India’s state-owned public service broadcaster, Prasar Bharati, is inviting bids and seeking industry feedback for its Project Management Unit (PMU) to support its Waves over-the-top (OTT) platform, which was launched in November 2024. The broadcaster aims to position Waves OTT as the “most preferred digital platform of the nation” among global players.
The Project Management Unit is expected to offer comprehensive strategies along with operational and analytical support across departments such as content, technology, marketing, user acquisition, distribution, and revenue.
The Ministry of Information and Broadcasting (MIB) is accepting feedback and quotations by September 30, 2025, via email at [email protected]
or [email protected].
Recently, Prasar Bharati also published its draft Content Syndication Policy, which seeks to monetise its programming content by syndicating it to satellite TV channels, digital platforms, and OTT platforms, and is seeking industry feedback for review.
What is Waves OTT aiming for?
Currently, the bidding document claims that Waves OTT has 2.3 million registered users with over 3.8 million downloads. By comparison, India’s biggest OTT platform, Jio Hotstar, had 503 million active users in the last month of the previous financial year. Through this PMU, Prasar Bharati aims to attract over 10 million registered users within the first year, maintain at least 70% monthly active users, attract new users through referral-based acquisition models, and retain users with personalised content delivery.
The platform also aims to grow advertising revenue fivefold in the first year and ensure operational and financial sustainability over the next two years through AVOD (Advertising Video on Demand), SVOD (Subscription Video on Demand), syndication, and partnerships. Additionally, all new content is expected to meet 80% of established benchmarks.
What are the core functions of the Project Management Unit?
The PMU that Prasar Bharati is planning to build includes a holistic platform for its end-to-end operations, including content and user acquisition, as well as deploying data analysis for marketing purposes. The list below details the expected functionalities:
Content Strategy & Advisory:
The PMU will assess content proposals for OTT relevance, compliance, and audience engagement, curate monthly content calendars based on analytics and trends, recommend onboarding models such as co-productions, revenue-sharing, and licensing, and identify content gaps by genre, language, and demographic. The unit will also review post-launch performance, suggest optimisations, and study global best practices for curation, genre diversification, and metadata standards.
Distribution, Alliances & Monetisation:
The PMU will identify potential partnerships for app bundling, telecom alliances, and smart TV integration, shape monetisation strategies (SVOD, AVOD, freemium, and hybrid models), support…
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