Prasar Bharati launched its much-anticipated app, WAVES touted as a strategic leap for India’s national broadcaster

In a vibrant ceremony during the 55th International Film Festival of India (IFFI) in Goa, Prasar Bharati unveiled its long-awaited app, WAVES. Marking a strategic step forward for India’s national broadcaster, the launch was graced by Goa Chief Minister Pramod Sawant.

However, the event’s significance was overshadowed by the absence of central ministers, drawing criticism that this oversight represented a missed public relations opportunity.

A Shift from OTT to App: A Branding Challenge

Originally envisioned as an OTT platform, WAVES has undergone a rebranding as an app. This shift has sparked speculation that the change may be linked to limited new content. Critics have argued that the current branding does little to leverage Doordarshan’s rich legacy, potentially alienating audiences, particularly in rural areas where Doordarshan’s identity is deeply entrenched.

 Many users remain unclear about the relationship between Prasar Bharati and Doordarshan, adding to the confusion about accessing the app.

Delays and Controversies

The WAVES launch comes after multiple postponements, with its original debut planned for August 15. These delays have raised questions about Prasar Bharati’s preparedness to compete in the fast-paced digital media environment. Observers have highlighted internal issues, including allegations of favouritism and mismanagement. Notably, the consultancy hired to guide WAVES has faced criticism for lacking expertise in the OTT domain and allegedly sidelining experienced officials in key roles.

Adding to these challenges are unresolved trademark issues surrounding the name “WAVES,” which could further complicate the app’s rollout. Private broadcasters, wary of potential regulatory challenges, have shown reluctance to collaborate with the platform, dampening its industry reception.

Content and Vision

Despite the hurdles, WAVES aims to differentiate itself in the competitive Indian media landscape. Offering over 65 live channels and content in 12+ languages, the app seeks to combine nostalgia with fresh appeal.

Iconic Doordarshan programmes like ‘Ramayan’ and ‘Mahabharat’ are set to feature alongside new productions such as ‘Fauji 2.0.’ WAVES also plans to support emerging talent by showcasing student films and works by National Creator Awardees.

Operating on a revenue-sharing model, WAVES aspires to empower creators while ensuring the protection of intellectual property. However, standing out against global giants like Netflix and Amazon Prime Video, known for their vast libraries and advanced technology, presents a formidable challenge.

The Road Ahead

The launch of WAVES is a critical juncture for Prasar Bharati, offering a chance to redefine public broadcasting in the digital era. However, success will hinge on resolving internal discord, addressing operational concerns, and crafting a user experience that resonates with audiences. While the launch at IFFI has created a momentary buzz, sustaining momentum will require robust strategies, consistent content quality, and a clear brand identity.

As WAVES ventures into the competitive digital media space, its journey will be closely watched. For Prasar Bharati, the app represents both a bold opportunity and a test of its capacity to adapt and thrive in an evolving media ecosystem.

(The writer is a journalist; views are personal)