A report by Springboard Research, a Singapore-based IT market research firm, has stated that Indian mobile television market would touch $360 million by the end of the existing year (2008).

Users can often watch TV content using this technology on mobile phones and other mobile devices through traditional cable or pay TV subscriptions at home.

Springboard Research also remarks that the mobile TV service operators should provide on-demand, pay-per-view alternative and annihilate a monthly subscription.

In order to know the mobile entertainment requirements, the firm conducted a survey in six major Indian cities, which includes 1215 volunteers.

The survey report pointed out that out of the total subscriber base across the country, mobile TV subscription could attain the penetration level of 5-6% during the initial year of operations.

Besides, 84% of mobile users would prefer this service if it is reasonably priced and accessed without difficulty. About 60% of the users under the same segment are interested in watching the same content, which is available on TV including news, sports, music videos and game shows.

Ravi Shekhar Pandey, manager (Syndicated Research) of Springboard Research said, “Mobile TV marries the two dominant consumption trends of entertainment and mobile telephony in India. The market is ripe for the launch of mobile TV services and we believe that India will have around 122 million mobile TV subscribers within the first year of launch of the service.”

“Mobile telephone operators will have an advantage over standalone mobile TV operators in that the former already have user subscribing to their value-added services. However, the success of either operator would be dependent on content offered and price charged for the service,” he added.

At present, Doordarshan is the only player through which limited access of mobile TV service is available in the Indian market.

Companies including Nokia, Spice Telecom, Qualcomm and Samsung are making robust efforts to promote the adoption of mobile TV in India. Besides, close assistance amongst mobile providers and broadcasters would give rise to a profitable business model for mobile TV service in the country.