Prasar Bharati Launches OTT Platform 'Waves' for Mass Digital Audience

India’s public broadcaster, Prasar Bharati, has launched a new Over-The-Top (OTT) platform called Waves. Aimed at broadening digital access, the platform features a wide range of content, from news and documentaries to regional programming, with a significant portion drawn from Doordarshan’s extensive archives. Available in over 12 languages and covering 10+ infotainment genres, Waves seeks to cater to India’s diverse audience.

Comprehensive Digital Offerings and Free Content

Waves will include a variety of services, such as video-on-demand, free-to-play gaming, radio streaming, and live TV. The platform will host 65 live TV channels, including popular names like NDTV India, ABP News, India Today, B4U Movies, and 9X Jalwa. An integrated shopping feature will be supported by the Open Network for Digital Commerce (ONDC), providing an innovative online shopping experience directly within the app.

The financial model for Waves will see broadcasters receive 65% of the revenue generated through the platform, with Prasar Bharati retaining the remaining 35%. This arrangement is expected to be a game-changer for free-to-air linear television channels, granting them a stronger digital presence.

Boost for Free-to-Air Channels

Kailash Adhikari, Business Head at Sri Adhikari Brothers, considers Waves a transformative opportunity. With all three of their channels—Mastii, Dabbang, and Maiboli—now available on Waves, along with a 5,000-hour content library, Adhikari anticipates reaching new audiences across India’s heartland. He believes Waves could mirror the success of DD Free Dish in boosting both Prasar Bharati and the broader television landscape.

Despite the growing urban penetration of Connected TV (CTV), Adhikari points out that it remains largely an urban phenomenon. Platforms like Waves have the potential to engage a wider audience in rural and semi-urban areas, tapping into regions where traditional TV still holds sway.

Opportunities for Advertisers and Regional Content

The launch of Waves also opens new doors for advertisers. Shrenik Gandhi, CEO of White Rivers Media, notes that the platform’s focus on the vast tier-2 and below audience aligns with a major market segment that has historically been underserved by premium OTT platforms. With over 800 million smartphones in India, there’s a significant opportunity to attract digital viewers who may have found the content on other platforms inaccessible due to high costs.

Advertising opportunities on Waves are expected to cater to brands in the FMCG, BFSI, and daily-use categories, which seek broad visibility. Harikrishnan Pillai, CEO of TheSmallBigIdea, suggests that low-price, high-frequency brands—such as those in real estate and construction materials—may find an ideal platform here.

Challenges and the Path Ahead

However, Pillai emphasizes that to sustain success, Waves will need to evolve beyond a standard content platform. He suggests that turning Waves into a super app—offering services like booking government services or exclusive content access—could differentiate it in a crowded OTT market.

There are risks, though. The reliance on archived and freely available content may limit its appeal, especially when compared to established platforms like YouTube and Instagram, which already offer similar material. Additionally, the OTT space is increasingly competitive, with platforms moving toward advertising models to sustain growth. Pillai believes that for Waves to capture advertisers’ interest, it must demonstrate unique reach and audience data, proving its value for targeted marketing.

Impact on the OTT Landscape

The entry of a government-backed platform like Waves into the OTT space could reshape digital viewing in India, particularly by bringing regional and traditional content to the forefront. Anup Chandrasekharan, COO-Regional Content at IN10 Media Network, views Waves as an opportunity to showcase India’s diverse heritage, an area often overlooked by private platforms focused on urban narratives. He believes the platform can drive engagement in tier-2 and tier-3 towns, reflecting local stories and cultures.

As Waves gains traction, the OTT landscape in India may shift, highlighting the country’s rich linguistic and cultural diversity while providing new revenue opportunities for content creators and advertisers alike. For now, the platform’s success will depend on its ability to adapt and deliver content that resonates with the vast and varied Indian audience.