Prasar Bharati is changing the way content creators work with its streaming platform, WAVES OTT. Under its new content policy, creators will not only have to make shows and videos, but also help bring viewers to the platform.
Anyone looking to publish content on WAVES will now need to submit a marketing plan along with their content proposal. This includes social media promotion, influencer partnerships, trailer launches and audience engagement activities. Creators will also be asked to share details about their followers, audience reach and their ability to encourage people to download and use the WAVES app.
The move reflects a growing trend in the streaming industry. Today, having good content is often not enough. Platforms want creators who already have loyal audiences and strong online presence. This reduces the platform’s dependence on expensive marketing campaigns.
For Prasar Bharati, the strategy could help WAVES grow faster and at a lower cost. Instead of spending heavily to attract viewers, the platform is asking creators to bring their own communities with them.
However, the change could make things harder for smaller creators. Many talented storytellers may not have large follower counts or the money needed for promotion. As a result, success may depend not only on the quality of content but also on the ability to attract attention online.
The message from Prasar Bharati is clear. In today’s streaming world, creators are expected to do more than create. They must also help build the audience.