Mobile subscribers of the state-owned Bharat Sanchar Nigam Limited (BSNL) will now be able to watch television on the screens of their cell phones.
Essel Group's Digital Media Convergence Ltd (DMCL) in collaboration with BSNL officially launched a mobile TV application, "ISEE" in Jaipur on Thursday, which will bring television to the screens of BSNL mobile users.
ISEE, an extensive video portal, will offer streamed content from the Zee group.The portal is powered by U-Turn Media Group (Czech Republic) technology and will be available to BSNL customers in northern India in the first phase of the service roll out.
The service is offered free of cost for the first 30 days. Subsequently, a monthly fee of Rs 150 will be charged.
The subscription grants unlimited access to all content within the portal for all BSNL customers.
Announcing the initiative, ISEE project head Satyabrata Das said at a press meet in Jaipur: "Our sights are set on the future of entertainment - convergence of devices and of networks. Consequently, our business focus is to leverage the opportunities arising out of the convergence trend. We will be at the forefront of providing compelling content over mobile networks.
"The mobile market in India is still maturing. But it is young, technology savvy and shows early adoption traits. With ISEE, a ubiquitous device like the mobile phone becomes a portable television," he said.
"BSNL is among the leading mobile operators in India to launch a streamed mobile video service," said N Ghumbar, chief general manager of BSNL's Rajasthan Telecom Circle.
"The ISEE portal allows our customers to use their mobile phones for much more than conventional telephony. Together with our partner DMCL, BSNL is leading the way in delivering the latest in mobile entertainment to consumers on the move," he added.
By the end of 2007, BSNL aims to offer ISEE to customers across India. Eventually, region and language specific content will also be included as the service is introduced to the other areas.