Prasar Bharati Launches Waves: A Game-Changer in OTT

Introduction to Waves

On 20 Nov 2024, the National Public Broadcaster of India, Prasar Bharati launched its own over-the-top (OTT) platform called Waves in association with 55th International Film Festival of India in Goa. The aim is to provide diversity and a perfect blend of Indian digital content into the evolving landscape of streaming services, embracing modern digital trends but doing justice to India's rich cultural heritage.

Features of Waves

Waves is supposed to be an all-rounded destination for family entertainment, education, and shopping. Here are a few features:

• Variety Content: The platform will air content in more than 12 languages, which includes Hindi, English, Marathi, Tamil, and Assamese. Content from the genres would include infotainment, gaming, education, and shopping.
• Live Channels: There will be the presence of 65 live TV channels on the platform, which consists of notable news and entertainment channels like NDTV India and ABP News.
• Video-on-Demand: There will be thousands of movies and TV shows available for on-demand viewing.
• Interactive Features: The platform also has free-to-play games and ONDC-eCommerce, through which users can shop online.
• Cultural Programming: Waves will host old-school Indian content such as Ramayan and Mahabharat that will draw cultural-seekers.

Launch Highlights

Launching remarks were made by Goa Chief Minister Pramod Sawant, who stated that this platform will further enhance the Indian entertainment spectrum. Secretary of the Ministry of Information and Broadcasting Sanjay Jaju said Waves is a part of the Digital India vision as it is bridging the digital divide and bringing content to viewers in rural areas through BharatNet.

Is the Launch Worth It?

The introduction of Waves is an important step for Prasar Bharati as it will help position itself in the crowded OTT market. Traditional broadcasting combined with modern streaming capabilities could open many shoulders to attract that wide base of audiences. However, challenges do exist regarding competition with established OTT and the plight of private broadcasters on account of market distortions due to Prasar Bharati playing dual roles in this manner.

Waves holds promise of being a notable contender in the Indian OTT spectrum with its eclectic content and cultural representation. Its focus on family-friendly and associating itself with new-age creators may strike a chord among the viewers seeking quality entertainment. 

With inputs from agencies
Image Source: Multiple agencies

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