In a first of its kind effort, Anil Ambani-led Reliance Communications (RCom), is all set to come up with 35 new live streaming channels to its GSM subscribers.

The private sector telecom company is already offering 13 news and other TV channels to its CDMA network.

For this purpose, RCom has tied-up with Hyderabad-based Apalya Technologies.

The services are branded as MimobiTV.

Confirming the development, Krishna Durbha, Head (VAS) RCom said, “We are in advanced talks with Apalya. The tie-up would help us increase the width of the usage.”

"Apalya's Mimobi technology uses progressive download method for playing video. Progressive download means the application initially downloads some part of video file, and then it starts playing the video file," added Durbha.

Mobile TV company, Apalya is also into tie-up with BSNL for similar contributions and the services are offered as part of BSNL’s 3G services bouquet.

At present, RCom through its strategic tie-up with ESPN is also offering all ICC World T20 matches through its R-World VAS platform.

Prior to this, RCom has introduced a sachet pricing model to drive uptake of its VAS offerings.