DTH
Tata Sky targets 1 July for DTH launch
MUMBAI: Rumours of delays may be rife in the market but Tata Sky – the 80:20 joint venture between the Tata Group and Star India – is targeting a 1 July commercial launch of its direct-to-home (DTH) service, informed industry sources aver.
Tata Sky CEO Vikram Kaushik, while speaking to Indiantelevision.com, was however quite categorical that any talk of a date of launch was premature at this stage and therefore purely speculative. Kaushik would only confirm that his company was on target for a mid-year launch for its DTH service.
Tata Sky will begin the “test run” of India’s third DTH service after Zee Group’s DishTV and Prasar Bharati’s DD direct from 15 May, the sources say. It has marked out a 45-day window period till 30 June during which time all technical and channel and programme related issues will have been ironed out.
According to the sources, the preparatory work for the launch has been ratcheted up several gears in the last three weeks after the company collected from the information and broadcasting ministry the final licence clearing the way for the $500-million DTH service to take off.
It was in December last that the telecommunication ministry gave its green signal for the vexed matter of setting up an uplinking base in Delhi by Videsh Sanchar Nigam Ltd, an issue that was under government scanner on technical grounds of land use by VSNL of its Chattarpur facility. The telecom ministry nod was seen as crucial for obtaining the final licence from the I&B ministry.
Tata Sky has three operational centres in the country. Its technical set-up is headquartered in the capital, its complete back-up systems, including call centre operations, is out of Bangalore while its commercial activities are managed from Mumbai.
One big priority of course is getting all popular channels onto its platform, a matter that rival DishTV has still to resolve with the Star network and the Sony-Discovery One Alliance. Here, like in the case of the Subhash Chandra-promoted DTH service, ESPN Star Sports has already worked out a carriage deal with Tata Sky.
Queried about this, Kaushik would only say, “We are in ongoing discussions with all major broadcasters. More than this I cannot comment at this stage.”
Speaking of channels, a key function of all addressable systems is the electronic programme guide (EPG). Tata Sky has exchanged letters with all broadcasters on use of logos and such in regards to how the programming highlights in its EPG will be displayed. The operator has reportedly requested all channels to provide these details ahead of the 15 May week.
Another aspect that Tata Sky has to confront is of how to get around the last mile roadblock. One strategy that it is going with is to introduce pre-paid cards, which Kaushik believes would make subscription payment easier for the consumer. This differs from the DishTV strategy, which offers new customers its services for Rs 3,990 that includes one year’s subscription. After a year, DishTV subscribers pay a monthly subscription fee.
Secondly, Tata Sky plans to take the responsibility of directly installing the hardware in every subscriber’s home and servicing it whenever needed. This again differs from DishTV which has a distribution network of about 5,000 dealers / distributors across the country.
On the hardware side, Tata Sky, like DishTV has done, will be offering its boxes through consumer durable outlets.
As regards subscriber acquisition, Tata Sky is following a two-pronged strategy of targeting individual consumers as well as institutions, for which there is a separate head of institutional sales.
Industrial townships, hospitals, hotels, etc. are where the operator is directly negotiating to set up a central dish antenna through which it can connect individual installations.
Where it has come into direct confrontation with last mile operators has been when it approached housing societies in various cities with the institutional model to offer its services.
In fact, one of the reasons for a majority of cable networks in Kolkata blacking out the Star group of channels has been this issue. The protest against carriage of the Star channels in Kolkata is being led by the Forum of Cable Operators and Cable Operators Sanjukta, two association bodies of the last mile operators in the city. “Star was asking for a hike, which we couldn’t have passed on to the consumers. Besides, Tata Sky, where Star is a partner, is wanting to grab subscribers by offering housing societies free cabling from a single central antenna,” Cable Operators Sanjukta spokesperson Papi Banerjee told Indiantelevision.com recently.
Be that as it may, Tata Sky has set itself some ambitious goals. The major one reportedly being to acquire around one million subscriptions by this year.
Tata Sky CEO Vikram Kaushik, while speaking to Indiantelevision.com, was however quite categorical that any talk of a date of launch was premature at this stage and therefore purely speculative. Kaushik would only confirm that his company was on target for a mid-year launch for its DTH service.
Tata Sky will begin the “test run” of India’s third DTH service after Zee Group’s DishTV and Prasar Bharati’s DD direct from 15 May, the sources say. It has marked out a 45-day window period till 30 June during which time all technical and channel and programme related issues will have been ironed out.
According to the sources, the preparatory work for the launch has been ratcheted up several gears in the last three weeks after the company collected from the information and broadcasting ministry the final licence clearing the way for the $500-million DTH service to take off.
It was in December last that the telecommunication ministry gave its green signal for the vexed matter of setting up an uplinking base in Delhi by Videsh Sanchar Nigam Ltd, an issue that was under government scanner on technical grounds of land use by VSNL of its Chattarpur facility. The telecom ministry nod was seen as crucial for obtaining the final licence from the I&B ministry.
Tata Sky has three operational centres in the country. Its technical set-up is headquartered in the capital, its complete back-up systems, including call centre operations, is out of Bangalore while its commercial activities are managed from Mumbai.
One big priority of course is getting all popular channels onto its platform, a matter that rival DishTV has still to resolve with the Star network and the Sony-Discovery One Alliance. Here, like in the case of the Subhash Chandra-promoted DTH service, ESPN Star Sports has already worked out a carriage deal with Tata Sky.
Queried about this, Kaushik would only say, “We are in ongoing discussions with all major broadcasters. More than this I cannot comment at this stage.”
Speaking of channels, a key function of all addressable systems is the electronic programme guide (EPG). Tata Sky has exchanged letters with all broadcasters on use of logos and such in regards to how the programming highlights in its EPG will be displayed. The operator has reportedly requested all channels to provide these details ahead of the 15 May week.
Another aspect that Tata Sky has to confront is of how to get around the last mile roadblock. One strategy that it is going with is to introduce pre-paid cards, which Kaushik believes would make subscription payment easier for the consumer. This differs from the DishTV strategy, which offers new customers its services for Rs 3,990 that includes one year’s subscription. After a year, DishTV subscribers pay a monthly subscription fee.
Secondly, Tata Sky plans to take the responsibility of directly installing the hardware in every subscriber’s home and servicing it whenever needed. This again differs from DishTV which has a distribution network of about 5,000 dealers / distributors across the country.
On the hardware side, Tata Sky, like DishTV has done, will be offering its boxes through consumer durable outlets.
As regards subscriber acquisition, Tata Sky is following a two-pronged strategy of targeting individual consumers as well as institutions, for which there is a separate head of institutional sales.
Industrial townships, hospitals, hotels, etc. are where the operator is directly negotiating to set up a central dish antenna through which it can connect individual installations.
Where it has come into direct confrontation with last mile operators has been when it approached housing societies in various cities with the institutional model to offer its services.
In fact, one of the reasons for a majority of cable networks in Kolkata blacking out the Star group of channels has been this issue. The protest against carriage of the Star channels in Kolkata is being led by the Forum of Cable Operators and Cable Operators Sanjukta, two association bodies of the last mile operators in the city. “Star was asking for a hike, which we couldn’t have passed on to the consumers. Besides, Tata Sky, where Star is a partner, is wanting to grab subscribers by offering housing societies free cabling from a single central antenna,” Cable Operators Sanjukta spokesperson Papi Banerjee told Indiantelevision.com recently.
Be that as it may, Tata Sky has set itself some ambitious goals. The major one reportedly being to acquire around one million subscriptions by this year.
DTH
DD Free Dish e-auction heats up with 26 MPEG-2 slots sold in two days
Hindi movies, GEC and news dominate; Star Utsav Movies tops Day 2 at Rs 213.45 crore
MUMBAI- The bidding war on DD Free Dish is turning into a blockbuster and the slots are selling faster than popcorn at interval. Prasar Bharati’s 8th annual MPEG-2 e-auction delivered another strong day on Tuesday, with 18 more channels securing spots across movies, regional music and news buckets, taking the two-day total to 26.
Day 2 belonged to the movies and news categories. In Bucket A (Hindi Movies), Star Utsav Movies led the pack at Rs 213.45 crore, pipped only narrowly by Zee Action at Rs 213.4 crore. Goldmines landed at Rs 13.35 crore and Zee Anmol at Rs 13.3 crore, showing razor-thin price bands and fierce competition. Bucket B saw Zee Bioscope top at Rs 10.6 crore, Bhojpuri Cinema Rs 10.5 crore, B4U Bhojpuri Rs 10.2 crore, while Showbox, Unique TV and B4U Music each closed at Rs 10.25 crore.
News channels in Bucket C stayed tightly bunched: NDTV, Aaj Bharat, Zee News and India TV all secured slots at Rs 8.6 crore, with News Nation and ABP News slightly higher at Rs 8.65 crore. Bucket D rounded out with Russia Today at Rs 9.75 crore and GTC Punjabi at Rs 7.92 crore.
Day 1 had already set a premium tone, with eight slots snapped up – six in Bucket A+ (Hindi/Urdu GEC, starting reserve Rs 15 crore) and two in Bucket A (Hindi/Urdu Movies, starting Rs 12 crore). Sony PAL topped Day 1 winners at Rs 16.55 crore, Star Utsav Rs 16.25 crore, Shemaroo TV Rs 16.35 crore, Zee Anmol, Colors Rishtey and Sun Neo at Rs 16.40 crore each. Sony WAH took a Bucket A slot at Rs 13.95 crore and Zee Anmol Cinema at Rs 13.45 crore.
The surge reflects broadcasters’ hunger for DD Free Dish’s estimated 43–45 million rural and semi-urban households, where Hindi GEC and movies remain advertising goldmines.
The auction runs under the revised E-auction Methodology 2025 (amended 9 January 2026), with escalating reserves – Round 2 Bucket A+ at Rs 16 crore, Round 3 Bucket A at Rs 13 crore – and stricter eligibility to weed out speculative bids. Channels must be operational, available in the relevant language, and already carried on at least one private DTH, DD Free Dish or registered MSO.
With premium genres flying off the shelf, the coming rounds will test how deep pockets really are as reserves climb and tactical down-bidding gets harder. In India’s largest free-to-air universe, these auctions aren’t just about slots – they’re about who gets to stay on the screen that reaches deepest into the heartland.
