When Prasar Bharati launched its OTT platform WAVES, the timing looked okayish. Streaming was booming, and audiences were hungry for fresh digital experiences. But the platform’s first steps were shaky. Instead of focusing on building a loyal community, it was weighed down by too many ads. The viewing experience felt cluttered, and users quickly lost patience. At the same time, WAVES made little effort to promote itself. Without the right buzz, it stayed invisible in a market where rivals were constantly shouting louder, grabbing attention, and building excitement.
The numbers told the same story. While the app managed more than 3.8 million downloads and 2.3 million sign-ups, the energy stopped there. Many of those users never returned, and the platform risked fading into the background before it had a chance to shine. It was a classic case of trying to monetize too early without laying the groundwork of trust and audience love.
Now things are finally changing. Prasar Bharati has issued a call for a Project Management Unit, a dedicated team to turn WAVES around. The idea is to shift focus from short-term advertising gains to a broader, smarter strategy. Instead of drowning viewers in ads, the platform will look at multiple revenue streams like subscriptions, syndication, and partnerships. Instead of being quiet in a noisy market, WAVES will invest in proper marketing, from influencer tie-ups to festival campaigns that make it part of cultural conversations.
Content will also see a reset. The new plan is to study audience behavior, track trends, and fill gaps in genres and languages. By doing this, WAVES can finally feel like a destination rather than just another app. The goal is 10 million registered users within a year, with most of them staying active month after month.
For the first time since its launch, WAVES seems ready to listen, adapt, and grow. After stumbling with a poor beginning, it is now setting itself up with the right foundation. The question is no longer whether it will fail but whether it can turn its hard lessons into lasting success.