If you are a reader of Binged then you must already be aware that Prasar Bharati is preparing to launch its own OTT platform. But now the interesting part begins. It is causing concerns among private broadcasters and cable TV operators. They believe that the public broadcaster’s entry into the digital space may lead to unfair competition, as Prasar Bharati doesn’t have to follow the same strict regulations that private players do.
One key issue is that Prasar Bharati, being a government entity, can operate without the usual TRAI rules. This gives it more advantages over private broadcasters like Zee5, Sony LIV, and Jio-Cinema. Additionally, private broadcasters argue that Prasar Bharati’s ability to merge traditional TV content with its OTT platform could distort the market and harm their business. It is indeed true because Prasar Bharati won’t only be an OTT platform but also an amalgamation of TV and OTT.
Broadcasters are pushing for clearer guidelines, especially since the current rules governing satellite TV do not fully apply to digital platforms like OTT. They fear Prasar Bharati could dominate by offering free content initially, attracting a large audience and potentially disrupting the business models of paid streaming services. But it doesn’t really fit well.
Private companies have started lobbying, they have all the rights to do so. But, Prasar Bharati can’t really defeat or disrupt the existing market to a great extent. Because, the content may not be interesting or tempting enough.
The launch of Prasar Bharati’s OTT is expected to increase competition, especially in rural and regional markets where it can offer culturally rich content in local languages.
The platform could also impact sports broadcasting, with some fearing that Prasar Bharati could use its influence to access events like World Cup and Olympics.
In short, private broadcasters and cable operators are concerned that Prasar Bharati’s OTT platform might shake up the market. Let’s see what happens.