Prasar Bharati’s OTT platform, WAVES OTT, has announced a partnership with CloudTV, India’s first-ever homegrown Smart TV operating system. This step has been taken to promote the country’s public service broadcasting content to connected TV viewers nationwide. This is indeed a significant move, as it provides substantial benefits to WAVES OTT in terms of distribution, reach, and monetization.
The most immediate and notable benefit is gaining access to CloudTV’s existing user base of over 12 million across several popular Smart TV brands, including Lloyd, Intex, Micromax, Croma, Sansui, Hyundai, and T-Series.
Moreover, this partnership seamlessly integrates WAVES into the Smart TV ecosystem, making its content, including live TV and radio, easily accessible to a wider, mass audience with just the WAVES logo on their CloudTV home screen.
This collaboration will also allow CloudTV’s massive user base to access WAVES OTT’s extensive content library, which houses programming in more than 20 languages across various genres, including cultural events, music, entertainment, and news. The platform even blends new digital originals with archival content from Akashvani and Doordarshan.
This development further positions WAVES OTT as a much more attractive platform for major advertisers. A larger, more diverse, and more engaged audience on the big screen directly boosts the platform’s potential for ad-supported video-on-demand (AVOD) revenue.
As a public service platform, WAVES’ mission is to make India’s cultural richness universally accessible. The partnership aligns perfectly with this vision by leveraging CloudTV’s wide reach, especially in middle India and across regional markets, allowing more citizens to engage with India’s culture, knowledge, and entertainment seamlessly. Stay tuned for more updates.
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