Prasar Bharati, India’s national public broadcaster, has set a new benchmark in the digital media space with the launch of Waves, its flagship OTT platform, at the International Film Festival of India (IFFI) in Goa. This pioneering initiative aligns seamlessly with the Indian government’s Digital India vision, aiming to bridge the gap between traditional and digital media while ensuring access to quality content across India’s urban and rural landscapes. As the strategic advisory partner, Primus Partners India has been instrumental in translating Prasar Bharati’s vision into reality, guiding every step of the journey to establish Waves OTT as a unique, sustainable, and engaging platform for diverse audiences.
At its core, Waves OTT stands out as a comprehensive and inclusive digital hub, combining diverse entertainment formats with a unique cultural essence. The platform offers content in over 12 Indian and international languages, including Hindi, English, Bengali, Tamil, Telugu, Kannada, Gujarati, Punjabi, and Assamese, reflecting the linguistic diversity of the country. Its genre-spanning content portfolio covers infotainment, live TV streaming with 65 live channels, radio streaming, video-on-demand, and free-to-play gaming, ensuring a truly multifaceted experience for users. With a focus on inclusivity, Waves presents India’s Stories for the World—content that celebrates India’s cultural heritage while appealing to a global audience.
A key highlight of Waves is its innovative app-in-app integration, which aggregates some of the most trusted and popular digital platforms under one roof. Partnerships with Lionsgate, Eros, PTC, and Shucae enrich its library of premium movies and series, while collaborations with gaming platforms such as Mud Games, Tag Labs, Freak X Games, and Game Tech Point make Waves a hotspot for casual and competitive gaming enthusiasts. The platform goes beyond entertainment by incorporating educational resources, including NCERT books, BISAG content, and PACE test preparation tutorials, offering a valuable resource for students and lifelong learners. These features ensure that Waves is not just an entertainment platform but also a tool for personal and educational growth.
Additionally, Waves OTT embraces India’s growing e-commerce ecosystem with the integration of CSC-SPV’s ONDC-supported platform, enabling users to explore and engage in online shopping seamlessly. By combining entertainment, education, and commerce, Waves creates an unparalleled digital ecosystem catering to diverse user needs.
What sets Waves apart is its commitment to accessibility and inclusivity. By leveraging BharatNet’s infrastructure, the platform ensures last-mile connectivity, delivering high-quality digital experiences even to rural and underserved areas. This feature underscores Prasar Bharati’s mission of democratizing entertainment and information, making Waves a truly national platform.
The journey to launching Waves OTT has been a testament to the power of collaboration. Prasar Bharati’s vision has been brought to life with the strategic guidance of Primus Partners, whose expertise in developing sustainable digital solutions has been central to this success. Alongside other stakeholders, including technology and content partners, the platform’s development reflects a seamless blend of innovation, cultural insight, and strategic execution.
With the launch of Waves OTT, Prasar Bharati has not only entered the competitive OTT space but has also redefined what a public broadcaster can achieve in the digital era. The platform’s unique offerings and strategic partnerships mark a new chapter in India’s digital journey, paving the way for a more connected and empowered future. Primus Partners’ role in this transformative endeavor further highlights the impact of visionary public-private collaborations in achieving national milestones.
