About 5 lakh people have so far watched over 1,100 hours of video of the world's biggest religious congregation, Maha Kumbh, on their mobile phones using the mobile TV service nexGTv.
"Till now around half a million (500,000) users have seen Kumbh coverage on nexGTv and around 1,140 hours of Kumbh live streaming has been watched on the mobile tv app," Vdopia Inc Vice President Asia Pacific region Preetesh Chouhan said.
nexGTv, a mobile application, which provides access to live TV channels and video on demand on handsets, is a product of Data value added services provider DigiVive. Online video advertising network Vdopia monetises all nexGTV videos on mobile.
Coca Cola tied up with nexGTv to broadcast the Maha Kumbh ceremony, which commenced last month and will last till middle of March.
"nexGTv, which provides live streaming of about 100 channels, is growing at about 40 per cent month-on-month and has about 10 million users," Chouhan said.
Vdopia, which introduced video advertising to mobile devices, provides clients with the largest network of online video ads and has global clients like Nokia, Scion, Sony Pictures, Microsoft, Wrigley, Samsung, Lufthansa, Disney and Vodafone, he added.
On the growth of mobile TV in India, Chouhan said a global study recently reported that Indian consumers' preference for smart phone vis-a-vis televisions is growing at a faster rate than any of the 40 countries surveyed.
"The growing smart phone user base opens up immense opportunity in the market for the penetration of mobile TV," he said.
India is estimated to have about 27 million smart phone users.