Prasar Bharati has officially launched its new over-the-top (OTT) platform, Waves, marking its bold entry into the competitive digital entertainment arena. This launch, which took place during the 55th International Film Festival of India (IFFI), aims to blend traditional television elements with modern digital offerings, positioning itself as a formidable contender against seasoned players like Netflix, Amazon Prime, and Jiostar.
The Waves platform is not your average streaming service. Designed to offer rich content, it features over 65 linear television channels, which include popular news and entertainment networks. Available to users without subscription fees across more than 12 languages, the platform aims to cater to diverse regional tastes and preferences. According to Prasar Bharati, the platform revives nostalgic programming and aims to encapsulate unique Indian stories with global perspectives.
More than just traditional content, Waves blends various media forms. Users can enjoy video-on-demand (VOD), live television streaming, and even gaming options, all integrated within the same interface. Such features illuminate the comprehensive strategy to connect with audiences who may feel overwhelmed by subscription fees and content overload on other platforms. Waves is initiating free access, effectively eliminating the barrier cost typically associated with most streaming services.
Among the prominent offerings are connections to the Open Network for Digital Commerce (ONDC) for seamless e-commerce, positioning Waves not just as entertainment but as a potential shopping hub. The overarching goal appears to be creating inclusivity and establishing connections for audiences across tier-2 and tier-3 regions of India. This could be particularly beneficial as digital penetration grows throughout the country, which boasts around 800 million smartphone users.
Nevertheless, the Waves launch has raised eyebrows, especially among traditional cable and direct-to-home (DTH) operators. Many industry experts express concerns about the impact of this venture on existing business models, particularly as Waves begins to draw subscribers away from established services already struggling against the rising tide of OTT viewership. “With more viewers migrating to digital platforms, traditional operators fear the inclusion of linear TV channels on Waves will siphon off even more of their subscriber base,” commented one broadcast expert anonymously.
These fears have been compounded by the growth of Prasar Bharati's DD Free Dish, which already offers free satellite television services and is quickly gaining popularity. This evolution reinforces the concern for cable operators, who have witnessed significant subscriber churn over the last few years. Data indicates industry losses have compounded significantly, with subscriber counts plummeting from around 180 million to roughly 120 million as of 2024—a significant erosion of 33% across the sector.
With the distributor channels already facing steep declines, operators like Siti, Hathway, and GTPL have formally requested the Ministry of Information and Broadcasting (I&B) to prevent Prasar Bharati from onboarding private TV channels as part of Waves. They argue this action violates established guidelines for downlinking and uplinking television channels prescribed by the I&B Ministry. Concerns over shifts initiated by Waves have catalyzed discussions around potential violations of broadcasting control regulations.
Nevertheless, officials from Prasar Bharati assert their authority under the Prasar Bharati Act allows them to feature broadcasters' television channels on their OTT platform. They believe Waves will provide significant value to both consumers and advertisers alike. For example, the concept of advertising could flourish on Waves since the platform’s free content model could attract vast audiences and provide advertisers targeted outreach to previously hard-to-reach markets.
Industry experts predict advertisers will find value particularly within the FMCG sector and other low-involvement, high-frequency goods. Shrenik Gandhi, CEO and co-founder of White Rivers Media, emphasizes the potential of the government recognizing the need for content upgrades. Traditional platforms often fall short of engaging the growing audience base located beyond major urban centers, which Waves aims to rectify.
Expanding the narrative, Anup Chandrasekharan, COO-Regional Content at IN10 Media Network, lauds the platform's potential. He claims it offers the public access to India’s extensive cultural heritage through its archive, distinguishing it from private platforms, which have tended to focus more on urban-driven content and storytelling. “The aim is to reflect India's rich diversity and expand the OTT universe with regional stories and traditions,” he notes.
While the launch narrative is promising, the path forward is fraught with challenges. To succeed, Waves must prioritize quality and diversity of content. Competitors like Netflix and Amazon Prime have strong footholds with their vast libraries of both original and diverse programming; without significant content differentiation, Waves may struggle to retain viewer interest.
Current subscription models from competitors hardly appeal to price-sensitive consumers, particularly those from rural or semi-urban backgrounds. Yet, with Waves, viewers can access quality entertainment free of charge, which may very well attract those seeking casual viewing alternatives without financial commitments.
Overall, the entry of Waves marks a significant shift for Prasar Bharati, promising more than just entertainment. It signals a shift where viewers will have the opportunity to enjoy culturally rich content as well as the daily entertainment staples they crave. There’s no telling yet how well Waves will stack against its private counterparts, but if executed effectively, it may just redefine the regional OTT market.
The services available on Waves include its subscription plan options, which are rather affordable: the Platinum Plan priced at Rs 999 annually, the Diamond Plan at Rs 350 for the year, or divisible at Rs 85 for three months, with some content also available for as little as Rs 30 per month.
For now, as the OTT battle continues to intensify, Waves stands at the cusp of becoming not just another entry but as potentially the catalyst for change within the fragmented Indian digital entertainment industry.
