10,000 and then give earnest money for Rs 1 million and deliver the STBs within a period of three months.
A DD official, who did not want to be named, said it was clear that DD will not be paying any money to those who are found suitable but will only approve their bids in accordance with the parameters set for suitability of the STBs. The earnest money was only aimed at getting genuine manufacturers, he added.
India is expected to have 173 million paid cable and satellite home in India by the beginning of next year and the official added that the exact number of FreeDish subscribers would be known when the Indian Conditional Access System (iCAS) system becomes fully operational. Since any individual can buy a FreeDish antenna and set it atop his house, it is difficult to indicate the number of subscribers.
A pre-bid conference would be held on 3 October 2016.
The application form, including technical and financial details, can be downloaded from website www.tenderwizard.com/PB. E-application notice is also available on Doordarshan website www.ddindia.gov.in using the link tender notice (engineering) or from eprocure.gov.in/cppp.
Earlier, indiiantelevision.com had reported that FreeDish had plans to add 24 new channels, increasing the number from 80 to 104.
The platform has space for 80 channels altogether, including its own channels and Lok Sabha and Rajya Sabha TV along with 24 All India Radio channels.
Sources told indiantelevision.com that FreeDish is being encrypted through iCAS to keep a tab on the number of subscribers, but it would remain free-to-air.
Also read: Free Dish capacity to go up from 80 to 104 TV channels before year-end
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.
