DTH
FreeDish a key driver in FTA channels’ growth by ’20
BENGALURU: Telecom Regulatory Authority of India (TRAI) numbers for the six private players in the DTH industry show a very poor growth rate of just 0.96 million and 5.8 million during the quarter and year ended 31 March 2017 (Q4-17, FY-17) respectively. This figure is far lower – less than one-third of the 17.38 million active DTH subscribers added in FY-16. According to an E&Y report titled ‘India’s Free TV’ released in July 2017, among the DTH operators in the country, DD FreeDish has grown to become the largest with estimated 22 million subscribers. This would make it the single largest distribution platform in India today. While there is no concrete data around it, because any customer can buy from a variety of hardware options and commence downlinking the FreeDish feed, DD FreeDish subscribers are expected to cross 40 million in the next 2 to 3 years.
The report says that this growth in subscriber base has caught the attention of both broadcasters and advertisers today. All large broadcasters, including Star, Zee, Sony and Viacom, have launched their FreeDish-based channels. The content on these channels is similar to that on the broadcasters’ general entertainment pay channels but is dated by up to a year or even less. Success of channels such as Zee Anmol (with ad revenue of approximately Rs 800 million) and Sony Pal (with ad revenue of approximately Rs 1,100 million) has led to even further channel launches by broadcasters, which have now launched FTA film channels on FreeDish as well.
Hindi news television, a segment always skewed toward FTA channels, has taken to DD FreeDish in a big way in order to protect its ad revenues and save on the carriage fees charged by distribution companies. Almost all large Hindi news channels are now on the DD FreeDish platform says the report.
The report says that several factors are working together in the current environment in 2017, which E&Y believes will lead to a significant growth in free TV viewership over the coming years. These factors include:
1. Digitisation of cable TV distribution – DAS IV Given the regulatory push toward digitization, the government of India has mandated the total shutdown of analogue cable transmissions from April 2017. In effect, this will require consumers, particularly those in DAS III and IV markets, to make a choice – opt for more expensive cable TV options, DTH or free TV options such as terrestrial TV or FreeDish. Given that they would have to invest in hardware (a STB and perhaps also a dish), the more price-conscious customers may opt for free television services in the immediate term.
2. The proposed new tariff order -With the base price set by the new tariff order at a maximum of Rs130 plus tax for carriage of 100 channels, customers paying Rs150 per month or below will now end up losing access to all pay channels they were receiving. In such an event, they would have the option to either pay more to receive pay channels of their choice or decide that free television would be a better option, given the quantum of quality content on it. Broadcasters’ FTA channel strategy may impact their subscription revenues in the event the move toward free television becomes significant.
3. The fast growth of DD FreeDish – FreeDish currently provides over 80 channels and is moving toward 250 channels, many of whom have the same or similar content than pay channels. In addition, recent regulations classifying even more sports events as those of national importance (hence requiring them to be shared with DD) make the FreeDish bouquet formidable competition to pay bouquets.
4. DTT on mobile infrastructure- One interesting development relating to mobile television is the advent of digital terrestrial distribution. Since this is a broadcast technology, the key implication will be that consumers whose mobile handsets have the required antenna would not be required to pay any bandwidth charges. Consequently, once the mobile handset ecosystem matures, DTT could also provide a strong addition to free television services.
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.
