DTH
PEMRA announces DTH licence bidders; Indian DTH eviction to continue
MUMBAI: The countdown has begun. Amidst protests from cable TV operators and even private broadcasters, the Pakistan Electronic Media Regulatory Authority (PEMRA) earlier this week announced the shortlist of 12 companies which will be participating in the bidding for the first direct to home service (DTH) licences auction which is scheduled to take place on
23 November. The Pakistan government is on a drive to evict Indian channels, DTH services and content from its shores following the border skirmishes between the two countries over the past few months.
Among the firms which have got into the shortlist include: Lahore-based firms Orient Electronics and Mag Entertainment, Islamabad-based companies Skyflix, Smartimes Communications, Sardar Builders, Smart Sky, Parus Media and Broadcast, Naya Tel, Maestro Media Distribution, Shahzad Sky, and HB DTH and Karachi-based IQ Communications. This was revealed by PEMRA chairman Absar Alam.
Alam told reporters that the auction of three licences would be held through open competitive bidding.
Alam appeared unwavering in his intent to completely eliminate all Indian DTH services from Pakistan. The authority has been urging its ministry of defence to take action against residential and housing societies which continue to use Indian DTH services.
He also emphatically stated that Indian content stands banned in Pakistan, and there was no going back on the decision.
“A lobby seems to be working for ending the ban on airing of Indian content and dramas on Pakistani channel,” he informed Pakistani media on Monday. “But they will be unsuccessful in their conspiracy,” he said.
Alam probably was also referring to the petition filed by the Pakistan Broadcasters Association’s (PBA’s) petition filed in Pakistani courts against the ban. Around a dozen broadcasters took PEMRA to court late last month for issuing an order banning Indian content completely from Pakistan’s general entertainment channels.
Also read:
Pakistan Broadcasters Association to oppose PEMRA Indian content ban
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.
