Prasar Bharati seeks global telco partners to monetise WAVES OTT, targets Indian diaspora

Prasar Bharati seeks global telco partners to monetise WAVES OTT, targets Indian diaspora

The public broadcaster has outlined plans to appoint one or more partners for the international distribution and monetisation of WAVES

Prasar Bharati is looking to expand the international footprint of its WAVES OTT platform through telecom operator partnerships, carrier billing and bundled entertainment offerings, seeking a strategic distribution partner to turn its public broadcasting content library into a commercially viable digital offering for the Indian diaspora across global markets.

In an Expression of Interest (EOI) document, the public broadcaster has outlined plans to appoint one or more partners for the international distribution and monetisation of WAVES, with a focus on markets with significant Indian-origin populations, including the Gulf Cooperation Council (GCC) countries, the UK, the US, Canada, Australia, Southeast Asia and parts of Africa. The proposed engagement will run for two years, with an option to extend it by another year.

The key shift is Prasar Bharati's emphasis on telecom operators as the primary engine of international subscriber acquisition, rather than relying largely on organic downloads through app stores. The broadcaster wants a partner with existing commercial relationships with overseas telecom operators that can negotiate distribution agreements, integrate carrier billing, secure promotional visibility and build revenue streams for WAVES in international markets.

The EOI envisages a revenue-sharing arrangement, with applicants required to outline indicative commercial models, partner commissions, cost responsibilities and the feasibility of minimum guarantees. The final commercial framework will be determined at the subsequent Request for Proposal (RFP) stage.

The document does not specify a revenue target, a minimum guarantee or a final revenue-sharing percentage. It also does not commit Prasar Bharati to awarding a contract following the EOI process.

Prasar Bharati's proposed strategy reflects an effort to address the distribution challenge facing an OTT platform seeking to establish itself beyond its home market. While app-store availability can make a service accessible internationally, the EOI identifies telecom operator ecosystems as a route to broader consumer reach through bundled subscriptions, direct billing and operator-led marketing.

The proposed partner will be expected to identify and negotiate agreements with mobile network operators in target markets, manage ongoing commercial relationships and explore opportunities with mobile virtual network operators (MVNOs) and internet service providers (ISPs).

Carrier billing is a central element of the proposed model. It would allow subscribers to pay for WAVES through their mobile phone bills, potentially reducing the friction associated with international payment methods. Operator bundling could also allow the platform to be offered as part of existing data or entertainment packages.

The EOI calls for partners to explore multiple monetisation routes, including direct subscriptions, advertising-supported offerings and hybrid models, depending on market conditions and affordability.

The broadcaster has also asked applicants to provide details of their existing and potential operator relationships, the status of commercial discussions and the types of partnership structures they have executed in comparable markets.

This emphasis on established distribution relationships is reflected in the evaluation framework. Existing international telecom operator and content distribution partnerships carry 20 marks out of a total of 100, the highest weighting among the listed evaluation parameters.

International OTT and digital distribution experience carries 15 marks, as does the scale of an applicant's existing OTT platform or monthly active users. International market presence accounts for 10 marks, while white-labelled OTT deployments, the proposed business model, the rollout strategy and the strength of the management team are also assessed.

Applicants must secure a minimum score of 70 to be considered for shortlisting. If fewer than five applicants meet the qualifying threshold, Prasar Bharati may consider shortlisting the top five, subject to the quality and responsiveness of the proposals.

More than 32 million people of Indian origin form target audience

The EOI estimates that more than 32 million people of Indian origin live outside India and identifies the diaspora as the platform's principal international audience.

Prasar Bharati's stated ambition is to position WAVES as a digital destination for audiences seeking Indian news, regional entertainment, cultural programming, films, live events and sports. The platform draws on the public broadcaster's content library, including programming associated with Doordarshan.

The document identifies the GCC, the UK, Southeast Asia, East Africa, North America and Australia among the markets that could offer opportunities for expansion. It also lists countries such as Singapore, Malaysia, Kenya, Tanzania and Fiji as potential targets, alongside other Indian Ocean nations.

The proposed rollout could take place in phases, with the GCC, the UK and Southeast Asia considered for an initial phase, followed by North America, Australia and other regions.

The EOI frames the initiative as both a commercial opportunity and a means of extending India's cultural reach overseas. It argues that diaspora audiences have historically relied, in part, on fragmented digital channels, pirated streams and grey-market direct-to-home services to access Indian content.

The proposed international distribution arrangement is intended to provide a formal digital route for accessing this content, although the document does not quantify the size of the addressable paid-subscriber market or disclose existing international subscriber numbers for WAVES.

Partner to handle billing, marketing and local compliance

The proposed arrangement extends beyond securing distribution agreements. The selected partner will be expected to manage several aspects of WAVES' international commercial operations, including app-store distribution, localisation, technical integration, marketing, subscriber acquisition and performance reporting.

This includes maintaining the platform's presence on the Google Play Store and Apple App Store in the markets covered by the partnership, optimising local app listings and coordinating with Prasar Bharati on updates and feature rollouts.

On the technology side, the partner will be expected to facilitate application programming interface integrations, single sign-on frameworks, carrier billing middleware and analytics systems. It will also have to coordinate with the broadcaster on content delivery infrastructure and streaming quality.

Local regulatory compliance will form another part of the assignment. The EOI requires the partner to address applicable data protection, consumer protection, intellectual property, taxation, telecom integration and broadcasting requirements in each country of operation.

Marketing responsibilities could include operator-led promotions, in-app placements, SMS campaigns, billing inserts, operator-store visibility and co-branded advertising. The partner will also be expected to develop diaspora-focused digital campaigns and community partnerships.

All marketing, branding and communication activities will remain subject to Prasar Bharati's brand guidelines and prior approval.

The broadcaster has proposed monthly reporting covering active subscribers, market-wise monthly active users, revenues generated and collected, the operator partnership pipeline, churn and marketing efficiency. Quarterly strategic reviews will assess market developments, competition and expansion opportunities.

The EOI also envisages performance benchmarks covering the number of operational telecom partnerships, subscriber acquisition and revenue generation. The detailed targets and review mechanisms will be established at the RFP or agreement stage.

The proposed model separates international distribution and monetisation from ownership of the underlying content.

Under the EOI, all content rights will remain exclusively with Prasar Bharati. The appointed partner will act as a distribution and monetisation facilitator and will not be permitted to sublicense, distribute or exploit content outside the WAVES platform without prior written approval.

The document also allows applicants to suggest alternative distribution channels, including connected television ecosystems, free ad-supported streaming television (FAST) platforms and super-app integrations. Such arrangements would require Prasar Bharati's explicit approval where they involve additional distribution formats.

This leaves room for the broadcaster to consider a wider distribution strategy beyond telecom operators, even as the EOI identifies telco partnerships as the principal route to international expansion.

The proposed partner may also be required to contribute to marketing, technology integration, localisation, operations and customer support. Applicants have been asked to outline how these costs could be divided between the partner and Prasar Bharati.

However, the EOI leaves the precise allocation of investment responsibilities open for discussion, with commercial inputs at this stage described as indicative and non-binding.

Eligibility criteria favour established distribution networks

The selection process is designed to assess both operational experience and the ability to secure international distribution.

Applicants must be legally registered entities in India and demonstrate relevant experience in international distribution, OTT services, telecom partnerships, digital content distribution or related businesses. At least one demonstrable assignment, partnership, deployment or commercial engagement relevant to the proposed work is mandatory.

The evaluation framework gives applicants with existing international telecom and content distribution partnerships a clear scoring advantage in that specific category. Companies will receive higher marks for a larger number of live commercial partnerships, while international presence and existing OTT user scale will also contribute to their scores.

Applicants must provide supporting evidence of their commercial engagements, market presence and platform scale. Prasar Bharati has reserved the right to verify the credentials submitted during the process.

The EOI is only the first stage of the procurement exercise. Participation is mandatory for consideration in the subsequent RFP, and only applicants shortlisted through this process will be eligible to participate if the RFP is issued. Prasar Bharati has indicated that the later selection process may use a Quality-cum-Cost Based Selection methodology, with detailed technical and financial evaluation parameters to be specified separately.

The document does not provide a fixed submission deadline or dates for the pre-bid meeting, shortlisting and RFP issuance. These are to be notified through the broadcaster's e-procurement portal.

For WAVES, the proposed partnership represents an attempt to combine a public broadcaster's content catalogue with the commercial reach and billing infrastructure of international telecom operators. Whether this translates into meaningful overseas subscriber growth and recurring revenues will depend on the final commercial terms, the strength of the distribution network and the platform's ability to compete for audience attention in established digital entertainment markets.