DTH
STB import duty doubled to 20%
NEW DELHI: In a fresh bid to boost domestic production under the Make in India project, the Indian government has increased the import duty on set-top boxes (STBs) to 20 per cent, including a host of other electronic items such as TVs sets and smartphones.
The duty hike from 10 per cent could impact the ongoing digitisation of TV services in India. Experts and stakeholders in the country’s broadcast and cable industry are still assessing the directive, including the fact whether the move is aimed at arresting imports from China.
A ministry of finance notification dated 14 December 2017 stated the federal government was “satisfied” that the import duty on certain goods, including electronics, should be increased as “circumstances exist” that render it “necessary to take immediate action”.
Though officially over, India’s digitisation of TV services is still a work in progress with many big MSOs admitting in private that the last and fourth phase is still far from over.
A cable industry source highlighted that India’s DTH operators annually import about 10 million STBs, while an additional 20 million boxes approximately would still be needed to fully cover areas falling under phase IV of digitisation.
While many India companies, including big companies like the Hero group, are manufacturing and/or assembling STBs in India, the supply, according to industry sources, isn’t enough to meet the demand. It is also expected that whenever the next round of survey is undertaken, the total number of TV homes in India would increase much beyond the figure of 183 million (as indicated by BARC India).
Will this increase in import duty also up the cost of STBs for consumers via a mixed business model of rentals and outright purchase of the product? It’s still not clear.
An industry source, however, said whether this government move would give a fillip to domestic manufacturing is not yet known. Most Indian DTH operators have already started importing STBs from countries like Thailand and Vietnam to take advantage of an ASEAN (Association of Southeast Asian Nations) trade pact, which is aimed at lowering trade barriers and help economic growth in general.
STBs can be now imported by Indian companies from ASEAN countries at very low tax rate that is in the range of 2-3 per cent, the source elaborated.
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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.
