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In a rapidly evolving media landscape, the return of big broadcasters on DD Free Dish marks a significant shift in how they are rethinking their distribution strategies.
Traditionally dominated by subscription-based Pay TV platforms, the television industry has been witnessing a growing shift towards free-to-air solutions, driven by the widespread reach and low-cost accessibility that platforms like DD Free Dish offer.
In the 7th Annual (85th) e-auction held by Prasar Bharati this year, some major broadcasters secured MPEG-2 slots, enabling them to make a strong comeback. Channels like Star Utsav, Colors Rishtey, Zee Anmol, and Sony PAL have made a notable return after securing MPEG-2 slots.
DD FreeDish: A growing platform for viewership and revenue?
The viewership has showcased the growing potential of DD Free Dish, which now plays a crucial role in driving the success of these channels, say experts.
Experts observe that the increasing reach of DD Free Dish, combined with quality programming, has created a robust platform for broadcasters to not only enhance their viewership but also build a sustainable revenue model.
“DD Free Dish reach is growing and this helps channels garner viewership. If the channels are able to provide good programming, it will give them ad revenue with minimal cost of programming. Regional channels also can leverage it to build viewership and garner ad revenues,” said Rajiv Khattar, a broadcast expert.
Ratings surge in FTA channels
exchange4media captured the GEC ratings for three weeks – week 13, 14 and 15 for Hindi Speaking Market (HSM) for urban and rural areas, highlighting notable trends in audience preferences and engagement across various platforms.
The impact on the viewership numbers of FTA channels has been significant. Star Utsav's ratings rose steadily, reaching a remarkable 111.35 by Week 15 from 56.4 in week 13, securing its position as a leader in the FTA space. Similarly, Colors Rishtey showed consistent growth, moving from 31.1 to 50.6 in just three weeks, reflecting the effectiveness of the Free Dish platform in driving audience engagement.
Similarly, Sony PAL saw steady growth, from 32.7 in Week 13 to 50.7 in Week 15. Dangal, one of the prominent FTA channels, maintained solid ratings, with 127.3 in Week 13, dropping slightly to 103.3 by Week 15.
Dangal 2 also saw notable figures, ranging from 30.04 in Week 13 to 28.2 in Week 15. Zee Anmol experienced consistent growth in ratings, from 20.1 in Week 13 to 32.4 in Week 15, while Shemaroo TV maintained a steady decline, from 32.2 in Week 13 to 26.6 in Week 15. Manoranjan TV held steady at 32.9 ratings in Week 15, even after a slight drop from 38.7 in Week 13.
Other channels like Chumbak TV and Big Magic also contributed to the FTA landscape, with Chumbak TV maintaining solid viewership between 34.9 and 36.5 ratings.
Other notable FTA channels include The Q, Nazara, Shemaroo Umang, Manoranjan Grand, Unique TV, Sun Neo, and DD National, with all of them having a strong presence on the DD Free Dish platform.
“DD Free Dish offers broadcasters an invaluable opportunity to tap into an ever-growing audience. By leveraging its widespread reach, especially in rural and underserved areas, broadcasters can increase their viewership without incurring high distribution costs,” said another industry observer.
As Colors Rishtey returned to DD Free Dish after a three-year hiatus, Arnab Das, Head of Linear TV Business, expressed excitement saying its aim is to offer free access to iconic shows, catering to a broad audience with family-friendly content and beloved stars, promising a nostalgic TV experience full of drama and entertainment for all.
Prasar Bharati unveiled the list of 60 successful bidders for the 7th Annual (85th) e-Auction of MPEG-2 slots. The auction, conducted between February 10 and 14, 2025, saw major General Entertainment Channels (GECs) like Sony, Zee Entertainment, and JioStar, continuing their association with the booming free-to-air (FTA) market.
Among the top entertainment channels that secured slots are Big Magic, Colors Rishtey, Dangal, Sony Pal, Star Utsav, Zee Anmol, Shemaroo TV, and Goldmines Movies, strengthening DD Free Dish’s entertainment portfolio.
Movie-focused channels such as B4U Kadak, Manoranjan Movies, Zee Anmol Cinema, and Goldmines Bollywood also made it to the final list. The auction also saw a strong presence from news broadcasters, with channels like Aaj Tak, ABP News, NDTV India, Republic Bharat, Zee News, and TV9 Bharatvarsh securing their spots.
More viewership trends of Hindi GECs
In the non-FTA GEC (General Entertainment Channels) segment, Star Plus maintained its leadership despite a gradual dip in ratings over the past three weeks, recording 125.9 in Week 13, 119.8 in Week 14, and 116.3 in Week 15.
Sony SAB remained a close contender with stable ratings of 112.5, 112.4, and 110.3 across the same weeks.
Colors stayed consistent, posting ratings of 83.3, 83.8, and 82.6 over the three weeks. Zee TV saw a slight fluctuation, moving from 64.1 to 60.2 and then rising to 62.4. SET (Sony Entertainment Television) had mixed performance, with ratings of 40.7, 42.4, and 36.7.
Exchange4media also tapped the shows launched on popular Hindi GECs in the last three months. While there’s no strict standard for a successful TVR, experts suggest that ratings above 2.0 or 3.0 indicate popularity, depending on the market and time slot. An average TVR ranges between 1.0 and 2.0 (or 3.0), while anything below 1.0 signals a smaller audience.
Star Plus’s "Jaadu Teri Nazar" continued to dominate with 1.22 in Week 13, 1.13 in Week 14, and 1.12 in Week 15. Colors’ "Ram Bhavan" also remained steady, recording 0.78, 0.71, and 0.71. Sony SAB's "Veer Hanuman" witnessed a gradual decline from 0.46 to 0.41 and then 0.38.
Colors' "Zyada Mat Udd" maintained modest consistency, posting 0.20, 0.21, and 0.18. On SET, "Radhika Dil Se" registered 0.14, 0.16, and 0.13, while "Crime Patrol" saw minor fluctuations with 0.11, 0.11, and 0.10. "Celebrity Masterchef" experienced a sharper decline, moving from 0.26 to 0.25 and dropping to 0.11 in Week 15. Zee TV’s "Shaadi Mubarak" entered the ratings charts in Week 14 and Week 15 with 0.05 and 0.07, respectively.
DD FreeDish outshining Pay TV?
An industry observer said that Pay TV platforms often require substantial investments in distribution, subscription models, and infrastructure, whereas DD Free Dish operates on a free-to-air basis, eliminating subscription fees for viewers.
“This low-cost distribution model enables broadcasters, especially regional channels, to reach underserved rural areas where cable and satellite connections are limited. While paid channels typically target urban audiences with high-paying advertisers and premium content, DD Free Dish allows broadcasters to access a more diverse and price-sensitive demographic, offering a more inclusive platform,” they said.
Whether the return of major FTA channels on DD Free Dish proves to be a smart long-term move remains to be seen, but so far, all the data and expert views give it a thumbs up.
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