#e4mExclusive:  EY submits D2M roadmap to Prasar Bharati; DPR forwarded to MIB after revisions

India's Direct-to-Mobile (D2M) broadcasting initiative has crossed a critical milestone, with consultancy firm Ernst & Young (EY) submitting the Detailed Project Report (DPR) for the project to Prasar Bharati. 

Following multiple rounds of revisions and stakeholder consultations, the public broadcaster has accepted the report and formally submitted it to the Ministry of Information and Broadcasting (MIB) for further consideration, according to people familiar with the development.

The submission marks a significant step forward for a technology that policymakers view as a potential game changer in India's digital content distribution ecosystem, enabling multimedia content—including video, educational programming, news and emergency alerts—to be delivered directly to mobile devices without requiring internet connectivity.

The development comes amid growing momentum within the government to establish a policy framework for D2M broadcasting, even as telecom operators continue to raise concerns over spectrum allocation and the broader implications for the country's digital economy.

EY tasked with national rollout blueprint

EY was appointed by Prasar Bharati as the project management consultant to prepare a comprehensive roadmap for the nationwide deployment of D2M technology. The consultancy's mandate included designing a viable implementation strategy, recommending a public-private partnership (PPP) framework and creating a sustainable revenue model for long-term operations.

According to officials aware of the matter, the DPR underwent several rounds of course correction before being accepted by Prasar Bharati. The report incorporates feedback from multiple ministries and stakeholders, addressing technical, regulatory and commercial aspects of the proposed rollout.

The roadmap is expected to serve as a foundational document for policymakers as they evaluate the next phase of D2M deployment, including large-scale pilot projects and eventual commercial implementation.

"The submission of the DPR provides the government with a structured framework to assess how D2M can be deployed at scale while balancing public service objectives with commercial sustainability," a person familiar with the discussions said.

Policy push gathers pace

The DPR submission gains significance at a time when the Parliamentary Standing Committee on Information and Communications Technology has urged the MIB to expedite policy decisions surrounding D2M.

In its report tabled in Parliament, the committee noted that while the ministry is finalising a broader Digital Terrestrial Television (DTT) policy, substantial progress has already been achieved on D2M technology trials.

The committee sought updates on ongoing Proof of Concept (PoC) initiatives and asked the government to evaluate wider deployment based on the outcomes of existing pilots.

Responding to the committee, the MIB had informed lawmakers that Prasar Bharati had been directed to prepare a detailed roadmap for offering D2M as a public service platform while incorporating feedback from relevant ministries and stakeholders.

Trials underway in 19 cities

The government's confidence in the technology stems from a series of pilot deployments conducted over the past few years.

Prasar Bharati has partnered with IIT Kanpur under a Memorandum of Understanding focused on emerging broadcasting technologies. Together with Saankhya Labs, now part of Tejas Networks, the broadcaster is currently conducting D2M trials across more than 19 cities.

The tests utilise both high-power and low-power transmitters to evaluate different deployment models and cost structures. Officials say the technology could prove particularly effective in Tier II and Tier III markets where internet connectivity remains inconsistent and mobile data costs continue to be a barrier for large-scale video consumption.

Earlier Proof of Concept trials were conducted in Delhi and Bengaluru, demonstrating the feasibility of broadcasting multimedia content directly to mobile handsets.

Industry executives argue that D2M could significantly reduce pressure on telecom networks by offloading high-volume content delivery from broadband infrastructure, particularly during live events and emergency situations.

Spectrum approval strengthens rollout prospects

The project has received a major policy boost from the Committee of Secretaries (CoS), which recently approved the allocation of the 470–582 MHz spectrum band for D2M broadcasting and endorsed a PPP model for implementation.

Official minutes indicate that the CoS has directed Prasar Bharati to execute the first phase of deployment within six months. The committee has also recommended the creation of a separate panel to address concerns raised by various stakeholders before a full-scale rollout.

The spectrum decision is considered a key enabler for D2M because it provides the bandwidth necessary for terrestrial broadcasting services to operate efficiently across large geographic areas.

Broadcasters see opportunity, telcos remain cautious

While broadcasters have largely welcomed the initiative, telecom operators continue to oppose the proposed spectrum allocation.

Industry body Cellular Operators Association of India (COAI) has repeatedly argued that assigning the 470–582 MHz band to D2M could adversely affect mobile broadband expansion and potentially disrupt revenue streams linked to video consumption, one of the fastest-growing segments of India's digital economy.

Telecom companies have also questioned the transparency of trial methodologies and called for broader stakeholder consultations before any final spectrum policy is adopted.

Broadcast industry executives, however, view D2M as an opportunity to diversify content distribution channels beyond traditional telecom networks.

"The PPP framework will be critical to determining the success of D2M," said a senior executive at a leading private broadcaster. "The technology creates an alternative distribution infrastructure, but its long-term viability will depend on a clearly defined monetisation strategy covering advertising, subscriptions and public-service funding."

Beyond smartphones

The government's D2M ambitions extend beyond mobile phones. Recent demonstrations by Intel and Tejas Networks have shown the technology functioning on laptops, enabling educational and multimedia content delivery without Wi-Fi or internet connectivity.

With India's media and entertainment sector projected to exceed ₹3 trillion in the coming years, policymakers increasingly view D2M as a strategic technology that could support digital inclusion, educational outreach and emergency communications while reducing dependence on conventional internet infrastructure.

The acceptance of EY's DPR and its submission to the MIB now places the initiative firmly in the policy evaluation stage, with industry stakeholders awaiting the government's next move on RFPs, spectrum allocation and commercial rollout timelines.