Prasar Bharati, India’s public service broadcaster, has issued a Request for Proposal (RFP) to onboard a dedicated Project Management Unit (PMU) to steer the next phase of growth for its Over-The-Top (OTT) platform, WAVES. This strategic move comes as WAVES, launched in November 2024, has already recorded over 3.8 million downloads and 2.3 million registered users.
The PMU is expected to play a crucial role in shaping the platform’s future by driving ambitious goals across key areas. Prasar Bharati aims to position WAVES as a leading global OTT player and the most preferred digital destination for Indian audiences. The new unit will be responsible for a range of functions, including content strategy, monetization, distribution partnerships, and marketing.
The RFP outlines clear performance targets for the selected PMU, with a core focus on user growth and revenue diversification. The unit is expected to ensure that at least 70% of registered users remain active on a monthly basis and to drive a fivefold increase in advertisement revenue within the first year. The broader goal is to achieve financial and operational sustainability within a two-year period by leveraging diverse revenue streams such as advertising video-on-demand (AVOD), subscription video-on-demand (SVOD), and content syndication.
The bidding process will follow a two-stage evaluation, with Prasar Bharati assessing bidders on their legal and financial stability as well as their experience with large-scale consulting projects in the media and entertainment sectors. The engagement period is initially set for two years, with a possible one-year extension based on performance.
Key Highlights:
- Strategic Expansion: Prasar Bharati is seeking a Project Management Unit (PMU) to guide the next phase of growth for its WAVES OTT platform.
- Ambitious Targets: The PMU’s key objectives include achieving a 70% monthly active user rate and a fivefold increase in ad revenue within the first year.
- Core Responsibilities: The selected unit will oversee content strategy, marketing, user acquisition, and monetization to ensure the platform’s long-term sustainability.
- Performance-Based Contract: The contract is for an initial two years, with a possible extension based on the PMU’s ability to achieve the set goals.