Making WAVES Worldwide: Prasar Bharati Plots Global OTT Expansion

Image Source: Indian Express

Prasar Bharati plans a strategic global expansion of WAVES, its flagship OTT platform launched in November 2024. Boasting 3.8 million downloads and 2.3 million users, the new strategy focuses on international partnerships, app integration, revenue diversification, and content curation to achieve operational sustainability and global digital prominence within two years.

Prasar Bharati is poised to transform WAVES from a promising Indian OTT player into a global digital content powerhouse. The platform, launched less than a year ago, has gained significant traction and is now set for a multi-pronged expansion strategy to secure financial sustainability and scaled international reach.

Key Highlights

Strong Early Traction: Within its first year, WAVES has amassed over 3.8 million downloads and 2.3 million registered users, signaling robust audience interest in family-friendly, culturally rich content rooted in India’s heritage.

Comprehensive Growth Strategy: Prasar Bharati proposes studying global OTT best practices, forming app bundling deals, pursuing app-in-app integrations, and implementing content syndication to accelerate WAVES’ growth domestically and internationally.

Financial Sustainability Goals: The agency aims to optimize resources, streamline content pipelines, and diversify revenue models including advertising, subscriptions, syndication, and partnerships. The target is achieving operational and financial independence within two years.

Strategic Support Team: A dedicated expert team will guide content, technology, marketing, distribution, and revenue strategy to ensure user growth and platform engagement, targeting over 10 million registered users and substantial ad revenue growth within a year.

Diverse Content Portfolio: WAVES offers programming in 12+ languages and 80+ genres, ranging from classic Indian television staples like Ramayan, Mahabharat, and Shaktimaan to contemporary infotainment, live TV, radio streaming, gaming, and e-commerce integrations, catering to a broad demographic spectrum.

Cultural Bridge with Global Outlook: While rooted deeply in India’s cultural ethos, WAVES aims to package authentic regional stories for a global audience through partnerships and curated, high-engagement content.

Forward With Waves

Prasar Bharati’s WAVES OTT platform is evolving from a national digital initiative into a visionary global entertainment brand—leveraging India’s rich cultural legacy to carve a niche in the competitive international OTT landscape.

Sources: New Indian Express

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