Prasar Bharati, a prominent public broadcasting entity in India, made a grand entrance into the competitive streaming arena with the launch of its new platform, Waves, at the International Film Festival of India (IFFI) in Goa. This move signifies the state broadcaster’s foray into the rapidly growing streaming market in the country.
Waves offers a diverse range of content in over 12 languages and across more than 10 genres. The platform boasts a wide array of offerings, including video-on-demand content, free gaming, radio streaming, and access to 65 live channels. What sets Waves apart from other streaming services is its integration of e-commerce capabilities through a partnership with ONDC (Open Network for Digital Commerce).
At the launch event, Goa Chief Minister Pramod Sawant expressed his excitement about the platform, highlighting the platform’s diverse content library that includes films and shows in various languages, including Konkani. In India and many Asian countries, streaming services are commonly referred to as OTT (Over The Top) platforms.
The initial content lineup on Waves features a mix of titles such as the fantasy action film “Monkey King the Hero is Back,” the national award-winning movie “Fouja,” and the thriller series “Bhed Bharam” by Vipul Shah. Additionally, viewers can enjoy modern adaptations like “Fauji 2.0,” starring Gauhar Khan and directed by Sandeep Singh, along with other engaging shows like “Thode Door Thode Paas” and “Kicking Balls.”
For younger audiences, Waves offers a selection of animated series including “Doggy Adventure,” “Chota Bheem,” and “Akbar Birbal,” as well as interactive games like “Krishna Jump” and “Fruit Chef.” CEO of Prasar Bharati, Gaurav Dwivedi, emphasized the platform’s commitment to providing family-friendly content that caters to diverse audiences.
Waves has established partnerships with renowned content providers like Lionsgate for video content and gaming companies such as Mud Games and Tag Labs. The platform also collaborates with educational providers like PACE to offer test prep tutorials.
The launch of Waves OTT aligns with India’s broader digital strategy, as highlighted by Information & Broadcasting Secretary Sanjay Jaju. The platform aims to bridge the digital media and entertainment gap by offering a comprehensive and diverse range of content, with support from BharatNet for last-mile connectivity to rural audiences.
In addition to entertainment content, Waves will also stream live events like the Prabhu Shriram Lalla Aarti from Ayodhya and Prime Minister Narendra Modi’s monthly “Mann ki Baat” address. Prasar Bharati chair Navneet Kumar Sehgal emphasized that Waves is not just an OTT network for entertainment but also a platform for shopping, gaming, and news tailored for all age groups.
The platform’s content acquisition strategy targets various audience segments, including urban, metro, middle India, and non-resident Indians. Government ministries like External Affairs, Finance, and Culture have contributed programming to Waves, along with collaborations with film schools like FTII and partnerships with National Creator awardees like Kamiya Jani and Gaurav Chaudhary. Waves aims to provide a holistic entertainment experience for viewers while promoting Indian talent and culture on a global scale.
