Prasar Bharati invites agencies to advertise on WAVES OTT platform

Prasar Bharati has issued a notice inviting advertising agencies empaneled with the Directorate of Advertising and Visual Policy (DAVP) to advertise on its OTT platform WAVES. The notice offers a 20% discount on the total business brought by each agency.

The circular emphasizes the opportunity for agencies to reach a diverse audience through innovative digital advertising solutions on WAVES. However, agencies are responsible for selecting and planning their own ad-serving arrangements, including covering the costs associated with ad servers and all technical integration costs.

Prasar Bharati will examine the technical feasibility of integrating each agency's ad server to ensure compatibility with its existing infrastructure.
Launched at IFFI in November, the family-friendly WAVES platform is available on Android, iOS, and as a website. It has already surpassed one million downloads within a month of its launch.

WAVES offers a diverse range of content, including movies, TV shows, games, and live events. The platform supports up to 10 million concurrent users with scalability to 100 million and features content in SD, HD, and 4K.
Future plans include integrated gaming for kids and online shopping through the Open Network for Digital Commerce (ONDC).