"We are in discussions with some of the largest telecom players in the US and UK. This would provide a new platform for us to widen our audience base," says Digital Media Convergence Ltd (DMCL) CEO Ishwar Jha.

DMCL is creating a footprint in India and has exclusively tied up with state-owned telecom giant Bharat Sanchar Nigam Limited (BSNL) for this. "We are not looking at other telecom players in India for our digital content on mobile platforms. We found that BSNL is equipped with good infrastructure and bandwidth to give us a pan India presence," says Jha.

DMCL, promoted by the Essel Group, recently announced launch of the mobile TV application platform ‘Isee‘ in north India in collaboration with BSNL.

The company claims to have tied up 2500 subscribers within a week of Isee‘s launch. The service comes free for the first 30 days, but consumers will be subsequently charged Rs 150 per month.

Isee users have unlimited access to content which is currently under the labels of Isee TV, Isee Zee, Taaza and Masti. The application has been developed by Czezh Republic based technology firm U-Turn Media Group.

DMCL is planning for a national roll out in the next three months. "We are currently in Punjab, Haryana, Himachal Pradesh, Rajasthan, Uttaranchal and Jammu and Kashmir. We are currently trying to get feedback from our subscribers on the quality of service and transmission. We will have a nationwide presence within three months," says Jha.

Having only introduced Hindi content, DMCL will be offering on the mobile platform regional language shows from the Zee network.

The company is also looking at sourcing content outside the Zee network to offer to the mobile operators. "Our mobile platform is open to other content providers and the revenue model will be advertisement driven. We are basically trying to create a content mall running on advertising," Jha says.