India’s public broadcaster, Prasar Bharati, made waves on November 20, 2024, at the International Film Festival of India (IFFI) held in Goa, by launching its new OTT (Over-the-Top) platform named WAVES. This innovative platform promises to provide users with access to a wide range of content, merging both classic and modern programming from Doordarshan (DD) and All India Radio (AIR), among other content providers. During the launch ceremony, which took place on the opening day of the festival, Goa's Chief Minister Pramod Sawant was present to introduce the platform.
WAVES isn’t just your average streaming service; it's envisioned as a comprehensive cultural experience marked by nostalgia and fresh entertainment options. The platform caters to diverse audiences, featuring media content available in over 12 languages, including Hindi, English, Bengali, Marathi, Kannada, Malayalam, Telugu, Tamil, Gujarati, Punjabi, and Assamese. With such extensive linguistic offerings, Prasar Bharati aims to engage and connect with viewers from various backgrounds across the country.
One of the standout features of WAVES is its impressive library. Users have the opportunity to access popular classic shows alongside contemporary programming. The platform offers over 65 live channels, including both Doordarshan's offerings and various private networks, ensuring viewers have real-time access to news, entertainment, and educational content.
Speaking at the launch, Navneet Kumar Sehgal, Chairman of Prasar Bharati, emphasized the platform's mission to promote clean and family-friendly entertainment. He mentioned, “The app offers not just entertainment but also services like news, games, films, and even easy shopping through the ONDC network.” This multifunctional approach reflects Prasar Bharati's commitment to keeping pace with the rapidly changing digital media environment.
Another appealing aspect of the platform is its free-to-play gaming feature, which allows users to engage with interactive games without any additional fees. This integration of gaming is expected to draw younger audiences, providing them with various entertainment options within the same platform.
Fans of nostalgia will particularly appreciate the app's accessibility to Prasar Bharati's rich archives. From iconic Doordarshan shows of the past to memorable Aakashvani programs, users can relive cherished moments from their childhood. Such content not only evokes fond memories but also serves to reinforce cultural heritage.
Further differentiators include the seamless integration of online shopping capabilities via the ONDC (Open Network for Digital Commerce) within the app. This allows users to shop directly through the platform, enhancing convenience and aligning with contemporary consumer behavior.
To highlight the importance of community involvement, the WAVES platform also aims to support young creators by providing them opportunities to showcase their work. This initiative will help nurture talent and contribute to the growth of India’s creative economy.
The launch of WAVES adds to the competitive OTT market in India, which has been booming over recent years. With the likes of Netflix, Amazon Prime Video, and Disney+ Hotstar establishing strong presences, WAVES distinguishes itself by focusing on catering to family-oriented content along with rediscovering nostalgic programming.
By rolling out WAVES, Prasar Bharati is not merely entering the OTT race; they're positioning themselves as digital pioneers who recognize the significance of cultural relevance and the pivotal role they play as public broadcasters. The platform could spark new beginnings for regional and national content creators who previously lacked such prominent exposure.
Overall, the launch of WAVES at IFFI 2024 is more than just about streaming; it's about connecting generations, preserving cultural narratives, and accommodating the diverse preferences of Indian audiences. With its promising features and strategic vision, WAVES has the potential to become a significant player within the expansive Indian OTT universe.
