iWorld
Digital India: Jio & Samsung shift LTE mobile landscape
MUMBAI: Samsung has announced its innovative “I&G (Infill & Growth) Project” for Reliance Jio Infocomm Ltd in India. This joint project was established to upgrade current LTE mobile communication services across India by expanding both the current network capacity as well as network coverage.
Jio has built a world-class all-IP data strong future proof network with latest 4G LTE technology. It is the only network conceived and born as a Mobile Video Network from the ground up and supporting Voice over LTE technology. Samsung Electronics Co., Ltd. inspires the world and shapes the future with transformative ideas and technologies.
The new project sets a high benchmark for LTE services in India through wider coverage, inbuilding penetration and the highest speeds, regardless of the user’s location. Utilizing spectrum in the 850, 1800 and 2300MHz bands, it will enable seamless indoor and outdoor coverage in dense urban areas. The project will also extend Jio’s superiority in rural areas by expanding its reach to over 90 per cent of the population.
Previously, Samsung provided the LTE core, base stations and solutions required for VoLTE services, as well as massive deployment services for establishing a nationwide network for Jio. The two companies have successfully established the world’s largest greenfield LTE network.
Reliance Jio Infocomm president Jyotindra Thacker said, “Samsung and Jio successfully achieved 100 million subscribers in 170 days, making us the fastest-growing company in the world, and the numbers continue to rapidly grow. It was possible because we introduced a truly effective LTE service, Pan-India. We are committed to bringing game-changing digital experiences to India with superior ecosystems,mobile content, all-IP networks and ongoing process innovations.”
“As Jio’s end-to-end LTE solutions partner, it is a great pleasure for Samsung to contribute to Jio’s tremendous success,” said Samsung Electronics president and head of networks business Youngky Kim. “The massive deployment of over a million cells across India is especially remarkable. We will strive to create new paradigms for LTE-Advanced Pro and 5G by closely cooperating with Jio as a unified workforce.”
Jio stands as an innovator which transformed the telecommunications sector in India last year. The company has already established itself as the leading data service provider in the country within a few months of commencing operations. It was also India’s first operator to introduce free-of-charge High Definition calls (VoLTE). This is especially notable, as this
approach is now becoming a new market rule in India.
Samsung, as Jio’s strategic partner, has established a foundation for Indians to enjoy exclusive services, including voice calls, with data as their engine. It has also gone a step further, enabling Jio to offer a superior service to its users by providing professional solutions such as Samsung VoLTE, Quality Monitoring and Analysis (VoMA) and Cognitive Traffic
Monitoring and Optimizer for a superior user experience. Further, it was through Samsung’s VoMA that the steady management of high traffic in data-dense environments was enabled.
The tools monitor and optimize mobile data services, and have successfully contributed to enabling Jio to provide its subscribers with a stable and improved user experience. The relationship between Jio and Samsung goes back to 2012, when the two companies signed a turn-key agreement covering the entire scope of network, ranging from equipment to establishment and maintenance services.
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.
