Public broadcaster Prasar Bharti and world’s largest mobile-phone maker Nokia are all set to start a mobile TV pilot project in metro cities, which will enable cellular-phone users watch Doordarshan channels on their handsets. Nokia India has entered into a pilot tender with DD to launch the service, which would make DD channels available on select high-end Nokia handset models.
During the pilot phase, Doordarshan will test the reception quality of the broadcast coverage. Attendant things like a revenue structure or advertising opportunities will come later. It will also help Nokia and Doordarshan gauge the acceptability. DD is doing the deliberations and the pilot will start soon in the metros. Commercial launch will take some time, Vineet Taneja, multimedia business director of Nokia India, said. Adoption of mobile TV will ultimately give way to a more personal and private TV experience than that of traditional broadcast TV, with big implications for users, content providers and advertisers.