Prasar Bharati and Adhikari Brothers join hands for OTT and broadcast collaboration

Prasar Bharati has partnered with Sri Adhikari Brothers Digital Network Pvt. Ltd. to expand its content offering on the Waves OTT platform and its linear television channels. The collaboration brings a mix of traditional and modern programming, aiming to cater to a wide range of audiences.

This partnership marks a return to roots for the Adhikari Brothers, who started their media journey with Doordarshan, Prasar Bharati’s predecessor. 

Reflecting on the collaboration, Markand Adhikari, Chairman Emeritus of Sri Adhikari Brothers, said, “Gautam (my brother) and I began our careers with Doordarshan. Whatever Adhikari Brothers is today is because of its massive reach. This feels like a homecoming, and we are confident about delivering quality entertainment once again.”

As part of the agreement, popular channels such as Mastiii, Dabangg, and Maiboli will now feature on Waves, adding regional hits, family dramas, and youth-oriented programming to its library. The partnership also includes plans to co-develop innovative shows that align with current audience preferences while preserving cultural and social relevance.

Kailasnath Adhikari, Managing Director of Sri Adhikari Brothers, expressed pride in the collaboration, stating, “Doordarshan has always been home for us. We are committed to making this association a success and bringing meaningful content to audiences.”

The partnership blends Prasar Bharati’s decades of broadcasting experience with the Adhikari Brothers’ expertise in contemporary content creation, aiming to enhance both traditional and digital platforms. By embracing innovation while respecting legacy, the alliance seeks to bridge generational gaps in entertainment.

This collaboration sets a precedent for partnerships between legacy broadcasters and modern content creators in India. As the industry evolves, such alliances could shape the future of media consumption by combining reach, innovation, and diverse content strategies.

The inclusion of Sri Adhikari Brothers’ channels on Waves is expected to boost the platform’s audience base, making it a hub for diverse entertainment options in the country.