In a significant move that underscores the growing influence of digital streaming platforms, FMCG giants Amul and Mondelez have begun advertising on Prasar Bharati’s WAVES OTT platform. This collaboration marks a pivotal moment for WAVES, which was launched in December 2023 and has already crossed one million downloads. The platform is rapidly gaining traction among advertisers and content creators, thanks to its innovative approach to localized advertising and scalable infrastructure.

One of WAVES’ standout features is its ability to deliver geo-targeted ads, allowing brands like Mondelez’s Cadbury and Amul Gold to connect with regional audiences in their preferred languages. Sensodyne has also joined the platform, leveraging its localization capabilities to reach consumers across multiple states. Currently, WAVES is showcasing a mix of short and long ads, including two five-second spots and 20-30 second promotional clips for popular shows like Battle of Bands, Yatra, and Rangoli. The Amul Gold ad, for instance, is prominently displayed on the WAVES app’s home screen, ensuring maximum visibility.

WAVES operates on a 65:35 revenue-sharing model, which has been well-received by both broadcasters and advertisers. While official ad rates are yet to be disclosed, the platform is currently offering advertisers the flexibility to experiment with placements on a case-by-case basis. According to a senior broadcasting executive, this approach allows brands to test the waters and optimize their reach.

For Advertising-Based Video on Demand (AVOD) and Transactional Video on Demand (TVOD) content, the revenue split remains consistent: 65% goes to content providers, while Prasar Bharati retains 35% after deducting operational costs like content delivery network (CDN) and transcoding expenses. Subscription-Based Video on Demand (SVOD) revenue distribution, however, will depend on hourly viewing data, with per-hour rates still under discussion.

WAVES is designed for scalability, currently supporting 10 million concurrent users with the potential to expand to 100 million. The platform offers content in SD, HD, and 4K resolutions and is introducing integrated gaming for kids and e-commerce via the Open Network for Digital Commerce (ONDC). These features position WAVES as a multi-faceted digital entertainment hub, capable of competing with private OTT giants.

To further boost ad sales, Prasar Bharati has invited agencies empanelled with the Directorate of Advertising and Visual Publicity (DAVP) to advertise on WAVES. These agencies are being offered a 20% discount on the total business they bring in, though they will need to cover their own ad server costs. All new integrations will undergo technical feasibility checks to ensure compatibility with the platform’s infrastructure.

With big-ticket advertisers like Amul and Mondelez on board, WAVES is quickly emerging as a strong contender in India’s OTT landscape. Its innovative localization strategy and affordable ad rates make it an attractive alternative to private platforms. As WAVES gains momentum, it has the potential to redefine how public broadcasting competes in the digital era, offering brands a high-reach, cost-effective solution.

Key Highlights:

• Amul and Mondelez have started advertising on Prasar Bharati’s WAVES OTT platform, marking a significant milestone for the broadcaster’s digital ambitions.
• WAVES’ geo-targeted ads and 65:35 revenue-sharing model are attracting brands looking to engage with regional audiences.
• The platform supports 10 million concurrent users, with plans to expand to 100 million, and offers integrated gaming and e-commerce features.
• Prasar Bharati is offering a 20% discount to DAVP-empanelled agencies to accelerate ad sales on WAVES.