Direct-to-Mobile Broadcast Set to Launch Soon in India

India appears to be getting closer to commercializing direct-to-mobile (D2M) technology, having completed significant preparatory work such as pilot projects, technology development, and compatible devices, according to industry executives. However, final regulatory approvals, particularly from the information and broadcasting ministry, are still pending.

D2M technology, which uses terrestrial broadcast infrastructure, delivers broadcast content directly to mobile devices without the need for a SIM. Its goal is to reduce data costs, network congestion, and improve access to content across regions, particularly in media-dark areas.

Tejas Networks, through its subsidiary Saankhya Labs, created the SL3000 chip, which allows mobile phones to receive television and video content without an internet connection.

Chris Ripley, president and CEO of US-based Sinclair Broadcasting, a global leader in D2M, stated that the company has invested tens of millions of dollars to support the D2M rollout in India.

Last year, Sinclair Broadcasting collaborated with Saankhya Labs and Free Stream Technologies, both incubated at the Indian Institute of Technology (IIT), Kanpur, to co-develop low-cost mobile phones with D2M capabilities.

"India has all three ingredients needed for D2M: over 100 MHz of unused spectrum held by Prasar Bharati, one of the world's largest content markets, and a largely free ad-supported ecosystem," Ripley stated. "This makes the consumer proposition particularly strong—users don't need to pay for data or content."

However, policy approval remains the missing link, he stated, adding, "A full commercial deployment should be sometime next year, assuming the government process works its way through this year."

Government officials stated that D2M broadcast technology will need to comply with a regulatory framework that is still being developed. Last year, Information and Broadcasting Minister Ashwini Vaishnaw stated in the Lok Sabha that IIT Kanpur published a white paper and demonstrated a large-scale proof of concept for D2M using Prasar Bharati infrastructure in Bengaluru and Delhi.

Former Prasar Bharati CEO Shashi Shekhar Vempati expressed confidence that policy clearance would come soon, stating that the ministry's approval is "procedural". "Prasar Bharati is already licensed for terrestrial broadcasting, and the spectrum is reserved for this purpose. He said, "I don't see any issues."

The SL3000 chip, developed by Saankhya Labs, remains central to the D2M deployment. Mobile manufacturers like HMD Global and Lava are preparing to release feature phones that support D2M broadcasts.

"We've effectively cellularised the broadcast architecture," stated Saankhya Labs CEO Parag Naik. "We created a 5G-like radio that will be installed on cell towers. We can use this to push content to phones, even when they are in airplane mode."

While telecom operators may be concerned about D2M's potential impact on mobile data usage, some industry experts believe it is beneficial.

According to Gautam Dhingra, head of product go-to-market and services business at HMD Global (India & APAC), the technology could help relieve pressure on the telecom infrastructure, which is currently under strain due to high video demand.

He also stated that D2M would enable consumers to save data, which could then be used for other purposes.

Broadcasters that currently distribute channels through Prasar Bharati's DD Free Dish are expected to make their content available via D2M, according to industry executives.