India’s public broadcaster Prasar Bharati has taken a bold step in the OTT space by launching its new platform, Waves, at the prestigious International Film Festival of India (IFFI) 2024 in Goa. The platform, designed for family entertainment, operates under the tagline, ‘Waves – Family Entertainment Ki Nayi Lehar’, and is accessible via Android and iOS devices.
Waves combines 40 live TV channels, including:
- Movies and Entertainment: B4U Movies, PTC Punjabi Gold, Mastii, Dabang.
- Music: 9X Jalwa, ABZY Music.
- Regional Content: Maiboli, Pitaara Movies.
- News: Republic, NDTV India, India Today, News24.
- Legacy Content: Access to Doordarshan and Akashvani channels.
- Curated Films: Titles like Aarakshan and Alice Darling.
The platform introduces an innovative 65-35 revenue-sharing model, allowing private broadcasters to earn 65% of ad revenue from their content while Prasar Bharati retains 35% for operational costs. This model aims to attract more private partnerships and broaden Waves’ content base.
The platform’s content was carefully chosen based on Gross Rating Points (GRPs), audience reach, and popularity, ensuring it caters to a diverse demographic.
With its mix of traditional and digital broadcasting, Waves represents a significant evolution in Prasar Bharati’s digital strategy, challenging established players in India’s booming OTT market.
“The launch of Waves underscores our commitment to democratizing entertainment, bridging traditional broadcasting and modern streaming,” said a Prasar Bharati spokesperson during the launch event.
As the Indian entertainment landscape diversifies, Waves is poised to emerge as a family-centric, accessible, and innovative platform, uniting the strengths of legacy broadcasting with the vibrancy of OTT.
Key Highlights:
- Waves, Prasar Bharati’s new OTT platform, launched during IFFI 2024 in Goa, offers a blend of 40 live TV channels, movies, and interactive content.
- The platform features Doordarshan and Akashvani channels, private broadcasters, and curated films like Aarakshan and The Impossible.
- Its revenue-sharing model gives 65% ad revenue to private broadcasters, enhancing collaboration and content diversity.