DTH
‘TOI’ ties up with Tata Sky for marketing in Delhi
NEW DELHI: While the long awaited JV between Hindustan Times and Times of India may not have surprised anyone, another marketing exercise by TOI could: it is a so-far unannounced tie-up between TOI and Tata Sky for the marketing of its DTH service in Delhi-NCR.
The deal is that Tata Sky is going to sell and collect the monthly subscription fees from their customers through the circulation department of TOI, now termed as Report and Market Development, or RMD department.
Sources in TOI refused to comment. But while it is being said that a deal was signed earlier this month, Tata Sky CEO Vikram Kaushik told indiantelevision.com: “There is a lot of discussion with not just TOI but beyond that also, but nothing has been finalised as yet.”
Tata Sky has been running a business module so far that involves selling its dishes and STBs through shops selling mobile phones and electronics equipment, especially TV sets. But that does not seem enough.
They receive a large volume of orders and requests over the telephones which operate through BPOs. “If they have to land their own sellers to service all the new demands, it will be hugely costly and eat into their slender margins of selling boxes, especially due to the competition,” a source told indiantelevision.com, adding that each box is a one-time sale only.
Which is why, Tata Sky, these sources reveal, has said that TOI’s newspaper vendors can be used to get feedback from those who called. The plan is that since TOI has a massive network of newspaper sellers, they could be coordinated through the paper’s RMD people. “The callers’ addresses are going to be passed on to the vendors who would make actual contact with the interested persons, thus saving Tata Sky the effort, time and cost.
Similarly, Tata Sky has reportedly told the paper’s bosses that it alone has 200,000 DTH homes in the entire Delhi-NCR region, a lot of them being in the group housing societies in outlying areas of the NCR, like Gurgaon, Rohini, Ghaziabad and so forth.
Tata Sky has proposed that the vendors also be used to collect the monthly charges for the card, which is a prepaid one.
“They wanted to avoid the ‘cablewallah’ experience, where the cable operator’s grounds-man comes for the monthly rental and is sent back to come on another day. In any case, just as in the case of first-contact before a person buys a Tata Sky set, for collecting the monthly charges as well, the same inexpensive network of unskilled newspaper vending staff could be used.
In fact, Tata Sky has convinced TOI that even if a fraction of the total monthly charge for each card is retained by TOI as collection fee, that is a substantial amount per month with Tata Sky having 200,000 users and the number growing. The system would be smooth and make business sense to both the paper and the DTH operator.
It is not clear that this system would be tried in the other cities where TOI is read. It is believed that even in places where there is no TOI edition, but the company has bought other local papers, this system could be tried later.
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.
