Subsidize or Devitalize Mobile TV

Come 2009 and operators will be ready with 3G to reach masses with attractive

value added services. Mobile TV is the next big tool that players in the

industry are betting on to increase ARPU. People are contemplating that TV

viewing style will change with commencement of mobile TV in India, and there

will also be new models for revenue generation.

“The information and broadcast suited format for mobile TV will be

'mobisodes' because a mobile user is more likely to watch the content while on

the move or away from home. 3G technology has opened up additional distribution

avenues both in terms of revenue and reach. With more than 150 mn mobile users

in India, TV channels over a period of time will definitely look to monetize.

This opens up great potential for content providers like us to provide on-demand

content and generate alternate revenue streams,” says a spokesperson from NDTV.

Being a new platform mobile TV players will have to compete with current

cable TV and DTH services. It has to provide sufficient quality content at a

reasonable price. For advertisment free viewing of programs customers will have

to pay. Across the globe mobile TV has picked up where customers have to pay

lower than $10 per month. “In Korea, it is free because it is done through

terrestrial broadcasting by its own national broadcaster,” says Deepak Mehrotra,

SBU head, CAS, Aricent. Doordarshan in India is running a pilot project of

mobile TV using DVB-H technology for free but this service is limited to a small

radius in New Delhi. MTNL, which has 3G spectrum, offers 20 channels through

Mobile TV at a monthly rental of Rs 99. Anyone can approach the company for

telecasting its program on mobile TV.

“Only that particular party needs to get the necessary license is for

producing the content from concerned regulatory bodies, and we will provide them

space to run their own channel through us. The party does not require setting up

its own channel, ” says Sujata Dev, managing director and CEO, Time Broadband.

Across the globe mobile TV has picked up where customers have to pay lower

than $10 per month. “In Korea, it is free because it is done through terrestrial

broadcasting by its own national broadcaster,” says Deepak Mehrotra, SBU head,

CAS, Aricent. Doordarshan in India is running a pilot project of mobile TV using

DVB-H technology for free but this service is limited to a small radius in New

Delhi. MTNL, which has 3G spectrum, offers 20 channels through Mobile TV at a

monthly rental of Rs 99.

Aksh Optifibre provides a bouquet of 140 live channels. “We have the

technology and we have tested it. We will provide the content in H.264 standard

on a bandwidth ranging between 256 Kbps to 512 Kbps, as compared to some who are

offering only DVB-H streaming for about 16 to 20 channels. This service will be

offered at prices lower or equivalent to DTH service providers,” says Ashok Wahi,

head, Aksh Optifibre.

Prasoon Srivastava



prasoons@cybermedia.co.in