DD Free Dish, India’s only free-to-air (FTA) direct-to-home (DTH) service, recently concluded its annual MPEG-2 slot e-auction. This event is crucial for broadcasters vying for a coveted spot on a platform that reaches millions of households across the nation, particularly in areas with limited pay-TV penetration. The latest e-auction saw major broadcasters like Sony, JioStar, Zee, and Sun TV securing slots, highlighting the platform’s continued significance in the Indian television landscape.
The e-auction, initiated on January 9th, followed a structured categorization system, dividing channels into six distinct buckets based on genre and language. This system aimed to ensure a diverse offering for viewers. The pricing strategy involved a two-round bidding process. In the first round, reserve prices ranged from ₹3 crore for regional channels to ₹15 crore for Hindi/Urdu general entertainment channels (GECs). The second round saw these figures increase, with the highest bracket reaching ₹16 crore.
Prasar Bharati, the operator of DD Free Dish, allocated 60 television channel slots for the period from April 1, 2025, to March 31, 2026. This is slightly lower than the 64 slots allocated in 2024, indicating a possible strategic adjustment in capacity utilization.
Several prominent channels have secured their presence on DD Free Dish, including popular names like Colors Rishtey, Sony Pal, Aaj Tak, ABP News, and Republic TV Bharat. The return of major broadcasters like Zee Anmol and Star Utsav after a three-year hiatus further underscores the platform’s attractiveness.
To maintain content quality, Prasar Bharati has implemented a new “75 percent alignment rule.” This rule mandates that at least three-quarters of a channel’s content must align with its declared genre and language, ensuring that viewers receive the programming they expect.
The DD Free Dish e-auction is a significant financial event. The 2024 auction generated ₹1,156 crore from the sale of 64 slots, demonstrating the platform’s substantial commercial viability. This year’s auction also saw substantial financial activity, though there were reports of some strategic bidding and a drop in prices in the later rounds. The participation fee for MPEG-2 slots was ₹1.50 crore, while MPEG-4 slots had a fee of ₹3 lakh. The framework also allowed international public broadcasters, operating under relevant guidelines, to participate.
DD Free Dish’s appeal lies in its reach, particularly in regions where pay television penetration is low. It offers broadcasters an opportunity to tap into a vast audience that might not be accessible through other platforms. This makes it a crucial part of the distribution strategy for many television channels in India. The platform’s free-to-air model, requiring only a one-time investment for a set-top box and dish antenna, makes it an affordable option for a large segment of the population.
The dynamics of the e-auction also reflect the evolving relationship between broadcasters and distribution platforms. While some broadcasters have, at times, focused on pay-TV models, the significant reach of DD Free Dish continues to draw major players back to the platform.
Key Highlights:
- DD Free Dish concluded its annual MPEG-2 slot e-auction, allocating 60 slots for April 1, 2025, to March 31, 2026.
- Major broadcasters like Sony, JioStar, Zee, and Sun TV secured slots, indicating the platform’s importance.
- The auction featured a structured category system and a two-round pricing strategy.
- DD Free Dish is crucial for reaching audiences in regions with limited pay-TV penetration.