Prasar Bharati’s D2M project nears launch, July RFP planned

Public broadcaster Prasar Bharati is likely to issue a Request for Proposal (RFP) for the commercial rollout of Direct-to-Mobile (D2M) broadcasting technology by July, following the successful completion of a fresh round of technology validation tests, according to people familiar with the matter.

The move marks a significant step toward commercialising a technology that has been under evaluation for several years and is being positioned as a complementary content-delivery mechanism alongside conventional internet-based streaming.

"The validation process has been completed successfully and the RFP is expected to be floated in July. The objective is to identify implementation partners and establish a roadmap for wider deployment," said a person aware of the developments, requesting anonymity.

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

The development comes after equipment developed by Tejas Networks Ltd successfully cleared the latest round of testing, according to documents reviewed by e4m. The tests were conducted in the presence of representatives from the Ministry of Information and Broadcasting (MIB), Ministry of Electronics and Information Technology (MeitY), Department of Telecommunications (DoT), and Prasar Bharati.

Industry observers view the latest validation exercise as a crucial milestone for the technology, particularly after private telecom operators had raised concerns over the transparency and robustness of earlier trials.

D2M technology enables video, audio, educational content, news updates and emergency alerts to be transmitted directly to compatible mobile devices using broadcast spectrum, bypassing traditional broadband and cellular networks.

Proponents argue that the technology can significantly expand digital content access, especially in regions where internet connectivity remains unreliable or data consumption costs remain prohibitive.

"The successful validation provides greater confidence around the technology's readiness for scaled deployment. The RFP process will help determine the commercial and operational framework for the next phase," another industry executive familiar with the matter said.

The government's push for D2M is underpinned by India's large and growing digital consumption base. Data from Chrome OTT (COTT) estimates that India has 1.206 billion digital users, including 1.169 billion smartphone users and 404 million connected TV users. Cross-device overlaps account for around 417 million users.

The report further estimates that India has nearly 1.28 billion video viewers across linear television, smartphones and connected TVs, representing approximately 89% of the country's population. Around 84% of Indians currently consume digital video through internet-based platforms.

Read On: D2M broadcasting creates robust data pipe for content delivery: Dr. L. Murugan

Supporters of D2M argue that the technology can complement existing streaming ecosystems by delivering high-demand content directly to devices, reducing dependence on mobile data networks and alleviating network congestion during large-scale live events or emergency situations.

The latest progress also follows earlier technical studies commissioned by Prasar Bharati and conducted by the Indian Institute of Technology (IIT) Kanpur. Those studies concluded that D2M broadcasting in the 470–582 MHz spectrum band does not cause harmful interference to cellular networks and does not result in abnormal heating of smartphones.

However, the findings had been challenged by the Cellular Operators Association of India (COAI), whose members include Reliance Jio, Bharti Airtel and Vodafone Idea. Telecom operators have consistently sought greater scrutiny of the technology's impact on existing mobile networks and spectrum utilisation.

Beyond technology validation, a recent report prepared by consultancy EY outlines a nationwide implementation strategy for D2M, recommending a public-private partnership (PPP) model and a long-term commercial framework to support sustainable operations at scale.

Government officials have repeatedly highlighted D2M's potential to bridge India's content-access divide. Of the country's approximately 280 million households, around 190 million have access to television services, leaving nearly 90 million households outside the TV ecosystem. In contrast, India has an estimated 800 million smartphone users and an additional 250 million feature-phone users.

Read On: #e4mExclusive: IIT Kanpur to share D2M Broadcasting expertise with BSNL under strategic pact

Prasar Bharati, in collaboration with IIT Kanpur and Saankhya Labs—now part of TATA owned Tejas Networks—is currently conducting D2M trials across more than 19 cities. The pilots are evaluating multiple transmission architectures using both high-power and low-power broadcast infrastructure.

Earlier proof-of-concept demonstrations in Delhi and Bengaluru had established the feasibility of transmitting multimedia content directly to mobile devices.

Officials associated with the project believe wider deployment could improve access to digital content in underserved regions while providing an alternative distribution mechanism for broadcasters and content owners.

The proposed RFP is expected to provide greater clarity on deployment models, commercial partnerships and the timeline for scaling D2M services across the country.