Prasar Bharati is set to broaden the international reach of its WAVES OTT platform by forming partnerships with telecom operators. The public broadcaster aims to transform its content library into a profitable digital service catering to the Indian community worldwide. They are actively seeking a strategic partner for the distribution and monetization of WAVES, particularly in regions with large Indian populations such as the Gulf countries, the UK, the US, Canada, Australia, Southeast Asia, and parts of Africa. This partnership initiative is expected to last for two years, with the possibility of an extension for another year.
In their recent Expression of Interest (EOI) document, Prasar Bharati highlights a new strategy that focuses on telecom operators as a key channel for attracting international subscribers, moving away from a reliance on downloads through app stores. They are looking for a partner that has strong commercial ties with telecom companies abroad, capable of negotiating distribution deals, integrating carrier billing, and promoting the service to create sustainable revenue streams for WAVES.
The EOI outlines a revenue-sharing model, requiring potential partners to propose commercial frameworks, including partner commissions and cost-sharing responsibilities. However, specific revenue targets or commitments from Prasar Bharati concerning contract awards after the EOI are not disclosed.
Recognizing the challenges that video-on-demand services face in establishing a foothold in international markets, Prasar Bharati’s approach underscores the importance of telecommunications environments in promoting bundled subscriptions and simplifying payment processes. The selected partner will need to handle negotiations with mobile operators, manage ongoing commercial dealings, and explore opportunities with mobile virtual network operators (MVNOs) and internet service providers (ISPs).
A key feature of the proposed model is the integration of carrier billing, which allows users to pay for WAVES through their mobile phone bills. This could help smooth the payments process for international subscribers. Moreover, opportunities for monetization will be explored through various routes including direct subscriptions, ad-supported options, and hybrid models based on market needs.
Prasar Bharati is also asking applicants to showcase their existing and potential relationships with telecom operators, along with their experience in similar markets. The selection will heavily weigh on applicants’ established distributions, with specific points awarded for international partnerships and previous successful engagements in the sector.
The EOI estimates that there are over 32 million people of Indian origin around the world who could be potential users of the WAVES platform. Prasar Bharati aims to use WAVES as a digital hub that offers Indian news, entertainment, films, and sports content, drawing upon the broadcaster’s extensive programming resources linked to Doordarshan.
While countries like the GCC, UK, and various regions in Southeast Asia are highlighted for initial expansion phases, the broader goal remains to connect diaspora audiences with authentic Indian content, shifting away from reliance on unofficial or fragmented sources.
In terms of operations, the chosen partner will be responsible for various aspects including app distribution, local marketing, and compliance with regional regulations. This will require active coordination with Prasar Bharati to ensure that the WAVES platform meets local requirements and remains visible on app stores.
Additionally, while the selected partner will assist significantly in marketing and subscriber acquisition, all content rights will remain with Prasar Bharati. The partner will not be allowed to sublicense or distribute content outside the WAVES platform without explicit approval.
Through this initiative, Prasar Bharati envisions combining its content catalog with the marketing strength and billing mechanisms of international telecom operators, hoping to see increased subscriber growth and sustained revenue. The success of this partnership will depend on how effectively the selected partner can navigate these new markets and the terms agreed upon moving forward.
