Public broadcaster Prasar Bharati (PB) has introduced a Pay-Per-View (PPV) Content Sourcing Policy aimed at enhancing the appeal and quality of its OTT streaming service, WAVES OTT.
The policy’s initial framework focuses on compensating creators based on validated views, meaning a user must watch at least 30% of a film or episode for the view to count. This system is designed to be transparent and to directly link payment to genuine audience engagement.
The policy has been introduced to attract independent filmmakers, digital creators, production houses, and artists, enabling PB to strengthen its competitive edge and expand its content library within the Indian OTT market. It also aims to build a data-driven content ecosystem grounded in performance metrics.
The pilot phase will remain in effect until March 2026, with all content available free to viewers during this period. Instead of charging subscriptions, PB will remunerate producers based on the number of validated views their content receives.
Launched in November last year, the WAVES streaming service offers a wide range of on-demand and live content across genres and Indian languages. Nearing its first anniversary, the platform is now implementing the PPV model to encourage more exclusive, high-quality content that reflects India’s regional diversity.
The program’s sustained performance will be overseen by an evaluation committee, which will conduct monthly reviews of financial metrics, audience trends, and content analytics. Its goal is to assess cost-per-view efficiency and content diversity, ultimately providing formal recommendations to refine policies, adjust payment rates, and make structural improvements ahead of a permanent rollout.
The PPV model also brings several advantages, including technical quality checks, rights verification, and legal vetting, ensuring that while content sourcing remains broad, the final product meets industry standards and legal compliance requirements.
Moreover, by keeping content free during the pilot phase, PB can potentially maximize viewership, attract a larger audience to WAVES, and gather valuable insights into audience preferences and engagement, a key step toward long-term sustainability. Stay tuned for more updates.
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