The government is working on a unified framework for the media and entertainment sector to bring together diverse formats and stakeholders, Information and Broadcasting Secretary Sanjay Jaju said on Monday at a press briefing during the CII Big Picture Summit.
“There is need to move beyond silos and a segmented thinking to a shared national approach that aligns all verticals of the creative economy,” he said. The statement comes as CII bats for the adoption of a national policy for media and entertainment to drive long-term growth.
What did Sanjay Jaju say?
Jaju also said the ministry is also conducting proof-of-concept studies for direct-to-mobile (D2M) broadcasting, led by IIT Kanpur. The government previously announced the D2M initiative, which could see a soft launch by the middle of next year, with a commercial rollout expected by the end of 2026.
Experts said D2M’s ability to deliver high-quality content directly to mobile phones could ease bandwidth pressure on telecom networks and open new monetisation avenues for broadcasters.
MIB appoints EY as a project management consultant
MIB has appointed Ernst & Young (EY) as the project management consultant to design the national D2M roadmap, including a sustainable revenue and business model. The initiative, led by Prasar Bharati, aims to enable multimedia content — including videos, news, and emergency alerts — to be broadcast directly to mobile devices without relying on internet connectivity, functioning much like FM radio for the digital age.