DTH
More clarifications sought from Tata-Star
NEW DELHI: It seems that the Tata-Star combine may have to wait for some more time before it can lay its hands on a letter of intent from the government, relating to a direct-to-home (DTH) television service that it proposes to start.
“Some gaps were found in the application and the government has sought more clarifications from them (Tata-Star), last week on those issues. The response is still awaited,” a senior information and broadcasting ministry official told indiantelevision.com today.
Asked about the nature of clarifications sought, the official indicated that they pertained to the ‘eligibility criterion’ for a DTH license, including ‘some more clarity’ on the equity pattern in the joint venture company.
In January this year, Tata Sons had announced formation of a joint venture with the Rupert Murdoch-controlled Star Group for launching a DTH platform in India. The Tata Group holds 80 per cent in the JV, which is envisaging building India’s largest digital television platform (estimated project cost: Rs 1.6 billion) and offering a range of channels with interactive features and services.
If cleared, Tata-Star’s Space TV would be the third KU-band DTH service provider in the country after Dish TV, 20 per cent owned by Zee, and Indian pubcaster Doordarshan’s DD Direct Plus that is yet to be formally launched.
Hong Kong-based research and analysis firm Media Partners Asia estimates that the Indian DTH market could grow at the rate of 15 per cent annually.
About a month back, I&B ministry had said that the Tata-Star application could be cleared by year-end, raising hopes in Star that the service could be started by March 2005, if not earlier.
The Space TV application has been cleared by most related Indian government agencies, including the home ministry, which looks into various security aspects of such ventures.
DTH
Prasar Bharati’s WAVES earns Rs 2.9 crore in first year
Platform scales content, users but monetisation gaps limit revenue growth.
MUMBAI: Big waves, small ripples at least for now. When Prasar Bharati launched its OTT platform WAVES at the 55th International Film Festival of India in November 2024, it pitched a bold vision: a homegrown rival to global and domestic streaming giants, blending video, audio, gaming and commerce into a single digital ecosystem. Five months into FY2024–25, however, the platform’s revenue stands at just Rs 2.90 crore, a figure that underscores the gap between ambition and monetisation.
On paper, WAVES looks anything but modest. The platform has ingested 13,608 titles, totalling 9,495 hours of content, with over 13,000 titles already live. It has streamed more than 575 live events from the Mahakumbh Amrit Snan and the 76th Republic Day parade to the Hockey India League, Kabaddi World Cup and Mann Ki Baat while offering 74 live TV channels and 12 radio channels. With over 10 lakh registered users and more than 200 content partners onboarded, the scale resembles that of a fully operational streaming service rather than a pilot project.
The architecture supporting this scale is equally robust. Built under Prasar Bharati’s Central Archives vertical, WAVES runs on a cloud-based infrastructure with DRM, encryption and an integrated analytics dashboard. It includes dedicated units for content ingestion, quality control, publishing, graphics, marketing and billing, and is distributed across platforms such as OTTplay, Tata Play and BSNL. The offering extends beyond video to include audio-on-demand, e-games and even e-commerce via ONDC integration.
Yet, the numbers reveal a core disconnect. Despite its scale, WAVES generated just Rs 2.90 crore in a market where India’s OTT industry crossed Rs 23,000 crore in 2024. A key bottleneck lies in monetisation infrastructure: subscriptions cannot currently be purchased within the app and must be completed via an external website. In a mobile-first country where over 95 per cent of OTT consumption happens on smartphones, this extra step creates friction that most users are unlikely to overcome.
Ironically, content is not the problem, it is the platform’s biggest strength. Prasar Bharati holds one of the world’s richest broadcast archives, including 45,154 hours of digitised Akashvani programming and 35,723 hours from Doordarshan. For WAVES alone, over 3,800 hours of archival content have been made OTT-ready, including classics such as Ramayan and Shaktimaan, alongside rare cultural recordings and historical broadcasts.
There are early signs that this library holds commercial potential. Revenue from archival content licensing rose sharply to Rs 3.38 crore in FY24, up from Rs 67 lakh the previous year. Meanwhile, free digital platforms continue to drive massive reach, the PB Archives Youtube channel clocked 119.78 million views and added 4,02,000 subscribers in FY2024–25, crossing 1.7 million in total, while DD News has over 5.84 million subscribers.
That, however, presents a strategic dilemma. While free distribution builds scale, it also conditions audiences to expect content at zero cost making it harder to transition to paid models. WAVES, designed as a hybrid AVOD-SVOD platform with advertising and subscription layers, is yet to fully crack this balance.
The broader challenge is not technological but strategic. In an ecosystem dominated by platforms offering seamless payments, aggressive pricing and high-budget originals, WAVES is still bridging the gap between being a content repository and a commercially viable product.
For now, the platform reflects both promise and paradox. It has the scale, the content and the infrastructure but until monetisation catches up, WAVES remains less a revenue engine and more a digital showcase of what India’s public broadcaster could become.
