The second round of the Direct-to-Direct Free Dish (DDFD) e-auction witnessed intense competition among prominent Hindi news channels, with multiple players securing slots at competitive rates. The latest bidding round saw significant participation, reflecting the growing demand for presence on India’s free-to-air platform.

According to industry sources, Aaj Tak successfully secured its slot at a winning bid of Rs 8.10 crore. Good News Today (GNT) followed closely, clinching a place on the platform with a bid of Rs 8.15 crore. India TV (ITV) and TV9 Bharatvarsh emerged as joint high bidders, both securing their slots at Rs 8.25 crore each.News Nation secured its position with a bid of Rs 8.20 crore, Meanwhile, News24 also secured its position with a bid of Rs.8.25 crore.

However, the Hindi news channels bidding in the first round on Wednesday coughed up between Rs 13.4 crore to Rs 14.35 crore.

The auction reaffirms the increasing value of the DD Free Dish platform, which offers direct access to millions of viewers across India, particularly in rural and semi-urban areas where free-to-air television remains a primary source of news consumption. The competition among leading news broadcasters indicates the strategic importance of the platform in reaching a wider audience base.

Industry experts believe that the rising bids reflect the continued dominance of Free Dish in the Indian broadcasting landscape. With growing viewership on free-to-air channels, securing a slot on the platform remains crucial for news networks aiming to maximize their reach and influence in the Hindi-speaking market.

The latest e-auction results underscore the fierce competition in the news broadcasting sector, where leading channels are willing to invest significantly to maintain their presence on the influential DD Free Dish platform. As Free Dish continues to expand its footprint, future e-auctions are expected to witness even greater participation and competitive bidding from news and entertainment channels alike.