OTT Platform That No One Asked For!

Prasar Bharati is an Indian Government-owned public broadcasting, headquartered in New Delhi. It is gearing up to launch its Over-The-Top (OTT) platform and is seeking a multi-media agency through e-tenders for marketing and PR activities. The estimated cost of the tender is Rs 20 crore, with bids opening on December 22, 2023.

The OTT platform will showcase content from Doordarshan, with a minimum sales guarantee of Rs 5 crore for the inaugural year.

After the advent of Satellite channels, Doordarshan slowly lost its viewership and started becoming irrelevant. There were no takers for those old-fashioned serials and the telecast of two-year-old movies.

Now Doordarshan is venturing into OTT with the same kind of content which is not so lucrative to today’s audiences. People on social media are already labeling it as the most boring OTT platform ever and no one would pay their hard-earned money to subscribe to Doordarshan OTT and watch content that people are not even watching it for free.

But it would be better to wait and watch if the OTT platform streams some unique and interesting content unavailable on other platforms.

Prasar Bharati’s selection of a capable multi-media agency is crucial for a successful OTT platform launch, influencing the narrative and ensuring sustained audience engagement.

This move follows the Union Cabinet’s approval of a scheme exceeding Rs 2,500 crore for the modernization and expansion of All India Radio (AIR) and Doordarshan.