DTH
FreeDish ready to beam 104 TV channels; 24 on MPEG4
NEW DELHI: Doordarshan today formally announced that it is now capable of carrying 104 television channels on its free-to-air direct-to-home FreeDish. 24 channels that are being added to the existing 80 channels will be directly be launched on MPEG4 technology.
DD officials also confirmed that FreeDish will soon be capable of carrying up to 250 channels.
In line with the ‘Digital India’ and ‘Make in India’, DD has decided to implement Indian CAS (iCAS) on DD FreeDish Platform. iCAS (which is an initiative of the central government, is being initially introduced in 24 MPEG-4 channels. The introduction of iCAS will provide enhanced viewing experience.
DD officials said these additional 24 MPEG-4 SDTV channels will be available to viewers in FTA mode. The existing viewers will continue to get 80 SDTV channels, but will have to obtain iCAS-enabled authorised set-top boxes for accessing all 104 channels.
Although FreeDish will remain free to air with no monthly or periodic fee, the viewers will be required to register with DD FreeDish on getting the new STB from Doordarshan authorised STB dealers.
Slots on DD FreeDish are allocated to private channels through a transparent system of e-auction. DD earned Rs 980 million in 2014-15, Rs 1800 million in 2015-16, and Rs 1040 million till September in 2016-17. The next auction – the 31st – is slated for 5 October. FreeDish was launched with a modest bouquet of 33 channels in December 2004, and now carries eight TV channels and 32 radio channels.
The platform has a rich bouquet of channels consisting of 22 Doordarshan channels, two parliamentary channels, seven general entertainment and music channels each, 18 movie channels, 13 news channels, three religious channels and eight channels of other genres.
DD officials said implementation of iCAS and authorisation of STB original equipment manufacturers (OEMs) by Doordarshan will give a major thrust to ‘Make in India’ and ‘Digital India’. At present, a majority of STBs are imported. However, the introduction of iCAS will help in standardization of STBs and encourage quality STB manufacturing in India.
For authorisation of STB OEMs, a series of meetings were conducted by DD DG Supriya Sahu and her team with the Indian STB manufacturers, Department of Telecom and Information Technology, C-DAC, chip set manufacturers and other stakeholders.
After active consultation with all the stakeholders, DD started the process for rolling out MPEG-4 STBs for its DD FreeDish with iCAS. Doordarshan has invited e-applications for authorisation / empanelment of STB OEMs to sell / distribute DD-approved CAS-enabled DD FreeDish set-top boxes (STB) in India.
Once the Indian STB OEMs are authorised by DD, they will start manufacturing quality STBs in India. They will set up their distribution network all over India for selling Indian STBs and providing services to Doordarshan FreeDish viewers. Doordarshan DTH has also planned to set up customer care service for DD FreeDish viewers and has planned extensive complaint redressal mechanism.
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.
