On November 21, 2024, Prasar Bharati, India's public broadcaster, made its grand entry onto the digital streaming stage with the launch of its OTT platform, 'Waves.' Coinciding with World Television Day, the platform was inaugurated by Goa's Chief Minister, Pramod Sawant, during the 55th International Film Festival of India (IFFI) held in Goa. This venture is poised to significantly reshape India’s entertainment consumption by providing diverse content through modern technological means.
With the tagline "Family Entertainment Ki Nayi Lehar" (A New Wave of Family Entertainment), 'Waves' aims to deliver content across multiple genres and languages. Users can expect everything from films and series to live TV channels and even online shopping, all conveniently available via its user-friendly app. The platform is compatible with both Android and iOS devices, and offers content spanning over 12 languages including Hindi, English, Tamil, and Konkani, appealing to India's diverse linguistic audience.
The launch event highlighted the platform’s commitment to being inclusive of India’s rich heritage and cultural spectrum. Chief Minister Sawant expressed his enthusiasm, stating, "I am very happy to see the diverse range of content on the platform, including films and content across languages, especially Konkani." This marks a significant moment for not just the broadcaster but the Indian entertainment industry as well.
Waves boasts of offering 65 live TV channels which cover various genres ranging from infotainment and education to gaming and shopping. The content library isn’t just diverse—it also aims to revive nostalgia with classic shows from the era of Doordarshan. Timeless series like Ramayan, Mahabharat, and Shaktimaan will be available alongside new programming aimed at younger audiences.
According to Navneet Kumar Sehgal, Chairman of Prasar Bharati, the platform seeks to provide "clean entertainment for families, kids, and youth". He emphasized the initiative's scope, noting, "It is our duty to make clean family entertainment reach all sections of society." This aligned closely with the digital initiatives laid out by the Indian government as part of the Digital India vision, bridging access to media for rural communities through the BharatNet infrastructure. Sanjay Jaju, the Secretary of Information and Broadcasting, added, "Waves OTT will bridge the digital media and entertainment divide, giving rural audiences access to quality content."
One of the standout features of Waves is its encouragement of young creators. The platform is open to content submissions from various creators, including winners of National Creator Awards and students from prestigious film schools like the Film and Television Institute of India (FTII). This integration fosters fresh talent and new perspectives within the Indian entertainment spectrum.
During IFFI 2024, Waves will showcase various films and shows, including Roll No. 52, which is produced by well-known filmmakers Nagarjuna and Amala Akkineni. Other works scheduled for streaming include Fauji 2.0, which is inspired by the classic work featuring Shah Rukh Khan, as well as Guneet Monga Kapoor’s film Kicking Balls. Viewers can also look forward to live events like Prime Minister Narendra Modi's monthly show, Mann Ki Baat, and even coverage of international sports events such as the US Premier League Cricket Tournament.
Along with streaming services, Waves is also venturing to include e-commerce offerings by collaborating with the Open Network for Digital Commerce (ONDC). It allows users to seamlessly shop online as they consume entertainment. The platform not only aims to be comprehensive by integrating diverse formats—like free-to-play games and educational content—but adopts cutting-edge technology to improve user experience.
Gaurav Dwivedi, the CEO of Prasar Bharati, stressed the importance of broad digital access. "By ensuring content is available on all platforms, we can connect with audiences across our vast country, particularly those who have moved away from their roots but wish to reconnect with their culture," he noted.
Regarding the pricing strategy for Waves, the app is available free for downloading, offering both free content and premium options. Premium content can be accessed through subscription plans with varying features, such as 1080P streaming and support for multiple devices. The premium tiers, ranging from Platinum to Gold, reflect the desire to cater to various audiences, making high-quality content accessible to many.
This ambitious project by Prasar Bharati signifies not just the expansion of traditional broadcasting methods but also establishes the broadcaster’s commitment to shaping the future of entertainment for the next generation of viewers. By combining nostalgia with contemporary digital trends, Waves provides Indian audiences the opportunity to engage with their cultural narratives through innovative means.
The full effect of Waves will be felt as audiences begin to experience this fresh array of content and services. It opens up significant possibilities for how families consume entertainment—encouraging togetherness through shared viewing experiences and facilitating connections across generations. This innovative step may set the pace for other broadcasters, challenging them to adapt or expand their own offerings to stay competitive within the swiftly changing digital entertainment scene.
