The OTT world is changing fast. With the arrival of ads, filters and so many new things, it was bound to happen.
So, what is happening now?
There is a new experiment on the way. You can shop while streaming. Yeah, it looks kinda weird and unnecessary but it is true.
And guess which OTT platform is leading the way in this?
Of course, Waves by Prasar Bharati.
The platform has partnered with another government company called Protean eGov Technologies Limited. It will bring ONDC Compliant eCommerce feature on Waves that would allow users to shop for their favourite things.
But who asked for it?
We are pretty sure that common users of streaming services never wanted to shop while streaming. Shopping is a different thing that you do out of desire or need.
On the other hand, Streaming is for the relaxed watching of any film or series. Blending two entirely different moods is most certainly a bad idea and it will help in nothing except annoying its users.