Film Production
Prasar Bharati’s bold OTT leap with Adhikari Brothers
MUMBAI: Have you ever wondered what happens when two iconic Indian media powerhouses join forces? The answer is an unprecedented expansion of content horizons, blending tradition with innovation.
Prasar Bharati, India’s revered public broadcaster, has unveiled a landmark strategic alliance with Sri Adhikari Brothers Digital Network Pvt. Ltd., promising to redefine the country’s entertainment landscape. This partnership aims to bring premium and diverse content from Sri Adhikari Brothers to Prasar Bharati’s Waves OTT platform and linear television channels, ensuring something for every viewer.
This collaboration symbolises a reunion of historic allies, rooted in shared values and a deep commitment to quality entertainment. Under the agreement, Mastiii, Dabangg, and Maiboli, Sri Adhikari Brothers’ popular channels, will now be accessible on Waves, enriching its library with vibrant, family-friendly, and youth-centric programming.
Sri Adhikari Brothers Network chairman emeritus, Markand Adhikari reminisced, “Gautam (my brother) and I started our career with Doordarshan, and whatever Adhikari Brothers is today is because of the massive reach of Doordarshan. We feel like it’s a homecoming, and I am confident that, once again, we will provide quality entertainment for our audiences. We are proud of our legacy with Doordarshan.”
The partnership extends beyond content distribution, focusing on co-developing fresh, innovative programming to cater to contemporary audiences. With an eye on culturally rich and socially relevant content, this alliance aims to bridge generational gaps while embracing digital advancements.
What does this mean for viewers? Waves will become the go-to destination for diverse entertainment, boasting the best of regional hits, family dramas, and youth-focused shows. The inclusion of Mastiii, Dabangg, and Maiboli strengthens the platform’s appeal, making it a versatile hub for modern-day audiences.
Sri Adhikari Brothers MD Kailasnath Adhikari expressed his excitement, “I have grown up watching Doordarshan and I call it my home. We are filled with nothing but pride and will always put our best foot forward to carry on this association for times to come.”
What’s next?
This collaboration is more than a content-sharing deal—it is a step forward in enriching India’s entertainment ecosystem. By blending Prasar Bharati’s 50+ years of broadcast legacy with Sri Adhikari Brothers’ modern approach, this alliance signals a promising era for both traditional and digital platforms.
Is this the beginning of a broader trend in Indian media partnerships? Only time will tell.
Film Production
Priyanka Kaur Dhillon joins SVF Entertainment as lead for music distribution
A seasoned content dealmaker with 16 years in digital and satellite media joins the Bengali entertainment powerhouse as it pushes into the pan-India music market
Mumbai: Priyanka Kaur Dhillon has made her move. The content acquisitions and commercials veteran, most recently commercial manager at Sony Pictures Networks India, has joined SVF Entertainment as lead for music distribution, stepping into one of the more interesting briefs in regional entertainment right now.
SVF is no ordinary regional label. Over 30 years it has built a formidable legacy in Bengali cinema and music, driven by culturally resonant storytelling and a catalogue that consistently punches above its weight. Its recent success with Chiraiya underlines the point. But the Kolkata-based powerhouse now has its sights firmly set beyond Bengal, most visibly through Legacy, a rap reality series produced in collaboration with hip-hop label Kalamkaar that signals a deliberate push into the pan-India music ecosystem.
Dhillon brings precisely the kind of muscle SVF needs for that expansion. At Sony Pictures Networks India, she led film acquisition and commercials and handled music licensing across the entire satellite network. Before that, she spent nearly 15 years at Hungama, rising to assistant general manager and leading strategic content licensing for the platform’s digital entertainment business, with a particular focus on international markets. Her label relationships span the full roster: Sony Music, Universal Music, Warner Music, Believe International, Tunecore, The Orchard and a clutch of smaller aggregators. She has negotiated and closed deals with Hollywood studios, Bollywood production houses and regional content players alike, building pricing models and deal structures off data analysis rather than instinct.
Announcing the appointment, Dhillon said she was “thrilled to begin this journey with an iconic Bengali music label and content powerhouse,” adding that SVF’s “constant drive to push boundaries” was what drew her to the role.
SVF has spent three decades proving that regional does not mean limited. With a sharp commercial operator now steering its music distribution, its bid to go national just got a good deal more serious.
