According to the report of Springboard Research Indian mobile phone users are geared up to utilize Mobile TV services as the estimated market size tends to be US$ 360 million in 2008. 

Ravi Shekhar Pandey, Manager- Syndicated Research at Springboard Research said “Mobile TV marries the two dominant consumption trends of entertainment and mobile telephony in India. We believe that India will have around 12 million mobile TV subscribers within the first year of launch of service”.

The report reveals that around 84% of mobile phone users are keen to use Mobile TV services provided the service is easily available and affordable. Out of 84% of users, 60% wants to see the same content that they watch on TV.

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

Other recommendations of the report include that the service providers should offer on-demand, pay-per-view option that does not tie a user to a monthly subscription for Mobile TV. Springboard also advocates close cooperation between mobile operators and broadcasters for a gainful business model for Mobile TV service in India.