Prasar Bharati Launches Its OTT Platform “Waves” At IFFI 2024 in Goa

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NOVEMBER 21,2024

Prasar Bharati, India's public broadcaster, has made a significant stride into the digital realm with the launch of its OTT platform, Waves. Unveiled at the prestigious International Film Festival of India (IFFI) 2024 in Goa, Waves is poised to redefine how Indians consume entertainment and information.

A Diverse Digital Marketplace

Waves emerges as a formidable player in the competitive OTT market, offering a compelling blend of live television and on-demand content. The platform boasts an impressive lineup of over 38 live channels spanning over 12+ languages and more than 10 genres, catering to a wide spectrum of viewers.

Key features of Waves include live television with access to a multitude of live channels, including popular news channels like NDTV India, ABP News, Republic, and India Today, as well as entertainment networks such as B4U, SAB Group, and 9X Media. It will also cover exclusive live events like the Prabhu Shriram Lalla Aarti from Ayodhya and Prime Minister Narendra Modi's "Mann ki Baat" address.

The on-demand content library encompasses films and games, while the educational content is curated by educational providers like PACE, who will offer test preparation tutorials. Apart from a dedicated free gaming section. Radio streaming will give you access to a variety of radio channels. The e-commerce platform will integrate with ONDC (Open Network for Digital Commerce), enabling users to shop directly from the platform.

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Waves is a collaborative venture involving various government ministries and global content providers. The platform features content from ministries like External Affairs, Finance, and Culture, adding a unique government perspective to the mix. Additionally, partnerships with global giants like Lionsgate and gaming companies like Mud Games and Tag Labs ensure a diverse and high-quality user experience.

Prasar Bharati CEO Gaurav Dwivedi emphasised the platform's family-friendly approach, stating, "Waves brings a wide range of content for clean family viewing into every Indian home." This commitment to family values and wholesome entertainment sets Waves apart from other OTT platforms.

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A Promising Future

The launch of Waves was met with enthusiasm and optimism. Goa Chief Minister Pramod Sawant praised the initiative, highlighting the platform's diverse content offerings, including regional languages like Konkani.

Prasar Bharati has adopted a unique revenue-sharing model with participating broadcasters, allocating 65#37 of ad revenue to them and retaining 35#37. The platform's content acquisition strategy is focused on reaching urban, metro, and middle India audiences, as well as the Indian diaspora.

With its extensive content library, regional focus, and family-orientated programming, Waves is poised to make a significant impact on India's OTT landscape. As the digital entertainment industry continues to evolve, Waves is well-positioned to become a leading platform for Indian viewers.