DD FreeDish has grown significantly, reaching an estimated 49 million homes in 2024, according to the FICCI-EY M&E Report. Operated by Prasar Bharati, the platform now offers 179 channels, including Doordarshan, e-Vidya, and Swayam Prabha, attracting budget-conscious viewers.
Rising Demand for Free TV
A survey of 200 FreeDish dealers revealed that 65% saw an increase in customers, while only 5% reported a decline. Many viewers in rural and semi-urban areas prefer FreeDish due to better content and a one-time setup cost of ₹300–₹500, avoiding recurring Pay TV fees.
TV Industry Faces Decline
Despite FreeDish’s growth, India’s television industry saw a 4.5% revenue decline in 2024, dropping from ₹711 billion in 2023 to ₹679 billion. Advertising revenue fell by 6% as brands cut TV ad spending by 12%, while Pay TV subscribers decreased by 6 million.
Shift Towards Free-to-Air Channels
India had 936 television channels by mid-2024, with Free-to-Air (FTA) channels increasing to 574. News channels dominate, making up 40% of all channels, while general entertainment and movie channels struggle to retain audiences.
Cable Operators Under Pressure
The number of Multi-System Operators (MSOs) dropped to 880 in June 2024, down from 998 in December 2023. Rising costs and OTT competition have also hit Local Cable Operators (LCOs), with 49% reporting a decline in subscribers.
YouTube’s Growing Dominance
YouTube reached 476 million users in India in 2024, surpassing its U.S. audience. Its reach is now 63% of TV’s total reach, fueled by internet growth in Hindi-speaking states. Many viewers are shifting from Pay TV to free content on YouTube and OTT platforms.
The Future of TV in India
With Pay TV subscriptions declining and free digital platforms gaining traction, the television industry is undergoing a transformation. As more viewers opt for cost-effective and on-demand content, FreeDish and streaming services continue to reshape India’s entertainment landscape.
