Zee TV will be on DD Freedish, joining a long list of Hindi news channels to be available on the subscription-free service of the pubcaster’s direct-to-home (DTH) platform.
Zee Media Corporation Ltd’s (ZMCL) Zee News, which recently converted to a free-to-air (FTA) channel, has won a slot on DD Freedish.
Zee News is the only channel to have won a slot during the new round of e-auction for which the reserve price was Rs 4.3 crore (Rs 43 million), a source in DD said.
DD had conducted an e-auction of slots on 28 July.
“Yes, Zee News has won a slot on DD Freedish. They have told us that they will add the channel on 1 August,” ZMCL CEO RK Arora confirmed to TelevisionPost.com.
With Freedish, Zee News will increase its reach to about 80 million TV households. “We will be on a par with other channels once we launch on Freedish. Our reach will be around 75 to 80 million,” Arora added.
The company had earlier taken the strategic decision to go FTA to tap into the large rural audience.
“Most of the leading channels are available on Freedish, which is the reason we changed our strategy and shifted to FTA mode to increase our penetration,” he stated.