Imagine an OTT platform struggling to stay relevant, now turning to Hindi news channels for a lifeline. That’s exactly what’s happening with Waves OTT, the government-owned streaming service, which is now inviting Hindi-language news and current affairs channels to join. But will this move actually save the platform, or is it just another desperate attempt to stay afloat?
On paper, the deal seems fair. News channels get 65% of the ad revenue, while Prasar Bharati takes 35%. The channels must provide an SCTE-35 ad marker-enabled feed, making ad insertion more precise. The idea is simple: more news content means more viewers, and more viewers mean more advertisers. But does anyone really believe that news alone can make an OTT platform successful.
The truth is, Waves OTT has struggled to make a mark in the highly competitive streaming space. Unlike platforms that offer gripping dramas, blockbuster movies, and engaging reality shows, Waves OTT is now leaning on news—something people can already access for free on YouTube, television, and social media. Why would viewers choose Waves OTT over these well-established sources?
Another major issue is how advertisements will be handled. Prasar Bharati will insert ads, and if they can’t fill the slots, government promotions will take their place. This raises concerns about control over content. Will audiences actually get news, or just a steady stream of government-endorsed messages?
There’s also the bigger question—are people even tuning into OTT platforms for news? Streaming services thrive on entertainment. News is fast, urgent, and disposable. OTT platforms, on the other hand, are built for long-form content that people can binge-watch. Expecting news channels to rescue Waves OTT feels like trying to fix a sinking ship with a patch of duct tape.
At the end of the day, this move might bring some stability to Waves OTT, but it’s not a long-term solution. Viewers aren’t looking for another news platform—they’re looking for compelling content that makes an OTT service worth subscribing to. And until Waves OTT figures that out, no number of Hindi news channels will be enough to keep it relevant
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