Why Does Shemaroo TV launch as Free-to-Air on DD Freedish Platform

as Shemaroo's New Flagship Operation

On May 1st, 2020 Mumbai-based, Shemaroo Entertainment's Shemaroo TV launched on the Prasar Bharati's DD Freedish platform as a Free-to-Air (FTA) channel, with the tag line ‘Badalte Aaj Ke Liye’. It sums up the channels direction: ‘being change’. The attempt is to appeal to Hindi speaking familie who are looking to keep up with the changing society and be 'with it' and  adapt to new changes. Programming will be bundled into comedy, drama, mythology, thriller, crime, and animated themes to resonate with all ages family. 

The networks' iconic programming library includes: Devon Ke Dev…Mahadev, Dil Se Di Dua Saubhagyawati Bhava, Great Indian Laughter Challenge, and many more.   


Executive Quotes: 

Hiren Gilda, CEO Shemaroo

Hiren Gada, CEO, Shemaroo Entertainment Limited, said, “Shemaroo is spread across different verticals through which we maintain a healthy relationship with viewers and advertisers equally. While we manage large digital platforms, entering into the broadcasting space will help us with reach and enable us to build a stronger affinity with the audiences."  

Sandeep Gupta, COO Shemaroo

Sandeep Gupta, COO – Broadcast Business,Shemaroo Entertainment Ltd, said, “If we see the current TV space and particularly the Free To Air space, there is a large consumption of content but with less variety of shows and genres. Shemaroo TV will be enhancing the entertainment needs of the Indian audiences by its vast offerings of iconic shows, along with original shows across various genres. We have worked extensively to understand the needs of our consumers and have sharpened our insights based on what will appeal to them. Shemaroo TV will have an extensive reach and we aim to become one of the most popular destinations in the Free To Air General entertainment space.”

End Quoting.

The new flagship channel for the Shemaroo Group is aiming to quickly emulate the success of ‘Shemaroo MarathiBana’ that after launch quickly succeeded in picking up a strong following. 

Not only on the DD Freedish platform is to be found on all major DTH operators and cable networks across India. Also, it can be availed on Shemaroo’s OTT platform ShemarooMe.

HQ Mumbai. Also has facilities in New Delhi and New York.

ShemarooTV joins approximately 155 other FTA channels on the iCAS set top box satellite reception system that include approx 88 MPEG-2 channels, 17 MPEG-4/HD channels, and 50 educational TV channels. Broken down, there are 80 SD MPEG-2 TV channels and 18 SD MPEG-4 channels apart from 40 radio channels.

Backgrounder: Doordarshan's DD Free Dish is simply a Direct to Home (DTH) free of subscription service. Controlling licensing authority, Prasar Bharati (PB) approved Indian manufacturers to produce new Indian Conditional access system (iCAS) encrypted set-top boxes specifically for DD Freedish. PB stresses that all channels on the platform have to be free to air and free of subscription fees. Impressive was the 2003 move by the then national government to make DD Sports channel available to the whole country that broke a subscription monopoly holding the rights to Indian Cricket. DD Sports is freely available on DD Freedish. The satellite used in Ku-Band configuration is INSAT-4B.