Prasar Bharati’s decision to invite satellite TV channels to stream on WAVES feels like a return to a strategy that once helped platforms like ZEE5 and Hotstar build their early audience base. Those services grew quickly by bringing familiar TV channels to their apps, giving viewers an easy reason to try OTT for the first time. WAVES is now aiming for the same bridge between television habits and digital viewing.
The new call for applications is clear about who can join. Only licensed satellite channels with proper permissions from the Ministry of Information and Broadcasting can take part. They must send a clean feed with SCTE 35 markers so that ad breaks can be identified accurately. This allows Prasar Bharati to insert ads into the stream, while any leftover ad time is filled with promos for both sides. The revenue model also stays simple. The broadcaster receives 65 percent of the net revenue while Prasar Bharati keeps 35 percent after basic costs are removed.
The selection system is rooted in DAVP rate cards. Channels with higher rates in each category are ranked above others, whether they belong to news, movies, GEC, music or any other segment. Broadcasters also need to prove their genre and language clearly to avoid rejection.
By inviting TV channels with structured rules, WAVES is trying to bring in viewers who still rely on traditional television. This approach worked for earlier platforms because it gave audiences comfort and familiarity while slowly pulling them into a digital habit. If successful, WAVES could grow its reach in the same way, using trusted TV content as its entry point.