DD Free Dish to remain non-addressable, says Prasar Bharati CEO
By Staff Writer in Media News on Wednesday, 08th October 2025 at 9:07pmEven as private broadcasters renew calls for a level playing field in the distribution space, Prasar Bharati has clarified that DD Free Dish will remain non-addressable by design, staying true to its public service mandate.
According to BestMediaInfo.com, Gaurav Dwivedi, CEO, Prasar Bharati, said the non-addressable nature of DD Free Dish is a conscious policy choice, not a technical limitation. “Addressability was kept out of the system under a Cabinet decision in the early 2000s. The biggest factor in favour of keeping it non addressable is access”.
Dwivedi explained that introducing addressability, even at zero cost, creates friction and limits reach. “Our job is to make content accessible to the last viewer in the country. The role of a public service broadcaster is to remove...
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