I think it will be added soon on pay tv platforms, already they aired India Vs Australia series on Colors Cineplex Superhits thereby giving both DD Free Dish & Pay TV Platform subscribers access to it hence not keeping the exclusivity to Pay TV Platforms.....This is a good strategy as instead of getting 75% share of revenue from Doordarshan for airing matches on terrestrial and DD Free Dish platform, they r directly airing it on their channel thereby attracting advertisers directly to their channel and gaining in revenue as Pay TV chs do score over DD in overall broadcast quality of sports events
There is no such risk of large number of people ditching their pay tv connection and shifting to DD Free Dish as a result of sports broadcasters following above strategy rather it will help expand their revenues....Star Sports should have implemented same for the ongoing ICC Cricket World Cup by launching Star Sports First on DD Free Dish platform and even air select IPL matches on it. People will upgrade to Pay TV Platforms for various other reasons if content aired on channels is good, broadcasters should focus on this aspect.
Already we have seen that in OTT space Free Viewing has help enable expand reach and revenue via ads by huge margin for various OTT platforms