India is preparing to commercially launch Direct-to-Mobile (D2M) technology, with most of the technical groundwork complete, including pilot projects, technology development, and the production of compatible devices. However, the rollout still awaits regulatory clearance from the Ministry of Information and Broadcasting.
D2M Technology Set to Transform Mobile Content Delivery in India
D2M technology enables the transmission of television and video content directly to mobile devices without requiring SIM cards or internet access. It uses terrestrial broadcast infrastructure to reduce mobile data consumption, ease network congestion, and improve content accessibility in remote or media-dark regions. Bengaluru-based Saankhya Labs, a Tejas Networks subsidiary, has developed the SL3000 chip, which allows mobile phones to receive D2M content. U.S.-based Sinclair Broadcasting has partnered with Saankhya Labs and Free Stream Technologies, an IIT Kanpur incubated startup, investing tens of millions of dollars to co-develop D2M-enabled mobile phones.
Chris Ripley, CEO of Sinclair Broadcasting, highlighted India’s ideal conditions for D2M: over 100 MHz of unused spectrum held by Prasar Bharati, a massive content market, and a strong free, ad-supported ecosystem. He emphasized that users won’t need to pay for data or content, making the value proposition highly attractive.
D2M Nears Launch as Regulatory Framework Takes Shape and Industry Prepares
Despite successful pilots in Bengaluru and Delhi using Prasar Bharati infrastructure, the final regulatory framework is still under development. The Information and Broadcasting Ministry has been working on policy structures, with former Prasar Bharati CEO Shashi Shekhar Vempati noting that approval is largely procedural, given that Prasar Bharati is already licensed for terrestrial broadcasting. Saankhya Labs CEO Parag Naik added that their broadcast system mimics a 5G radio, pushing content even to phones in airplane mode.
Mobile manufacturers like HMD Global and Lava are preparing D2M-supported feature phones for market launch. While telecom operators are wary of losing data revenue, some acknowledge D2M’s potential to reduce network strain caused by rising video consumption. Broadcasters on Prasar Bharati’s DD Free Dish platform are also expected to expand into D2M, marking a transformative step in India’s media delivery landscape.
Summary:
India is set to launch Direct-to-Mobile (D2M) technology, enabling TV and video content delivery to phones without internet or SIM cards. With successful pilots and industry partnerships in place, regulatory approval is the final step. D2M promises reduced data costs, network relief, and broader media access across underserved regions.
