DTH
Sun Direct adds Sun NXT free with DTH subscription
MUMBAI: Sun Direct is finding ways to hold on to its subscriber base amidst the hordes of consolidation and shutdowns happening in the industry. Strengthening its hold in the South, which forms the largest chunk of its territory, it has announced a free membership of its video-on-demand (VOD) platform Sun NXT for active Cinema Plus, Mega Pack and World Pack subscribers.
The subscription-based VOD platform offers three plans–monthly for Rs 50, quarterly for Rs 130 and annually for Rs 490. The first 30 days constitute the free trial period after which the payment kicks in. Offline download and viewing are available in the app as well.
Sun TV Network’s Sun NXT, which was launched in mid 2017, offers over 50,000 hours of live TV content, movies, originals, kid’s content, music across four South Indian languages–Tamil, Telugu, Kannada and Malayalam. It also streams movies from Kollywood, Tollywood, Mollywood and Sandalwood.
Sun NXT being a screen-agnostic platform is also available on Smart TVs and streaming devices like Amazon Fire TV, Google Chromecast, Apple TV etc.
Sun Direct has six packs, which include Mega Pack with 204+ channels, Tamil Super Value with 179+ channels, Tamil Cinema + Sports with 174+ sports, Tamil World Pack with 172+ channels, Tamil Value with 128+ channels and Tamil Economy Pack with 82+ channels, for one month, three months, six months and twelve months. Sun Direct packages start from Rs 1499 (Tamil Economy Pack for 96 months) and go up to Rs 5290 (Mega Pack for 12 months).
Also Read: Regional viewers ‘catch-up’ Sun TV’s new VoD
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.
