India’s media landscape is undergoing a significant transformation, and at the forefront of this evolution is Prasar Bharati’s WAVES OTT platform. Spearheaded by CEO Gaurav Dwivedi, WAVES aims to revolutionize how India’s diverse stories are told and consumed, with a strong emphasis on empowering content creators and fostering public-private partnerships. This initiative seeks to not only cater to the growing demand for digital content but also to ensure that India’s rich cultural tapestry reaches every corner of the nation and beyond.
Gaurav Dwivedi envisions WAVES OTT as more than just a streaming service; he sees it as a platform for collaboration and innovation. Speaking at WAVES 2025, Dwivedi emphasized the importance of bringing together various elements of the media and entertainment landscape. He highlighted the need for synergy between hyper-local, domestic, and international content creators, enabling them to reach wider audiences and gather valuable feedback. This collaborative approach is designed to shape future content strategies and ensure that diverse voices are heard.
Dwivedi’s vision echoes the historical model of Indian broadcasting. He pointed out that even in the early days of All India Radio (AIR), content from external creators was welcomed. Iconic shows like Binaca Geetmala and the Bournvita Quiz Contest, though not produced in-house, resonated with millions across India. Similarly, Doordarshan’s golden era, with serials like Ramayan, Mahabharat, and Hum Log, was also marked by collaborations with external producers. This historical context underscores the importance of partnerships in the DNA of Indian broadcasting.
A key aspect of WAVES OTT is its commitment to bridging the digital divide. By leveraging initiatives like Free Dish and partnerships with platforms like Jio Stores, Prasar Bharati aims to make content accessible to everyone, regardless of their socio-economic background or geographical location. Dwivedi believes that public broadcasting should not have high entry barriers, ensuring that information, knowledge, and entertainment are democratized to the maximum extent.
This focus on accessibility aligns with the Indian government’s Digital India initiative, which seeks to connect even the most remote areas of the country. WAVES OTT’s availability on Jio devices, for example, significantly expands its reach, bringing a diverse range of content – from Doordarshan classics to original programming – to millions of new viewers.
WAVES OTT’s content strategy is a blend of nostalgia and innovation. While the platform aims to revive classic shows like Ramayan and Shaktimaan, it also emphasizes the creation and acquisition of fresh, contemporary content. Dwivedi acknowledges the importance of partnerships in achieving this balance. The platform collaborates with various creators and institutions, including the Film and Television Institute of India (FTII), to showcase emerging talent and provide a platform for original storytelling.
The platform offers a wide range of content, spanning over 10 genres, including infotainment, cultural programming, news, and games. It also features live events, such as religious programs like the Prabhu Shriram Lalla Aarti from Ayodhya, government broadcasts like Mann Ki Baat, and sports events.
WAVES OTT has also forged strategic partnerships to enhance its content offerings. For instance, the partnership with Eros Now brings over 12,000 titles, including films, original series, and short-form content, across 10 Indian languages, to the platform. Additionally, a collaboration with the German Football Association (DFB) will bring top-tier football action, including the DFB-Pokal, to Indian audiences, and create opportunities for young Indian footballers.
Gaurav Dwivedi is also vocal about the challenges facing the media industry in the digital age. He has raised concerns about the transparency of algorithms and the potential for misinformation. At events like the Global Media and Entertainment Summit (WAVES), Dwivedi has emphasized the need for robust fact-checking mechanisms and a balanced approach to technological advancements, particularly in the context of artificial intelligence (AI).
Dwivedi compares AI to a “dragon,” capable of being either an ally or a destructive force. He stresses the importance of distinguishing between authentic and manipulated content, a challenge that requires collaboration between policymakers, media houses, and content creators.
WAVES OTT is still in its early stages, but it has already garnered significant attention. Within a month of its launch, the platform recorded over a million downloads. As it continues to evolve, WAVES OTT aims to strengthen its content strategy, expand its reach, and address the challenges of the digital media landscape.
Gaurav Dwivedi’s vision for WAVES OTT is clear: to empower India’s storytellers, to bridge the digital divide, and to create a platform that celebrates the country’s rich cultural diversity. By fostering collaboration, embracing innovation, and prioritizing accessibility, WAVES OTT has the potential to redefine the future of digital storytelling in India.
Key Highlights:
- Gaurav Dwivedi is leading Prasar Bharati’s WAVES OTT to empower Indian storytellers and bridge the digital divide.
- WAVES OTT emphasizes collaboration, accessibility, and a blend of classic and contemporary content.
- The platform features diverse content, including live TV, movies, games, and e-commerce, and has partnered with Eros Now and DFB.
- Dwivedi has raised concerns about AI’s impact on media and the need for content integrity.