It is not a new thing to hold a giveaway event through Telegram. I've seen many do it either with the help of a bot or manually. Recently, Telegram has introduced a Giveaway feature for channels with a Telegram Premium subscription as a gift.
According to Telegram, this feature is to further promote the channel and also add more channel participants. This giveaway is also a way of giving free gifts more regularly, winners can be verified and fair because the selection is based on established rules.
Each channel can do this giveaway by choosing its own duration, number of winners, who is eligible to participate or which country. Not only that, every Telegram Premium subscription gift given to the channel winner will receive 4 boosts where the more collected the more customization features will be unlocked.
In addition to premium subscriptions, channel administrators can also include other gifts such as cars, phones, etc. Gifts can be purchased on the Fragment site for larger amounts or purchased from within apps such as the App Store and Play Store for a limited amount.