CloudTV, India’s first homegrown Smart TV Operating System (OS), has announced a landmark strategic partnership with WAVES OTT, the public service digital platform of Prasar Bharati. This major collaboration is set to make India’s vast public service digital content and rich cultural content easily accessible on connected Smart TVs nationwide, offering a truly unique content library to over 12 million CloudTV users.
This significant partnership is a digital bridge connecting India’s deep broadcasting legacy with the future of digital entertainment. The core objective is to democratize access to high-quality Indian content across diverse demographics in a seamless, affordable manner, particularly in tier-2 and tier-3 cities where CloudTV’s presence is strong.
WAVES OTT’s extensive and diverse library, featuring content in over 20 languages across multiple genres, will now be prominently featured on Smart TVs powered by the CloudTV OS. This catalogue is a unique blend of Doordarshan and Akashvani’s timeless archives—including historical documentaries, classic serials, and regional broadcasts—with new-age entertainment, up-to-the-minute news, music, cultural programs, and live events.
This strategic integration ensures that India’s stories, both past and present, are available to every viewer, anytime and anywhere, without the need for additional external streaming devices.
Key Benefits of the Collaboration
- Massive Reach: The partnership instantly gives WAVES OTT access to 12+ million CloudTV users across popular Smart TV brands like Lloyd, Intex, Micromax, Croma, Sansui, Hyundai, and T-Series, ensuring a truly nationwide reach across millions of connected homes.
- Cultural & Educational Enrichment: Users gain access to a treasure trove of content that celebrates India’s linguistic and cultural diversity, spanning national events, archival content, and regional films, promoting public service programming and knowledge.
- Enhanced User Experience: By making the WAVES application a native and visible feature on the CloudTV OS home screen, the partnership significantly improves content discovery and user engagement for both platforms. Viewers simply look for the WAVES logo to dive into a world of multi-lingual content.
- Affordable and Accessible Entertainment: CloudTV’s model of powering affordable Smart TVs, combined with WAVES OTT’s public service, often free-to-access content, aligns perfectly to make high-quality, culturally relevant entertainment universally accessible.
Abhijeet Rajpurohit, COO & Co-Founder, CloudTV, emphasized the milestone, stating: “Our partnership with Prasar Bharati’s WAVES OTT represents a milestone in making India’s cultural and creative richness universally accessible. CloudTV is proud to power this digital bridge connecting nostalgia with innovation, heritage with technology, and the wisdom of the past with the imagination of the future.”
Gaurav Dwivedi, CEO, Prasar Bharati, added: “WAVES is a manifestation of India’s self-reliant digital vision, a public service OTT platform… This partnership with CloudTV ensures that our content reaches audiences across Smart TVs nationwide, allowing more citizens to engage with India’s culture, knowledge, and entertainment seamlessly.”
The collaboration is a powerful step towards realizing the ‘Desh ka Apna OTT’ and ‘Desh ka Apna OS’ vision, blending tradition with modern technology.
Key Highlights:
- CloudTV, India’s homegrown Smart TV OS with over 12 million users, has partnered with WAVES OTT, Prasar Bharati’s public service digital platform.
- The goal is to seamlessly integrate WAVES OTT’s extensive library of cultural, archival (Doordarshan/Akashvani), and contemporary content (in 20+ languages) onto CloudTV-powered Smart TVs (brands like Lloyd, Intex, etc.).
- This strategic collaboration significantly expands WAVES OTT’s reach to millions of households nationwide, fulfilling a mission to make India’s rich public service content universally accessible on the big screen.
- The partnership is hailed as a digital bridge connecting India’s broadcasting heritage with technology, enhancing the Smart TV experience with diverse, quality Indian programming.