Prasar Bharati OTT: 40 channels on board but big four stay away

The major four television networks have chosen not to stream their linear channels on Prasar Bharati’s upcoming OTT platform, sources have shared with e4m. Despite the government's offer of a lucrative revenue-sharing model, these networks likely made this decision because they already have a strong presence on their own OTT platforms. While these top networks did not apply, sources familiar with the matter told e4m that the pubcaster received applications from 106 channels across genres. Out of these, 44 were selected, with 40 agreeing to join the platform.

e4m has learnt that these channels were shortlisted based on GRPs, reach and trends. While 40 channels have already submitted their agreements, the remaining four are yet to do so. The 40 channels include a diverse range of content, such as news, regional programming, music, movies, and more.

A senior executive with a leading broadcaster shared that Prasar Bharati's OTT platform might struggle to attract major broadcasters due to potential conflicts with their existing OTT strategies and complications with Distribution Platform Operators (DPOs).

“While the 65% revenue share is enticing, big players prefer to keep content exclusive to their own platforms for better control and revenue. Smaller broadcasters might see this as a good opportunity, but the platform's success will depend on its ability to attract viewership and generate ad revenue.”

In August, Prasar Bharati, India's public service broadcaster, invited TV channels to join its new OTT platform. This move represents an important expansion of its digital footprint, aiming to broaden its reach and offer a revenue-sharing model that stands out in the market. Under this model, broadcasters would receive 65% of ad revenue, while Prasar Bharati would retain 35%.

According to a senior Prasar Bharati official, who wished to remain anonymous, what makes Freedish OTT different is its inclusive approach. While many private networks focus on promoting their own channels and offerings, Freedish, as a public broadcaster, invites everyone to join the platform, he shared.

“Yes, we aim to generate revenue, but we don't exclude anyone. We offer an open invitation to all broadcasters to provide a well-rounded experience to the Indian audience,” he mentioned.

The official went on to add that all major channels in India operate on satellite broadcast, with the exception of Doordarshan, which is the only terrestrial channel. These channels handle their own uplinking and downlinking, and most of them also have a significant online presence. They stream on platforms like YouTube, have dedicated apps, and provide live TV on their websites, so they're already active in the digital space.

“Now, many of these channels are already streaming on various platforms. So, what’s the issue if they also stream on the platform that we’re creating with Freedish OTT? It’s essentially the same concept—these channels are already available online. Freedish offers viewers access to content without the need for custom packages like private networks. Broadcasters don’t need to pick and pay for a bundle of channels. Instead, viewers have the freedom to watch whatever is available, without any restrictions,” said the source.

Another source explained that Prasar Bharati is extending the same principle to streaming.

“Broadcasters are welcome to stream on Freedish OTT, providing viewers with a centralized place to access their content, rather than scattering their viewership across multiple platforms. There's no bidding for slots right now because this is a new venture, similar to the early days of Freedish when we invited participation and grew from there,” said the source.

Over time, depending on viewership, Prasar Bharati might share revenue with broadcasters, and the selection will be transparent, based on clear guidelines. There are other platforms as well offering live channels, so the pubcaster isn’t reinventing the wheel, he said.

Prasar Bharati is expected to announce the launch date for its OTT platform in the next couple of weeks.