iWorld
Idea rolls out 3G network in Kolkata
MUMBAI: Idea Cellular, one of the largest telecom operators in the country announces the launch of its own 3G services in Kolkata metro on 2100 MHz spectrum band that was acquired through auction earlier this year. Idea is committed to provide superior customer experience on both voice and data services and has started rolling out its own 3G network, in a phased manner, while continuing to offer 3G ICR, to give its customers a seamless and superior mobile broadband experience.
As committed at the beginning of the financial year, Idea managed to launch its own 3G services in Kolkata, within a short duration of spectrum allocation.
With this, Idea’s 3G network has expanded to 13 major markets in India, covering 79% of Idea’s revenue and 60% of industry revenue. Additionally, Idea offers 3G services through ICR arrangements with other telecom operators in 9 circles, providing its users seamless connectivity pan-India (except Orissa).
According to Idea Cellular COO Corporate Lakshminarayana, “Idea’s continuous investment in spectrum acquisition, network infrastructure, and brand building in the Eastern market is a testimony to our commitment to the region. With the launch of 3G services in Kolkata, it has now become the 2nd metro after Delhi where Idea has set up its own 3G network. I am confident that this will drive data usage amongst our existing users and further strengthen brand pull resulting in more customers opting for our superior network.”
Idea 3G users will now experience ease of service while accessing content like mobile TV, video on demand, music downloads, online gaming, amongst many others.
Idea Cellular, COO- East Anish Roy said, “Idea has nearly 20 lakh customers in Kolkata with approximately 20% being Data users. With the launch of our own 3G network in the metro, the existing Idea 3G users will experience enhanced services, products and offerings and the new subscribers will benefit from our affordable 3G tariffs and superior network. Our strengthened 3G network will further spur our marketshare growth in Kolkata metro”.
Idea has registered the highest growth in Revenue Market Share (RMS), in Kolkata and Rest of Bengal, in Q2FY16 on a YoY basis, as per the TRAI quarterly report. Its Incremental RMS for the same period was the highest amongst all players in the region, a demonstration of the faith the customers have reposed in the Idea network.
Idea has significantly bolstered its infrastructure in the state over the last few years. By the end of FY16, it will have a network of 7400 2G cell sites in the state, in addition to 1300 3G sites in Kolkata metro. The company has also increased the number of Idea service centres in the state to more than 250. With its focus on providing a world-class customer experience, Idea Cellular continues to expand and grow its presence in the state.
iWorld
Streaming boom crosses 200 million as India shifts to sustainable growth
From content bets to CTV rise, industry leaders map streaming’s next phase
MUMBAI: India’s streaming story has entered a new chapter, and this time it is less about land grab and more about staying power. At a panel on the evolving streaming economy, industry leaders agreed that with subscriptions crossing 200 million and revenues surging, the focus has decisively shifted to sustainable growth, smarter content bets and sharper partnerships.
Moderator EY partner Raghav Anand, set the tone by pointing to the sharp jump in paid subscriptions, driven by a mix of sports, bundling and improved distribution. The result is a fast-maturing ecosystem where subscription revenues are beginning to complement, and in some cases rival, advertising-led growth.
For Amazon Prime Video Svod business India director & head Shilangi Mukherji, the past decade has been about balancing choice with clarity. “It’s not an either-or market anymore,” she noted. “There is space for everything, from television to ad-supported streaming to subscriptions. The real win is when they all grow together.”
At the heart of this growth lies a simple trio: selection, value and convenience. Content remains king, but not in isolation. Platforms are now curating vast libraries that blend originals, rentals, and third-party services, all under one roof. The aim is to create an ecosystem where viewers do not need to hop between apps to find what they want.
Content itself is also evolving. Mukherji highlighted that nearly half of Prime Video’s viewership comes from outside a show’s home region, underlining the collapse of traditional language silos. Stories are no longer “regional” but increasingly pan-Indian, with talent and narratives travelling seamlessly across states.
Franchise-building has become another cornerstone, with a majority of shows designed for multiple seasons. The goal is not just to attract viewers but to keep them coming back, turning series into long-term cultural touchpoints rather than one-off hits.
On the production side, Hungama Digital Media managing director & CEO Neeraj Roy, described an industry that is both resilient and recalibrating. While the pandemic accelerated content consumption and discovery, it also reset market dynamics. Pre-sales have softened, satellite revenues have tightened, and the easy money phase of digital deals has cooled.
“The honeymoon is over,” Roy said candidly. “Now, content has to prove itself. If it works at the box office or with audiences, everything else follows.”
This shift, he argued, is pushing creators towards greater discipline. Fewer projects are being made, but with sharper focus on quality and audience appeal. At the same time, global exposure to diverse content, from Korean dramas to Malayalam cinema, has raised the bar for storytelling across the board.
Another quiet transformation is unfolding in how content is consumed. While mobile remains the primary gateway, especially for payments and discovery, connected TVs are fast becoming the preferred screen for long-form viewing. Mukherji described this not as a battle of devices but as a “force multiplier”, with platforms tailoring plans for mobile-only users, living room viewers and multi-device households alike.
The monetisation playbook is also widening. Beyond subscriptions and ads, platforms are experimenting with rentals, bundled offerings and commerce integrations, building layered revenue streams that cater to different stages of the consumer journey.
Looking ahead, both panellists pointed to global ambition as the next frontier. Mukherji emphasised taking Indian stories to the world through deeper localisation, calling content India’s soft power. Roy, meanwhile, stressed the need for investment in infrastructure, skills and, crucially, transparent data systems to guide creators with better insights.
If the first phase of India’s streaming boom was about scale, the next will be about substance. And as the industry settles into this new rhythm, one thing is clear: the real streaming wars may be over, but the race to win viewers’ time has only just begun.
