DTH
Tata Sky deploys Brocade to boost data center capacity
MUMBAI: Faced with exponential growth in demand for satellite broadcaster and interactive TV services, direct-to-home (DTH) satellite broadcaster Tata Sky has selected an advanced networking system from Brocade to significantly boost data center capacity.
Tata Sky has been using Brocade network switches for its call center operations. Now, as part of a broader upgrade at its key data center that also increases data storage system capacity from Brocade, the company is set to deploy an efficient and highly scalable Ethernet fabric based on Brocade VDX 6740 switches and Brocade VCS Fabric technology.
Compared to the conventional three-tier switching infrastructure it will replace, the Brocade network solution operates as a single layer and as a single virtual device that delivers low-latency application performance and a much better user experience.
“Tata Sky’s partnership with Brocade is strategic and long term. The core engineering talent and passion to deliver stands out at Brocade. We are planning to consolidate our data centers and Brocade will be our preferred networking partner. High throughput, no latency, and the highest level of automation are key features of Brocade technology that are directly relevant for our IT infrastructure,” said Tata Sky chief information officer Ravishanker.N.
“The explosive demand for increasingly high-resolution video content across all platforms is making the media and entertainment industry one of the hottest areas in terms of adopting new network technology. Tata Sky will be moving straight to the leading edge with a data center Ethernet fabric that will enable it to scale its network almost effortlessly. The intelligent foundation for the increased virtualisation of its data center operations will also give it the agility to better deal with spikes in service demand,” added Brocade Australia and New Zealand senior director Gary Denman.
As part of this solution, Brocade VDX 6740 switches support the VCS Fabric technology, which enables a high-performance switching cluster of interconnected switches that are manageable as a single device. By adding switches to the fabric – which is a simple matter of activating the 40 Gigabit Ethernet (GbE) interconnects and powering up the devices – Tata Sky will be able to enjoy linear data center scalability in cost-effective increments.
The Brocade VDX switches are designed to support the high-bandwidth demands of virtual machine hosts, delivering a high density of wire-speed 10 GbE ports in a top-of-rack configuration. The low-latency port-to-port performance across the VCS fabric enables it to efficiently manage the high level of “East-West” traffic typical of cloud data centers. The VCS fabric will also provide Tata Sky with a very high level of network automation and virtual machine awareness, helping to greatly increase the agility of its data center operations.
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.
