Mobile TV is a value added service that enables cell phone owners to watch television on their phones from a service provider. The television service is either provided via mobile telecommunications networks or by using broadcasting technologies such as DVB-H (Digital Video Broadcasting - Handheld) and DMB (Digital Multimedia Broadcasting).
India’s stride towards the introduction of mobile television in India commenced in early 2007, when Nokia formed a private-public partnership (PPP) with national television broadcaster Doordarshan, to initiate the country’s first mobile TV pilot project. Under the partnership, Doordarshan broadcasted its channels using Nokia's DVB-H based mobile broadcast solution. The pilot project beamed eight free-to-air channels within 10-12 km of Akashwani Bhawan in Delhi. The eight channels that were broadcasted included; DD National, DD News, DD Sports, DD Bharati, DD Urdu, DD Punjabi, DD Bangla and DD Podhigai. The pilot enabled Doordarshan ascertain the reception quality, explore advertising and interactive services as well as gauge future consumer expectations.
Although, the pilot was successful the concept failed to commercialise, due to basic non-availability of user end infrastructure. The mobile handset market at that time, offered only two handsets (Nokia N92 and N77) which featured the DVB-H technology. To dampen things further, in early 2009 Nokia sold its Mobile Broadcast Solutions unit to Wipro, raising doubts over the future development of the technology.
In the latest developments, Doordarshan is planning to roll out and expand its Mobile TV service in 17 cities across India. The broadcaster floated an expression of interest last month, to hire a consultant for developing a public-private-partnership (PPP) model for digital broadcasting services. According to the proposed plan, the roll out will take place in five phases, starting with the metros. It is proposed that out of the 16 programme channels, the private partner will be given capacity for offering 12 channels on a revenue sharing basis. While Doordarshan will provide the infrastructure in terms of TV tower, power supply and spectrum, the private partner will be responsible for content aggregation, marketing, operation and maintenance. Additionally, the private player will have to invest in setting up transmitters, antennae and other infrastructure required for mobile TV technology.
The other form of providing Mobile TV is via existing mobile telecommunications networks such as WCDMA, EDGE or 3G. In this type of service, the operator works with content providers to host video clips which downloaded on demand by users. The delivery of this video content is done through the data channels of the existing cellular networks.
Mobile TV services on this platform have witnessed much more acceptance since the technologies and user end infrastructure is already in place. Existing players in this arena include; Reliance Communications, Airtel, Idea Cellular and Mahanagar Telephone Nigam Limited (MTNL), all of which who provide Mobile TV services over their existing data networks.
Bharat Sanchar Nigam Limited (BSNL) and Tata Teleservices are the two new entrants that have entered in this space in the past quarter. BSNL has tied up with the ROK Entertainment Group, a UK-based mobile applications developer, to introduce ‘Tiny TV’ offering an initial portfolio of 6 channels for a monthly fee of INR 150. ROK TV technologies will enable BSNL to stream video over the existing 2.5G and 3G infrastructure. On the other end, Tata Teleservices launched their Mobile TV services in Mumbai earlier in this March. Using technology services from Hyderabad-based Apalya Technologies, the company offers Mobile TV services over its existing 2G infrastructure.
Looking forward, Mobile TV is set to become one of the most competitive and fierce arena’s in the near future. With the allocation of 3G spectrum right around the corner, and DVB-H technology still under exclusive control of the Government-run broadcaster, it is very clear which technology has the upper hand. Mobile TV will seeming continue thrive on the existing and upcoming mobile telecommunications networks like 2.5G and 3G. The low availability of DVB-H based handsets and high penetration of 3G enabled handsets makes this case even stronger.
India’s stride towards the introduction of mobile television in India commenced in early 2007, when Nokia formed a private-public partnership (PPP) with national television broadcaster Doordarshan, to initiate the country’s first mobile TV pilot project. Under the partnership, Doordarshan broadcasted its channels using Nokia's DVB-H based mobile broadcast solution. The pilot project beamed eight free-to-air channels within 10-12 km of Akashwani Bhawan in Delhi. The eight channels that were broadcasted included; DD National, DD News, DD Sports, DD Bharati, DD Urdu, DD Punjabi, DD Bangla and DD Podhigai. The pilot enabled Doordarshan ascertain the reception quality, explore advertising and interactive services as well as gauge future consumer expectations.
Although, the pilot was successful the concept failed to commercialise, due to basic non-availability of user end infrastructure. The mobile handset market at that time, offered only two handsets (Nokia N92 and N77) which featured the DVB-H technology. To dampen things further, in early 2009 Nokia sold its Mobile Broadcast Solutions unit to Wipro, raising doubts over the future development of the technology.
In the latest developments, Doordarshan is planning to roll out and expand its Mobile TV service in 17 cities across India. The broadcaster floated an expression of interest last month, to hire a consultant for developing a public-private-partnership (PPP) model for digital broadcasting services. According to the proposed plan, the roll out will take place in five phases, starting with the metros. It is proposed that out of the 16 programme channels, the private partner will be given capacity for offering 12 channels on a revenue sharing basis. While Doordarshan will provide the infrastructure in terms of TV tower, power supply and spectrum, the private partner will be responsible for content aggregation, marketing, operation and maintenance. Additionally, the private player will have to invest in setting up transmitters, antennae and other infrastructure required for mobile TV technology.
The other form of providing Mobile TV is via existing mobile telecommunications networks such as WCDMA, EDGE or 3G. In this type of service, the operator works with content providers to host video clips which downloaded on demand by users. The delivery of this video content is done through the data channels of the existing cellular networks.
Mobile TV services on this platform have witnessed much more acceptance since the technologies and user end infrastructure is already in place. Existing players in this arena include; Reliance Communications, Airtel, Idea Cellular and Mahanagar Telephone Nigam Limited (MTNL), all of which who provide Mobile TV services over their existing data networks.
Bharat Sanchar Nigam Limited (BSNL) and Tata Teleservices are the two new entrants that have entered in this space in the past quarter. BSNL has tied up with the ROK Entertainment Group, a UK-based mobile applications developer, to introduce ‘Tiny TV’ offering an initial portfolio of 6 channels for a monthly fee of INR 150. ROK TV technologies will enable BSNL to stream video over the existing 2.5G and 3G infrastructure. On the other end, Tata Teleservices launched their Mobile TV services in Mumbai earlier in this March. Using technology services from Hyderabad-based Apalya Technologies, the company offers Mobile TV services over its existing 2G infrastructure.
Looking forward, Mobile TV is set to become one of the most competitive and fierce arena’s in the near future. With the allocation of 3G spectrum right around the corner, and DVB-H technology still under exclusive control of the Government-run broadcaster, it is very clear which technology has the upper hand. Mobile TV will seeming continue thrive on the existing and upcoming mobile telecommunications networks like 2.5G and 3G. The low availability of DVB-H based handsets and high penetration of 3G enabled handsets makes this case even stronger.
No comments:
Post a Comment