DTH
Doordarshan Freedish earns Rs 23.2 crore from 6 channels in 21st e-auction
NEW DELHI: Doordarshan has earned Rs 23.2 crore from the 21st online e-auction of six slots to Indian television channels on its free-to-air DTH platform Freedish.
DD’s target is to touch 112 television channels on Freedish over the next few months.
Against a reserve price of Rs 3.7 crore per slot for the online e-auction, DD earned as much as Rs 4.1 crore from Colors Rishtey, whereas Star Utsav got its slot for Rs 3.9 crore.
Doordarshan sources told Indiantelevision.com that the other slots went to Zee Anmol, Zee Sangam, Housefull Movies and B4U Music for Rs 3.8 crore each.
However, as per information available with this website, the bid amount had gone up to Rs 4.2 crore in one of the earlier e-auctions.
DD sources also said that while Freedish may be encrypted to keep a tab on the number of subscribers, it would continue to remain free-to-air.
The e-Auction was conducted by C1 India Pvt. Ltd., Noida on behalf of Prasar Bharati, thus marking a change in the auctioneer.
The reserve price in the 15th e-auction was Rs 3 crore and was raised to Rs 3.7 crore in the 16th auction.
The six channels were part of Freedish but had to re-bid as their contract had expired. Consequently, Freedish retains 64 channels including DD’s channels and Lok Sabha and Rajya Sabha TV.
The participation amount (EMD) in the e-Auction was Rs 1.5 crore, which was deposited in advance along with a non-refundable processing fee of Rs 10,000 in favour of PB (BCI) Doordarshan Commercial Service, New Delhi.
Incremental amount for the auction was Rs 10 lakh and the time for every slot e-auction was of fifteen minutes duration.
Of the reserve price, Rs 1.1 crore will 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 will be deposited within six months, failing which the reserve price will be forfeited.
Applicants had to provide details of the Uplink/Downlink permission documents received from the concerned Ministries with the applications to ensure they are not rejected.
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.
