Digital industry to offer SD content to mitigate burden on cellular infra

MUMBAI: Key digital industry stakeholders have decided that all companies will immediately adopt measures including temporarily defaulting HD and ultra-HD streaming to SD content or offering only SD content, at bitrates no higher than 480p on cellular networks in the wake of an unprecedented surge in mobile internet consumption caused by a total lockdown leading to people staying indoors.

The digital industry has decided that these voluntary measures will be in effect until April 14.

A meeting of key digital industry stakeholders was organised the other day by Star & Disney India chairman Uday Shankar, with key industry stakeholders. The meeting, held virtually, was attended by NP Singh (Sony), Sanjay Gupta (Google), Ajit Mohan (Facebook), Sudhanshu Vats (Viacom18), Gaurav Gandhi (Amazon Prime Video), Punit Goenka (Zee), Nikhil Gandhi (Tiktok), Ambika Khurana (Netflix), Karan Bedi (MX Player) and Varun Narang (Hotstar).

The Prime Minister’s call for social distancing and now a total lockdown has led to people staying at their homes. This has caused an unprecedented surge in mobile internet consumption. As a result, the government and the telecom operators are concerned about its potential impact on the cellular network infrastructure, said a press release.

The digital industry is aware of this challenge and is committed to ensuring that all citizens are able to access mobile networks wherever and whenever they want.