Prasar Bharati Ventures Into OTT Space With ‘WAVES’

Prasar Bharati forays into OTT space with launch of WAVES

SUMMARY

Prasar Bharati launched WAVES, its OTT platform with content in 12+ languages, featuring video-on-demand, gaming, radio streaming and 65 live channels.

The platform targets diverse audiences with animation series like Chota Bheem and games like Krishna Jump, while also including content co-developed with central government ministries. It has integrated e-commerce through ONDC and opened access to content creators and film schools

The platform has also partnered with content providers like Lionsgate and secured gaming partnerships with Mud Games and Tag Labs

Public broadcaster Prasar Bharati has unveiled its own over-the-top (OTT) platform WAVES, marking its entry into the streaming space to take on heavyweights, including Netflix, Amazon and Disney+ Hotstar among others.

The platform has been launched with a content slate spanning over 12 languages and features video-on-demand services, gaming, radio streaming, and 65 live TV channels.

In an effort to stand out in the crowded streaming space, WAVES has integrated e-commerce capabilities through ONDC and opened its platform to content creators and film schools.

Further, it has also secured partnerships with several content providers such as Lionsgate for video content, and Mud Games and Tag Labs for gaming content.

Doordarshan’s OTT platform will also feature popular animation TV series such as Chota Bheem, Tenaliram, Akbar Birbal. Additionally, it will offer games like Krishna Jump, Fruit Chef, Ram the Yodha. The move is expected to draw young viewers to the platform.

It is pertinent to note that several central government ministries and states have also partnered with WAVES for content development, to codevelop content from docudramas to reality shows. The platform will also feature a cyber security awareness campaign in partnership with CDAC, MeitY, supported by programs like ‘Cyber Crime ki Duniya’ and ‘Cyber Alert.’

Prasar Bharati’s foray into the OTT landscape at a time when competition has intensified in India’s streaming market, with players like Netflix, Amazon and Disney+ Hotstar aggressively expanding their content catalogue to poach users.

The streaming space is also undergoing significant shifts, with platforms increasingly focusing on regional content and original programming to differentiate themselves. Recent data shows that 30% of Indians consume content on OTT in their preferred regional language, highlighting the importance of vernacular content.

WAVES enters a mature OTT market where platforms like JioSaavn, Gaana, ALTBalaji, Ullu, and others have already established strong regional content strategies. Recent market trends show increasing demand for vernacular content, with platforms expanding beyond Hindi and English to capture audiences in Tamil, Telugu, Marathi, Bengali and other regional languages.

The Indian subscription video on demand (SVOD) market in India is projected to grow at a compounded annual growth rate (CAGR) of 11.1% to become a $2.77 Bn opportunity by 2027.