Prasar Bharati’s Waves: Ripples of concern among cable TV players

Prasar Bharati’s recent launch of its OTT platform, Waves, has sparked significant concern among cable and DTH operators.

The platform, which currently hosts over 60 linear TV channels, including major news networks, and is available for free without a subscription, has caused unrest in the cable industry, even though it does not yet include entertainment channels from top four broadcasters.

The introduction of linear TV channels on Waves has disrupted the status quo, prompting objections from traditional TV operators who feel this move will undermine their business models and further erode their market share.

e4m has reported about the concerns among experts regarding Waves offering linear channels.

Subscriber Shift

The concerns of cable and DTH operators are rooted in the increasing pressure they are already facing from Prasar Bharati's DD Free Dish, which offers free satellite TV services and is growing rapidly.

“As more viewers shift towards OTT platforms, which offer on-demand content and more flexibility, traditional TV operators have seen a decline in subscriptions. The inclusion of TV channels on Waves only adds to these challenges, potentially siphoning off even more subscribers who are already moving toward digital and streaming options,” said a broadcast expert who did not wish to be named.

With Prasar Bharati’s Waves now offering a mix of linear and on-demand content, operators are worried that this will further accelerate the shift to OTT, ultimately diminishing their subscriber bases and profitability.

Cable TV operators say that by using broadcasters’ TV channels, Prasar Bharati is leading to a violation of the downlinking guidelines prescribed by the I&B ministry.

An industry expert said that this move contradicts existing regulations, which stipulate that satellite TV channel reception decoders should only be provided to cable operators.

"It is completely unjust to introduce linear channels on an OTT platform. This not only breaches the uplinking and downlinking guidelines but also exacerbates the challenges faced by cable operators, who are already experiencing significant subscriber losses each year," the expert commented.

Violations Worry

Earlier, in a letter to the ministry, the All India Digital Cable Federation has said that by sending the notice inviting applications (NIAs) to all linear TV channels for onboarding on it OTT platform, Prasar Bharati violated clause 11(3) (f) of the Up-linking & Downlinking guidelines of 2022.

According to Clause 11(3) (f): It shall provide TV Channel signal reception decoders only to MSOs/Cable Operators registered under the Cable Television Networks (Regulation) Act 1995 or to a DTH operator registered under the DTH guidelines issued by Government of India or to an Internet Protocol Television (IPTV) Service Provider duly permitted under their existing Telecom License or authorized by Department of Telecommunications or to a HITS operator duly permitted under the policy guidelines for HITS operators issued by the Ministry.

In a letter written in September, the cable industry had said that the distribution industry had already witnessed a huge churn in their subscriber base in last 6 years, wherein in 2018, the combined subscriber base of Cable TV and DTH industry was around 180 million, which has significantly reduced to 120 million in 2024, which is an erosion of 33% of total subscriber base.

Cable TV operators, including Siti, Hathway, Den, and GTPL, had urged the Ministry of Information and Broadcasting (I&B) to restrict Prasar Bharati from onboarding private TV channels on its forthcoming OTT platform. Prasar Bharati’s Waves has around 71 linear channels.

Speaking on the same, a senior broadcast expert said that Prasar Bharati operates under the Prasar Bharati Act and hence broadcasters are permitted to offer their satellite TV channels on Prasar Bharati’s OTT platform.

What’s on offer?

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

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, 71 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.

‘Limited impact’

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.

“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,” the ministry had said after the launch.

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 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.