DTH
Tata Sky targets south India during festive season
MUMBAI: Last year, DTH operator Tata Sky ventured into the Malayalam market by getting Mohanlal on board as its brand ambassador. Now, it has targeted all the remaining three states in one go in its bid to expand in the south of India.
The DTH operator has signed on Tollywood star Mahesh Babu to represent the brand in Andhra Pradesh and Telangana and Sudeep for Karnataka. It has refrained from signing one for Tamil Nadu but has refreshed its push with a new TVC campaign.
‘Better kante best’ is the tagline being used in Telugu to proclaim its 23 Telugu channels along with knowledge, English and Hindi news channels in the base pack. Babu will propagate this tag line through his TVCs.
The ad campaign featuring Sudeep is built on the premise that people have gotten used to adjusting to things in life but with Tata Sky’s offerings, there is no need to compromise while choosing its STB. Sudeep will enhance this ‘no compromise’ theme in his TVCs.
Kannada viewers will have 14 local channels along with knowledge and English news channels in the base pack.
For Tamil Nadu customers, an advertising campaign will be activated across TV, print, outdoor and online media by conveying the message to Tamil customers who make purchases after careful evaluation that Tata Sky will be their preferred choice due to its quality. With packs starting at Rs 180, new connections will get the Tamil language pack free along with the base pack.
The TVC campaign states ‘Ovvoru vishaiyathaiyum alasi aranju mudivu panravunga, set top box-inu varumbodhu kandippa Tata Sky-dhan choose pannuvanga!” (Those who decide everything after careful evaluation, choose a Tata Sky set top box).
Customers of the southern states can avail an offer of an additional regional pack free for one whole year.
The customer case service has been strengthened with additional call centre support, on-ground manpower and trained personnel to deal with increasing enquiries during the upcoming festive season.
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.
