DTH
Tata Sky comes up with new offering – Adbhut Kahaniyan
MUMBAI: If suspense as a feeling drives your content viewing needs, Tata Sky has come up with the best fix in the form of its newest service offering – Tata Sky Adbhut Kahaniyan. It has partnered with Shemaroo Entertainment Ltd to curate this one stop destination for crime, thriller and horror content that can be touted as one of the best in Hindi entertainment.
Featuring a wide range of specially compiled library of TV shows, web series and movies, the service promises to be a haven for all aficionados who love edge of the seat entertainment. Additionally, the service will also showcase first-ever-adapted stories from the very popular Hindi heartland magazine, ‘Manohar Kahaniyan’. Exclusively created for Tata Sky, this original series will have stories based on true events. The thriller & crime shows will be showcased between 7.30 pm – 9.30 pm time-band under the banner Killer-Thrillerand the horror shows will be showcased in the 9.30 pm – 11.30 pm time band under the segment Horror Zone. The service has gone live from 5 March.
Bollywood’s favourite villain and the very versatileAshutosh Rana who is famed for his spine-chilling films such as Sangharsh and Dushman Has been roped-in as the face of the service.
Sharing her thoughts on the launch of the service, Tata Sky chief commercial and content officer Pallavi Puri said, “Genres like crime, thriller and horror has witnessed great traction over the past few years. While there are multiple options for these genres available on linear television and OTT platforms, currently there isn’t a single destination catering to all the three content genres. Realising this need-gap we decided to bring to our subscribers – Tata Sky Adbhut Kahaniyan – a curation of the best Hindi content library of TV shows, web series and movies in crime, thriller and horror genre.With this launch, we shall continue to focus on catering to the diverse entertainment needs of our subscribers.”
“Crime-mystery as a genre has enthralled viewers for many generations. I’m excited to be associated with Tata Sky to be the face of Adhbhut Kahaniyan. The service is a complete package of gut-wrenching stories that will keep you completely engrossed,” actor Ashutosh Rana said.
Transporting viewers into the world of mystery and thrill, Tata Sky Adhbhut Kahaniya will actively engage viewers through gripping stories curated from across platforms. A perfect blend of hit shows and movies from the past as well as original content, viewers will be treated to shows like Aahat, Karamchand, Powder, Gehariyaan, Revolver Rani, Gangster and many others. Adding diversity to the programming line-up,the stories fromManohar Kahaniyanwill bring alive thrilling moments through episodes like Rajwada Ka Rahasya, Acid se rachachakravyuh, AdrishyaPyaar, Saazish and many more.The service will be available on the Tata Sky Mobile App under the Video on Demand (VOD) section as well.
About the association, Shemaroo Entertainment Ltd CEO Hiren Gada said, “I am excited to announce another unique partnership with Tata Sky, where we are introducing an interesting service called Tata Sky Adhbhut Kahaniyan, that will showcase stories of crime, thriller and horror genres. Shemaroo constantly aims at getting the best content for its audiences and strives to deliver on the promise of great entertainment, and through this association, we again aim to achieve the same.”
To promote this service Tata Sky has come up with an interesting digital campaign to lure the viewers of crime, thriller and horror genre. An intriguing brand film has also been shot with Ashutosh Rana to bring alive the essence of the property. Tata Sky subscribers can tune into 144 to catch this service. Subscribers can avail the service at Rs 2/- per day through the Tata Sky Mobile app or by logging on to tatasky.com.
DTH
DD Free Dish e-auction revenue dips to Rs 642 crore as slot sales fall
Revenue dips as revised norms reshape bidding in 94th round
NEW DELHI: Prasar Bharati’s DD Free Dish has closed its 8th annual, and 94th overall, e-auction for MPEG-2 slots with total collections of Rs 642 crore for the period April 1, 2026 to March 31, 2027.
That is lower than last year’s Rs 780 crore haul, with 55 slots sold compared with 61 in FY25–26. The softer topline reflects both a slimmer inventory and a recalibrated auction framework.
This was the first auction conducted after amendments to the e-auction methodology, including tighter eligibility norms and a revised reserve price structure for MPEG-2 slots. The stated aim was greater transparency and more serious participation. The immediate outcome appears to be more measured bidding in certain categories.
Day one set the tone. Eight slots were sold, six in the premium Bucket A+ and two in Bucket A. The strong early action in A+, which typically houses Hindi GECs and movie channels, reaffirmed the enduring appeal of mass Hindi programming on the platform.
Among the broadcasters securing slots in the initial rounds were Zee Entertainment Enterprises, Sony Pictures Networks India, Viacom18’s Colors network, Sun Network and Shemaroo Entertainment. Their continued presence signals that, despite the pull of digital platforms, Free Dish remains a strategic must have for legacy networks chasing scale in price sensitive markets.
The final bouquet of 55 channels leans heavily towards Hindi news, movies, devotional fare, Bhojpuri and regional programming.
In Hindi news, familiar heavyweights such as Aaj Tak, ABP News, India TV, News18 India, Republic Bharat and Zee News made the cut. Entertainment and movie offerings include Colors Rishtey, Star Utsav, Dangal TV, Sony Pal, Shemaroo TV, Goldmines, B4U Movies and Zee Biskope. Devotional viewers will find Aastha, Sanskar and Sadhna Gold among the selected channels.
Regional representation includes Sun Marathi, Fakt Marathi, PTC Punjabi and GTC Punjabi.
Equally telling were the absences. Broadcasters such as Big Magic, Filamchi Bhojpuri, India News, Bharat Express, Movieplex Maithili, TV9 Marathi, Shemaroo Marathibana, Zee Chitra Mandir and Satsang did not participate. The pullback is particularly visible across Marathi, Bhojpuri, Maithili and spiritual programming. Industry observers point to the revised reserve prices, tighter eligibility norms and a reassessment of commercial viability as possible factors.
DD Free Dish continues to beam into over 40 million homes, largely in rural and semi urban India. For advertisers and broadcasters alike, it offers efficient access to Bharat markets where pay TV penetration remains uneven and OTT subscriptions are limited.
The moderation in revenue this year may be read as a pause rather than a retreat. Fewer slots, a reworked auction playbook and evolving broadcaster strategies have clearly shaped outcomes. Yet premium Hindi entertainment retains its pull, and the platform’s mass reach remains hard to ignore.
As the FY26–27 line-up settles in, the mix of winners and walkaways will define the private satellite channel landscape on DD Free Dish for the year ahead.
