Prasar Bharati Set to Launch OTT Platform: Key Details Revealed

Prasar Bharati, India’s public service broadcaster, is gearing up to enter the competitive over-the-top (OTT) space with its own platform. This move marks a significant shift in how public broadcasting will deliver content to its audience, leveraging modern digital platforms to enhance accessibility and engagement. Initially scheduled for a July 2024 launch, the platform's release has been postponed, with the exact launch date yet to be confirmed. Here's a comprehensive look at what we know so far about Prasar Bharati's ambitious venture.

Delayed Launch and Integration Efforts

The anticipation surrounding Prasar Bharati's OTT platform grew when it was first reported to launch in July 2024. However, due to unspecified reasons, the launch has been delayed, and the new release date remains unannounced. Despite this setback, Prasar Bharati is actively working on the platform's development, with significant progress being made in various aspects of its functionality and content offerings.

Earlier this month, Prasar Bharati issued invitations for the integration of a diverse range of applications into its platform. These include not only OTT content but also gaming and educational apps, reflecting the broadcaster's intent to create a comprehensive digital ecosystem. By integrating such a wide array of applications, Prasar Bharati aims to cater to a broader audience, offering more than just traditional broadcasting content.

Onboarding Satellite TV Channels

In a strategic move to enhance the platform's content library, Prasar Bharati is also looking to onboard linear satellite TV channels. These channels, which will be available for streaming on the OTT platform, include national news and current affairs, general entertainment in both national and regional languages, and other genres. This addition is designed to attract a wide range of viewers by providing diverse content that appeals to different demographics and interests.

The integration of these channels will initially be for a period of one year, allowing Prasar Bharati to assess user feedback and market dynamics. Based on this evaluation, modifications may be made to the selection and availability of channels on the platform. This approach gives Prasar Bharati the flexibility to adapt its offerings in response to viewer preferences and industry trends.

Content Sourcing and Acquisition Strategy

A critical component of Prasar Bharati's OTT platform is its 'Content Sourcing Policy,' which applies to both linear channels and digital platforms. This policy outlines the procedures for sourcing and acquiring content, ensuring a steady stream of high-quality programming. Under this policy, Prasar Bharati has the option to commission new programs or enter partnerships with external producers to bring fresh and engaging content to its viewers.

The Content Sourcing Policy is designed to be adaptable, allowing Prasar Bharati to respond to emerging content trends and audience preferences. By fostering collaborations with content creators and producers, the broadcaster aims to build a diverse and dynamic content library that can compete with established OTT platforms.

Sports Rights and Exclusive Content

Recognizing the popularity of sports content, Prasar Bharati has established a Sports Rights Negotiation Committee (SRNC). This committee is tasked with bidding for and negotiating the rights to major sporting events, including cricket, hockey, and kabaddi. Securing these rights will enable Prasar Bharati to offer exclusive sports content on its OTT platform, which is expected to be a significant draw for sports enthusiasts.

By focusing on acquiring sports rights, Prasar Bharati is positioning its OTT platform as a destination for live sports coverage, which could set it apart from other public and private broadcasting platforms. The inclusion of live sports content is likely to attract a dedicated audience, enhancing the platform's appeal and market presence.

Revenue-Sharing Model

Prasar Bharati's OTT platform will operate on a revenue-sharing basis, a model designed to incentivize content providers and ensure the platform's financial sustainability. According to this model, content providers will receive 65% of the net revenue generated from subscription or transaction-backed content, while Prasar Bharati will retain the remaining 35%. This arrangement is intended to create a mutually beneficial relationship between Prasar Bharati and its content partners, encouraging the delivery of high-quality content.

The same revenue-sharing model will apply to the satellite channels onboarded to the platform. This consistency in revenue distribution across different types of content ensures fairness and transparency, making the platform an attractive proposition for potential content providers.

Advertisement Management and Revenue Distribution

Advertisements will play a crucial role in the revenue model of Prasar Bharati's OTT platform. Prasar Bharati will be responsible for managing the advertisements displayed on the platform, ensuring that ad content aligns with the platform's standards and audience expectations. In cases where ad inventory remains unsold, the revenue from these ads will be shared between Prasar Bharati and the broadcaster on a 65:35 basis, mirroring the revenue-sharing model for content.

This approach to ad management not only helps monetize the platform effectively but also provides broadcasters with a stake in the platform's success, further incentivizing them to contribute high-quality content.

Future Prospects and Conclusion

As Prasar Bharati prepares to launch its OTT platform, the broadcaster is laying the groundwork for a significant expansion of its digital presence. With a focus on integrating diverse applications, onboarding satellite channels, acquiring sports rights, and implementing a robust revenue-sharing model, Prasar Bharati is positioning its platform to compete in the crowded OTT market.

While the exact launch date remains uncertain, the ongoing developments suggest that Prasar Bharati is committed to delivering a well-rounded and competitive OTT platform. As more details emerge and the platform moves closer to its official launch, it is poised to become a key player in India's digital broadcasting landscape.