India is on the brink of launching Direct-to-Mobile (D2M) technology commercially, with substantial groundwork already completed, including pilot projects, technology development, and compatible devices. However, final regulatory clearances—particularly from the Ministry of Information and Broadcasting—are still pending.
What is D2M Technology?
D2M technology allows broadcast content, such as television and video, to be transmitted directly to mobile devices without the need for a SIM card or internet connectivity. It leverages terrestrial broadcast infrastructure, aiming to reduce mobile data costs, alleviate network congestion, and enhance content access, particularly in underserved and media-dark regions.
Bengaluru-based Saankhya Labs, a subsidiary of Tejas Networks, has developed the SL3000 chip that enables mobile phones to receive D2M content. Through a partnership with Saankhya Labs and Free Stream Technologies—incubated at IIT Kanpur—US-based Sinclair Broadcasting has made substantial investments to co-develop affordable mobile phones with built-in D2M capabilities.
According to reports, Chris Ripley, President and CEO of Sinclair Broadcasting, stated that the company has invested tens of millions of dollars to support the rollout of D2M technology in India.
“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 said. “This makes the consumer proposition particularly strong—users don’t need to pay for data or content.”
Regulatory Framework in Progress
Despite technological readiness and successful pilot demonstrations in Bengaluru and Delhi using Prasar Bharati’s infrastructure, the final regulatory framework is still being developed. According to government officials, D2M broadcast technology will need to fit within a regulatory structure currently under formulation.
Last year, Information and Broadcasting Minister Ashwini Vaishnaw informed Parliament that IIT Kanpur had released a white paper and demonstrated a large-scale proof of concept for D2M. “A full commercial deployment should be sometime next year, assuming the government process works its way through this year,” Ripley remarked.
Former Prasar Bharati CEO Shashi Shekhar Vempati expressed optimism that policy approvals would soon follow, calling the ministry’s nod “procedural.” He noted that since Prasar Bharati is already authorized for terrestrial broadcasting and the spectrum is earmarked for this purpose, significant policy hurdles are not anticipated.
“We’ve effectively cellularised the broadcast architecture,” said Saankhya Labs CEO Parag Naik. “We’ve developed a 5G-like radio, which will be installed on cellular towers. Using this, we can push content to phones—even in airplane mode.”
Device Manufacturers Prepare for Launch
Mobile handset manufacturers, including HMD Global and Lava, are gearing up to release feature phones with integrated D2M support. While some telecom operators view D2M as a potential threat to data revenues, others recognize its ability to reduce network congestion.
“The technology could help ease pressure on the telecom infrastructure, which is currently strained by high video demand. D2M would allow consumers to save data, which could then be used for other purposes,” said Gautam Dhingra, Head of Product Go-to-Market and Services Business at HMD Global (India and APAC).
Additionally, broadcasters currently distributing content through Prasar Bharati’s DD Free Dish are expected to extend their offerings to D2M platforms, according to industry insiders.
