Prasar Bharati Opens OTT Platform to Public Content

WAVES will have to compete with YouTube's data-driven targeting, resulting in lower ad rates, smaller creator payouts

- Lata Jha

Prasar Bharati, India's public broadcaster, plans to allow user-generated content to be uploaded on its streaming app WAVES—just as YouTube does—to give users a wider selection of family-focused shows across genres such as sports, culture, general entertainment, and education.

Experts emphasized that this model, however, could face challenges when it comes to monetization and quality control. While large tech and support teams will be needed to monitor and approve what gets published, the platform must also adhere to broadcasting content codes to maintain its family-centric approach.

"The government has stated repeatedly that it wants to promote Indian technology and platforms. Even though there are international services available, there is a need for a platform tailored to our culture and social values for content creators," Gaurav Dwivedi, CEO of Prasar Bharati, said in an interview with Mint.