Hello TV, the mobile TV service deployed by Percept Knorigin with BSNL since February 2010, has crossed 5 lakh subscribers, including both 3G and non-3G users

Percept Knorigin MD and CEO Viraj Malik told MediaNama that running a Mobile TV business in India is tough for a VAS provider as content costs are high and service price points are low. “The ARPUs for mobile TV services are in the range of Rs 20 and the churn is high. We are open to working with operators who believe in an equitable revenue share and commit to promoting the service,” he reiterated. Percept Knorigin, which is the digital arm of media firm Percept Holdings, also plans to launch a targeted mobile TV app for the Indian diaspora in overseas markets, including an iPad app. In India, it is in talks with three major operators to roll out mobile TV services on 3G and GPRS in the next three months.

Percept has launched mobile TV through circuit switched data or video call on BSNL on the shortcode 51010, which is priced at Rs 2 per minute or Rs 299/month for unlimited use. The service will be launched on MTNL as well.

On BSNL, Hello TV services single channel packs are priced at Rs 10 per day, Rs 20 per week and Rs 30 per month. A combo pack of 30 popular channels is also available at Rs 149 a month in addition to Low Value packs of Rs 29/month for three channels and Rs 49/month for five. In addition to subscription charges, a usage charge of Rs 0.0025 per 10kb (25 paise per MB) also applies. The service is integrated with BSNL’s WAP portal BSNL Live, and does not require a separate application download: allows users to watch TV streams from their native mobile browsers.

Another player in the Mobile TV space, Apalya, which is also present on BSNL through its MiMobi TV app charges Rs 10 per day or Rs 50 per month for single channel packs, and Rs 150 per month for subscription to all channels.