DTH
PayMate partners OnMobile to allow consumers to pay bills via mobile phones
MUMBAI: In the era of digital services the mobile phone can well be referred as man’s best friend for the umpteen tasks it performs. Extending the benefits of this little gadget, mobile commerce solutions company PayMate has recently partnered with OnMobile, a value added services provider, to allow consumers to pay bills via mobile for services available on OnMobile powered voice portals and WAP sites such as Hutch, Airtel, Idea, Reliance, Tata, Fame Cinemas, Adlabs Multiplexes and the 505 platform.
Paymate customers will be able to pay via mobile while shopping, gifting, movie ticketing, airline ticketing and making bill payments on OnMobile powered WAP sites or voice portals. A user selects a product and proceeds to the payment menu wherein PayMate is offered as a mode of payment. The user then has to enter his PayMate PIN and complete the payment process. The user receives an SMS confirming the successful purchase of the product, states an official release.
“PayMate is extremely convenient, easy to use and compatible across all mobile handsets and operators. Most merchants have difficulty in accepting remote payments since customers are apprehensive about sharing credit/ debit card details online or over the phone. This makes PayMate an ideal solution for accepting payments online, over the phone or even at a counter since customers do not have to divulge any credit or debit card details at any time.” says PayMate founder & MD Ajay Adiseshann.
“OnMobile has enabled Paymate to offer its innovative and secure payment service via OnMobile IVR and WAP products to more than 100 million telecom subscribers in India. We will continue to offer more payment options for telecom subscribers” says OnMobile head-mobile commerce Balachandran Unni.
The company is also in the process of tying up with several offline merchants such as telco’s, utilities, insurance companies, cable and broadband services, tele-shopping etc and will be announcing its tie-ups in a phased manner, adds the release.
PayMate is currently being offered to Citibank bank credit card and banking customers and will roll out services with other banks shortly. To use PayMate, Citibank customers need to sign up for this service free with the bank by simply sending “PayMate” as an SMS to 2484. The customer will then be called and registered for the service following which they can pay at any of PayMate’s accredited merchants via a single SMS.
On receiving this SMS, the bank will verify the user’s mobile number with the account and on confirmation will debit the account accordingly. The merchant and the customer will receive a confirmation message from the bank approving the transaction. The entire transaction takes place at the cost of a single premium SMS.
The company ensures a secure payment solution as no credit/debit card information is ever disclosed during the transaction process. The trust model is based on the recommendations by Ernst & Young; which provides the security measures for both the bank as well as the customer.
PayMate is accepted at over 2500 online portals including travel, astrology, electronics, education, jobs, NGOs, apparels, matrimony, entertainment and healthcare etc. PayMate has also announced its tie-ups with Tele-brands, Big Tree (cinema ticketing), Mumbai Gold Cabs, Planet M, CRS Health, Seijo and the Soul Dish, VSNL, Future Bazaar among others.
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.
