India’s public broadcaster, Prasar Bharati, launched its OTT platform referred to as Waves final week. Aside from information, documentaries, and regional content material, the platform can even function content material from Doordarshan’s archives. It will provide content material in 12+ languages in 10+ genres of infotainment.
The platform will present video on demand, free-to-play gaming, radio streaming, dwell TV streaming, 65 dwell tv channels, a number of app-in-app integrations for video and gaming content material, and on-line purchasing by means of Open Community for Digital Commerce (ONDC)-supported e-commerce platforms.
What’s going to this imply for free-to-air linear tv channels?
The platform will provide entry to over 65 dwell TV channels, together with NDTV India, ABP Information, India At this time, B4U Motion pictures, and 9X Jalwa. The broadcasters will obtain 65% of the income, whereas Prasar Bharati will hold 35% share.
This can give many free-to-air linear tv channels an OTT presence. For instance, Sri Adhikari Brothers has made all three of its channels—Mastii, Dabbang, and Maiboli—obtainable on Waves, together with its 5,000-hour content material library.
Kailash Adhikari, enterprise head, Sri Adhikari Brothers, sees Waves as a game-changer and an amazing alternative for all free-to-air channels.
“The expansion of AVoD platforms in India, led by YouTube and now Fb, highlights the huge potential on this house. It was about time Prasar Bharati, the nationwide broadcaster, launched such an initiative. At no cost-to-air channels and content material creators like us, this opens an unlimited sea of opportunitis. Simply as DD Free Dish has considerably boosted Prasar Bharati and the broader tv ecosystem, WAVES is poised to ship comparable transformative development for all stakeholders,” he says.
Adhikari says Waves will assist them attain a brand new viewers within the heartland of India. Whereas these channels have been already obtainable on YouTube and Related TV platforms, this initiative will additional strengthen their digital presence.
“CTV stays largely an city phenomenon, concentrated in metros. Whereas 90% of TVs offered are Sensible TVs, the actual query is what number of are literally related, given the household-level broadband necessities. Related TV caters to a definite viewers,” he provides.
Adhikari is assured that this gained’t eat into the community’s different digital and tv income. “India has an unlimited viewers, with 210 million households getting access to tv. I don’t assume viewers duplicity is a priority,” he says.
Though it is too early to find out the income enhance from the platform, he’s optimistic about its potential. He believes sectors like FMCG and BFSI ought to see worth in promoting right here, particularly for awareness-building.
“As soon as now we have knowledge on attain, growth, and downloads, we are able to higher consider its potential. Initiatives by Prasar Bharati, reminiscent of Doordarshan and DD Free Dish, have persistently reached each nook of the nation. Waves holds the identical potential for mass attain, and as soon as it achieves that, it’ll naturally draw curiosity. Finally, advertisers are at all times on the lookout for attain,” he shares.
What’s going to this imply for different OTT platforms?
The app is free to obtain from Apple App Retailer and Google Play Retailer. Its subscription plan contains:
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Platinum Plan (Rs 999 per 12 months)
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Diamond Plan (Rs 350 per 12 months, Rs 85 for 3 months, or Rs 30 per 30 days)
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Gold Plan (Rs 350 per 12 months, Rs 85 for 3 months, or Rs 30 per 30 days)
Nonetheless, most content material is obtainable without cost.
Anup Chandrasekharan, COO-Regional content material, IN10 Media Community, says the platform will profit each customers and the business. Since Doordarshan’s intensive archival footage will now be made accessible on the platform, WAVES affords a singular alternative for the general public to discover India’s heritage, tradition, and traditions—one thing personal platforms usually lack.
Chandrasekharan sees it as a possibility to develop the OTT universe. Waves has the potential to deliver regional tales, traditions, and heritage to the forefront, reflecting India’s wealthy variety. By doing so, it may well stand out within the crowded OTT market.
“Whereas personal OTT platforms declare to achieve smaller tier-2 and tier-3 cities, their content material stays predominantly urban-centric. Are they showcasing tales rooted in native programming, tradition, or literature? Under no circumstances. These platforms give attention to genres that cater to city audiences, created by groups with little connection to the heartland,” he says.
What’s going to it imply for advertisers?
With most of its content material obtainable without cost, it’s anticipated to create many new alternatives for advertisers.
Shrenik Gandhi, CEO and co-founder, White Rivers Media, says the platform targets the huge tier-2 and beneath viewers, which makes up a major section of the market.
“It’s nice to see the federal government recognising the necessity to improve the content material selections and viewing habits for this viewers. Whereas many nonetheless watch Doordarshan, they’ve additionally began partaking with platforms like Moj and Takatak. It was excessive time the bigger tier-2 and tier-3 viewers acquired a significant improve, and it is a robust first step in that route,” he says.
With 800 million smartphones in India, digital penetration has at all times been robust. Nonetheless, Gandhi says tier-A platforms usually pose a barrier for a lot of as a result of value and aspirational narratives. “Prasar Bharati, alternatively, affords a way of consolation and accessibility, making it extra interesting for a broader viewers,” he notes.
He provides that this platform isn’t nearly conventional sales-driven advertisements—it’s an ideal alternative for compelling storytelling tailor-made to tier-2 and tier-3 audiences. “Any advertiser who’s succeeded with campaigns at occasions like Kumbh Mela would see nice worth right here.”
Harikrishnan Pillai, CEO and co-founder, TheSmallBigIdea, says low-involvement, low-price, high-frequency classes like FMCG or daily-use items could discover a pure match right here. Equally, actual property ancillary classes—cement, adhesives, plumbing, or pipe manufacturers—may additionally discover relevance. Nonetheless, these industries usually don’t make investments closely in promoting.
Pillai means that the platform may evolve into a brilliant app—beginning with partaking content material to draw customers, then increasing into companies like purchasing and authorities verifications, making it indispensable. Nonetheless, he cautions that whereas this idea is promising, it may fall flat if not executed successfully.
“There’s no clear proof of idea except they remodel it into a brilliant app—providing extra than simply content material, like IRCTC bookings or unique early entry to companies. Options like these may make it interesting, however as of now, it doesn’t appear notably compelling. Platforms have to both management distribution or content material,” he says.
Pillai says counting on outdated or simply obtainable content material is dangerous. As an illustration, reveals like Fauji 2 or collaborations with platforms like Curly Tales are already accessible on Instagram and YouTube. Paying for such content material doesn’t appear compelling, particularly when the business is going through challenges—mergers, slower green-lighting of initiatives, and decreased content material acquisitions.
“Even platforms that have been as soon as immune to advertisements have now embraced promoting fashions. It’s clear that the panorama is shifting, and surviving on this house requires a singular and sustainable strategy,” he says.
For advertisers, Pillai says that it is not simply concerning the content material—distribution is the important thing. “The important thing query is: does it provide attain or entry to a section of the viewers I can’t attain by means of different platforms? With out concrete numbers, advertisers gained’t even take into account it. But when the platform supplies stable knowledge displaying it may well successfully goal a selected viewers, like India’s BC section, it turns into a compelling choice. Nonetheless, for this to work, the programming have to be considerably stronger,” he says.
Written with the View : afaqs