Indian government’s Prasar Bharati is inviting TV broadcasters to apply to stream their channels on its new over-the-top (OTT) platform, which will launch this month.
The application deadline is August 12, and only channels licensed by the Ministry of Information and Broadcasting (MIB) for distribution in India are eligible.
The OTT platform will feature family-friendly content that promotes Indian values and knowledge. Channels will be categorized into four groups: English news, Hindi news, non-news channels (general), and regional non-news channels.
Prasar Bharati has proposed a 65:35 revenue share model, where 65% of the revenue goes to the channel, and the remaining 35% is retained by the broadcaster.
Channels will need to sign an agreement within 15 days of receiving an allotment letter from Prasar Bharati.
Many OTT platforms, despite offering high-quality and unique content, are struggling to achieve profitability. The issue stems from the high subscription costs and limited interest from viewers, who often prefer subscribing to only a few top platforms.
In this context, launching a Doordarshan-affiliated OTT platform focused on family-friendly content that promotes Indian values and traditions faces significant challenges.
The current market dynamics suggest that such a platform might struggle to attract subscribers and could potentially result in financial losses for the Indian government.
Industry experts are concerned that there may be insufficient demand for this niche offering, especially given the existing competitive landscape of OTT services.
