Prasar Bharati's Waves OTT debuts: Optimism for news, doubts for entertainment

Prasar Bharati's much-anticipated OTT platform Waves was officially launched on Wednesday, marking the public broadcaster's foray into the competitive streaming market.

Despite the excitement surrounding its debut, industry experts remain cautious, predicting a limited immediate impact, particularly among urban audiences.

"The platform's reach is expected to be minimal, aside from some segments related to news," said a senior OTT expert.

Given that Prasar Bharati's free-to-air linear channels are already widely available on platforms like YouTube, experts question the platform's ability to differentiate itself and attract significant viewership in a crowded market.

“The majority of consumption on OTT platforms is centred around entertainment, particularly shows and movies. As such, I don't foresee a significant shift in viewing habits due to this new OTT.

“Additionally, the linear channels they plan to offer will likely be free-to-air channels, which are already accessible on YouTube or other OTT services. So, it's unclear how much new or exclusive content will be introduced. That being said, Doordarshan channels do have a solid viewership, so there will likely be some audience engagement. However, I don't anticipate any significant impact on other major OTT platforms,” said a senior industry observer.

Waves was launched at the 55th International Film Festival of India (IFFI) in Goa by Chief Minister Pramod Sawant, in the presence of Sanjay Jaju, Secretary, I&B Ministry.

The app has stories embracing Indian culture with an international outlook, in 12+ languages - Hindi, English, Bengali, Marathi, Kannada, Malayalam, Telugu, Tamil, Gujarati, Punjabi, Assamese. It will be spread across 10+ genres of infotainment. It will provide video on demand, free-to-play gaming, radio streaming, Live TV streaming, 65 live channels, several app-in-app integrations for video and gaming content, and online shopping through Open Network for Digital Commerce (ONDC) supported e-commerce platform. 

The platform features a lineup of live channels, including entertainment networks like B4U, ABZY, SAB Group, and 9X Media, alongside major news channels such as India Today, News Nation, Republic, ABP News, News24, and NDTV India. It also offers all Doordarshan and Akashvani channels, according to sources. However, some prominent broadcasters' channels are currently absent from the service.

Another industry expert questioned the appeal of downloading the Waves app, suggesting that without exclusive, unique, or additional content, there may be little incentive for viewers to make the switch.

"Linear channels are already available on platforms like YouTube, which makes them more convenient for viewers. Unless the content is differentiated in some way, people won't be motivated to download and watch it.

“OTT platforms succeed because they offer exclusive or original content. While the app may struggle to make an impact in India, it could have more success among the Indian diaspora abroad," said the expert who did not wish to be named.

Shradha Agarwal, Co-Founder and CEO of Grapes, echoed similar sentiments, highlighting that while Waves represents a positive step forward, its success will depend on how well it can adapt to changing audience preferences.

"People have already settled into their preferred OTT platforms and the type of content they enjoy. Introducing a new platform will only be effective if it offers exclusive content that viewers are excited to access. News channels may draw some interest, but to truly capture attention, Waves will need to offer unique shows or exclusive events like album launches that can't be found elsewhere,” she said.

Agarwal further emphasized the importance of a strong marketing strategy, noting that exclusive content and seamless integration with smart TVs would be key to driving user engagement.

"An effective campaign that highlights exclusive content, combined with easy access via smart TVs, could significantly enhance the platform's appeal,” she said.

In a statement released by the Ministry of Information and Broadcasting, Doordarshan expressed its commitment to meeting the growing demand for digital streaming services. By launching Waves, the public broadcaster aims to cater to diverse audience preferences, offering a blend of nostalgic and contemporary content.

“The platform aims to revive nostalgia while embracing modern digital trends by offering a rich mix of classic content and contemporary programming. With a library featuring timeless shows like Ramayan, Mahabharat, Shaktimaan, and Hum Log, the platform appeals to audiences looking for cultural and emotional connections with India's past. Additionally, it offers news, documentaries, and regional content, reinforcing its commitment to inclusivity and diversity.

“By leveraging its decades-long legacy and national trust, Doordarshan's OTT platform bridges the gap between traditional television and modern streaming, reaching tech-savvy youth and older generations alike,” it said.

As a conscious step to unlock the potential of young creators in the creative economy, Waves also offers its platform to content creators including National Creator Awardees like Kamiya Jani, RJ Raunac, Shraddha Sharma and others. Waves has opened its portal to student graduation films of film and media colleges like FTII, Annapurna, and AAFT.

Central Government Ministries and states are also joining hands with Prasar Bharati to co-develop and contribute varied content such as docudramas, dramatized or fictionalized shows, reality shows with entertainment value, as an effective vehicle for meaningful messages. Some content includes a documentary on the 75^th anniversary of the Supreme Court of India, the NFDC archives titled Cinemas of India, the Information and Broadcasting Ministry’s rare archival content like historical photos, journals and publications.

The Ministry of External Affairs, Ministry of Finance, IGNCA, Ministry of Culture and India Post have also contributed informative and entertaining programming to Waves.

Earlier, the MIB had confirmed that a small part of the platform will be subscription-based and the rest will be free for viewing.

In August, Prasar Bharati had invited TV channels to join its new OTT platform. The move represented an important expansion of its digital footprint, aiming to broaden its reach and offer a revenue-sharing model that stands out in the market.

Under this model, broadcasters would receive 65% of ad revenue, while Prasar Bharati would retain 35%.

The major four television networks have chosen not to stream their linear channels on Prasar Bharati’s upcoming OTT platform, sources had shared with e4m back in September.

Despite the government's offer of a lucrative revenue-sharing model, these networks likely made this decision because they already have a strong presence on their own OTT platforms.

While these top networks did not apply, sources familiar with the matter told e4m that the pubcaster received applications from 106 channels across genres. Out of these, 44 were selected, with 40 agreeing to join the platform.

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