Prasar Bharati makes Waves: Takes digital entertainment to new markets

Prasar Bharati, India’s public broadcaster, launched WAVES, an OTT platform last week. This platform will stream news, documentaries, and regional content, in addition to content from Doordarshan’s archives. It will offer content in 12+ languages in 10+ genres of infotainment. 

The platform will provide video on demand, free-to-play gaming, radio streaming, live TV streaming, several app-in-app integrations for video and gaming content, and online shopping through Open Network for Digital Commerce (ONDC)-supported e-commerce platforms.

This unique streaming platform can have far reaching consequences on the reach of free to air channels, the OTT universe and can be a potential advertising opportunity for brands that want to reach deeper markets. 

Here’s a quick analysis:

What will this mean for free-to-air (FTA) linear TV channels?

Over 65 TV channels, including NDTV India, ABP News, B4U Movies, and 9X Jalwa will stream on WAVES. The broadcasters will receive 65% of the revenue, while Prasar Bharati will keep the rest.

Until now FTA channels have streamed on YouTube and as FAST channels on connected televisions. On WAVES these channels will likely reach a wider audience in the heartland of India. Sri Adhikari Brothers, a leading FTA broadcaster has made all three of its channels—Mastii, Dabbang, and Maiboli—available on WAVES, along with its 5,000-hour content library.

“CTV is an urban phenomenon, concentrated in metros. While 90% of TVs sold are Smart TVs, the real question is how many are actually connected to broadband internet, given the household-level broadband requirements. Connected TV caters to a distinct audience,” he adds.

Kailash Adhikari, business head, Sri Adhikari Brothers, sees WAVES as a game-changer for FTA channels. 

“The growth of AVoD platforms in India, led by YouTube, highlights the massive potential in this space. It was about time Prasar Bharati launched such an initiative. WAVES is poised to deliver transformative growth just like DD Free Dish boosted Prasar Bharati and the television ecosystem,” he says.

Adhikari is confident that this won’t eat into the network’s other digital and television revenue. “India has a vast audience, with 210 million households having access to television. I don’t think audience duplicity is a concern,” he says.

Although it's too early to determine the revenue boost from the platform, he is optimistic about its potential. He believes sectors like FMCG and BFSI should see value in advertising here, especially for awareness-building.

“Once we have data on reach, expansion, and downloads, we can better evaluate its potential. Ultimately, advertisers are always looking for reach,” he shares.

What will this mean for other OTT platforms?

Content on WAVES can be consumed for free and the premium content is accessible at a cost. The basic plan costs Rs 350 annually and the most expensive plan is priced at Rs 999 a year. 

Anup Chandrasekharan, COO-Regional content, IN10 Media Network, says the platform will benefit both consumers and the industry. Since Doordarshan’s extensive archives will now be made accessible on the platform, WAVES offers a unique opportunity for the public to explore India's heritage, culture, and traditions—something private platforms often lack.

Chandrasekharan says WAVES has the potential to bring regional stories, traditions, and heritage to the forefront, reflecting India’s rich diversity. By doing so, it can stand out in the crowded OTT market. 

“While private OTT platforms claim to reach tier-2 and tier-3 towns, their content remains predominantly urban-centric. They do not showcase stories rooted in local programming, culture, or literature,” he says. 

What will it mean for advertisers?

With most of its content available for free, WAVES is expected to create many new opportunities for advertisers.

Shrenik Gandhi, CEO and co-founder, White Rivers Media, a digital media agency says the platform targets the vast non-urban audience, which makes up a significant portion of the country.

“It was high time the larger tier-2 and tier-3 audience received a meaningful upgrade, and this is a strong first step in that direction While most non-urban viewers  watch Doordarshan, they’ve also started engaging with platforms like Moj and Sharechat. ,” he says.

With 800 million smartphones in India, digital penetration has always been strong. However, Gandhi says tier-A platforms often pose a barrier for many due to cost and aspirational narratives. “Prasar Bharati, on the other hand, offers a sense of comfort and accessibility, making it more appealing for a broader audience,” he notes.

He adds that this platform isn’t just about traditional sales-driven ads—it’s a perfect opportunity for compelling storytelling tailored to tier-2 and tier-3 audiences. “Any advertiser who’s succeeded with campaigns at events like Kumbh Mela would see great value here.” 

Harikrishnan Pillai, CEO and co-founder, TheSmallBigIdea, says low-involvement, low-price, high-frequency categories like FMCG or daily-use goods may find a natural fit here. Similarly, real estate ancillary categories—cement, adhesives, plumbing, or pipe brands—could also find relevance.

The app already has super-app ambitions with its ONDC integration. “There’s no clear proof of concept unless they transform it into a super app—starting with engaging content to attract users, then expanding into services like shopping and more. Features like these could make it appealing, but as of now, it doesn’t seem particularly compelling. Platforms need to either control distribution or content,” he says

Pillai says relying on old or easily available content is risky. For instance, having shows that are already accessible on Instagram and YouTube for free. Paying for such content doesn’t seem compelling, especially when the industry is facing challenges—mergers, slower green-lighting of projects, and reduced content acquisitions. 

“Even platforms that were once resistant to ads have now embraced advertising models. It’s clear that the landscape is shifting, and surviving in this space requires a unique and sustainable approach,” he says.

For advertisers, Pillai says that it's not just about the content—distribution is the key.  “The key question is: does it offer reach or access to a segment of the audience, like India’s SEC-B and SEC-C segment? If yes, it becomes a compelling option. Without concrete numbers, advertisers won’t even consider it,” he says.