India's D2M Broadcasting: A Game Changer for Mobile Content, Challenging YouTube's Ad Dominance

• India is developing Direct-to-Mobile (D2M) broadcasting, enabling live and free-to-air content delivery to phones without internet.
• Experts believe D2M could disrupt the advertising ecosystem, offering an alternative to platforms like YouTube for content monetization.
• Padma Shri Shashi Shekhar Vempati calls D2M a "uniquely Indian innovation" with global potential, giving India a three-year head start.
• Trials have been successfully conducted in Bengaluru and Delhi for years, proving the technology's feasibility.
• Despite telecom operator resistance, D2M offers strategic, national, and social value, with applications beyond entertainment like agriculture and business information.

Why It Matters: India's D2M technology promises to revolutionize mobile content delivery and advertising, potentially challenging global giants.