In India, where entertainment is deeply embedded in daily life, millions once relied on cable and satellite TV to stay connected to their favourite shows and news. That dependency has now shifted to internet-based streaming services.
A game-changing development is now on the horizon — one that could redefine the way we consume content. Direct-to-Mobile (D2M) technology is poised to revolutionise media delivery by enabling users to access live TV, sports, and emergency alerts on their smartphones without needing an internet connection.
So, how might this innovation reshape India’s digital landscape? And what could it mean for both consumers and investors?
What’s Happening?
Indian smartphone maker Lava and global tech firm HMD are preparing to launch D2M-enabled phones, in partnership with FreeStream Technologies and other industry players. These launches will coincide with large-scale D2M field trials expected to begin soon in India.
Lava, in particular, is planning to introduce a feature phone that includes a UHF antenna to receive TV signals and supports GSM for regular voice calls.
These devices are designed to stream TV channels and deliver alerts directly — without internet access — making them especially valuable in remote or low-connectivity regions.
What is Direct-to-Mobile Technology?
Direct-to-Mobile is a broadcasting technology that allows users to receive multimedia content — such as videos, live TV, and emergency alerts — on their phones without needing mobile data or Wi-Fi.
In simple terms, it works much like FM radio: content is broadcast over the air and picked up by a built-in receiver in the phone.
D2M makes it possible to enjoy entertainment, education, and alerts even in areas with poor or no internet connectivity.
Government Initiatives to Roll Out D2M
The Indian government has already conducted preliminary D2M trials in 19 cities, including Delhi, Bengaluru, and Noida. These trials were deemed ‘reasonably successful’.
Based on the outcomes, Prasar Bharati — India’s public broadcaster and Doordarshan’s parent organisation — has submitted a proposal seeking approval for large-scale testing to evaluate the commercial viability of D2M.
While an official launch date for full-scale trials is yet to be announced, they are expected to begin soon. If successful, the government could roll out D2M services nationwide.
Global Progress on D2M Adoption
Globally, several countries have made strides in adopting Direct-to-Mobile technology. South Korea, for instance, adopted the ATSC 3.0 standard in 2017 to enhance over-the-air video and audio quality. Since then, it has gradually expanded its reach to smaller cities, and as of 2023, D2M services using ATSC 3.0 were available in all major South Korean cities.
Countries like the United States, Mexico, and Brazil are also exploring similar paths, with plans to implement ATSC 3.0 for D2M services.
An Alternative to 5G for Content Delivery?
A 2024 report by The Times of India featured insights from Information and Broadcasting Secretary Apurva Chandra, who highlighted how D2M could complement existing mobile networks. Instead of relying entirely on 5G for streaming, D2M could offload 25% to 30% of video traffic — helping reduce network congestion and supporting broader digital adoption.
Experts believe D2M can also expand content access in underserved regions, potentially reaching 8–9 crore households currently without television service.
Beyond reducing data transmission costs and improving network efficiency, D2M may also become a vital component in setting up a nationwide emergency alert system.
Will D2M Drive Up Smartphone Prices?
To support D2M, smartphones require a special chip that receives broadcast signals — similar to how a radio functions, but for video and alerts. Currently, adding this chip could increase the cost of a smartphone by up to Rs 2,500.
However, as production scales, industry experts estimate that the additional cost could come down to just Rs 120–Rs 200 per device. This would make D2M-enabled phones far more affordable and accessible for mass adoption.
What’s in It for Investors?
The D2M rollout presents promising opportunities across multiple sectors. For investors, it opens up a new content delivery ecosystem that could transform how millions of Indians consume digital media.
Key beneficiaries may include telecom equipment makers, smartphone and chipset manufacturers, and infrastructure providers. As adoption grows, content platforms and advertisers could also benefit from a broader reach — especially in rural and ‘TV-dark’ households.
A nationwide rollout could boost demand for D2M-enabled devices, broadcast infrastructure, and related software — creating long-term investment avenues in mobile hardware, spectrum management, and digital content services.
What’s Next?
As India prepares for large-scale D2M trials, the focus will be on how the technology performs in real-world scenarios. Its success will depend not just on technical execution but also on how well it integrates with existing telecom and broadcast infrastructures.
If these trials go well, D2M could become a standard feature across a range of smartphones — from budget to premium. However, the real drivers of success will include consumer interest, content partnerships, and collaboration between telecom operators and broadcasters.
*The companies mentioned in the article are for information purposes only. This is not investment advice.
*Disclaimer: Teji Mandi Disclaimer
