Free Dish vs Waves OTT? Why it's a win-win for advertisers

In India’s fast-evolving media landscape, brands are constantly recalibrating their advertising strategies to stay ahead. While traditional television continues to command vast audiences, digital platforms are rapidly gaining traction, offering precise targeting and engagement.

Amid this shift, advertisers find themselves at an interesting juncture — should they stick with the proven, mass market reach of DD Free Dish or explore the newer, data-driven possibilities of Waves, Prasar Bharati’s OTT entrant? While one offers massive reach, the other provides targeted opportunities.

It has been three months since Prasar Bharati launched its OTT app Waves, offering content in 12+ languages across 10+ genres of infotainment, along with 65 live channels, several app-in-app integrations for video and gaming content, and more. But is it more lucrative for advertisers than the free-to-air DTH service? According to industry experts, both platforms have their unique appeal—one excels in mass exposure, while the other caters to urban audience preferences.

Anil Solanki, Senior Director at Dentsu X, emphasised DD Free Dish’s cost-effectiveness due to its extensive reach. “DD Free Dish has a massive reach, especially in rural and semi-urban India, making it a cost-effective choice for advertisers targeting a broad audience. On the other hand, Waves, as Prasar Bharati’s OTT platform, offers a growing digital audience with targeted ad opportunities. Both platforms serve unique purposes—DD Free Dish excels in mass reach, while Waves brings in digital precision and engagement.

Advertisers should consider their campaign objectives to choose the best fit for their brand,” he said. Sharing a similar perspective, Manesh Swamy, MD and CCO at LS Digital Group, compared the platforms to iconic Indian shows: “DD Free Dish vs. the new OTT platform Waves is like comparing the legendary Shaktimaan with the modern Panchayat. Both have their own unique charm—one plays on massive reach, while the other focuses on nostalgia and culture. From an advertising perspective, if a brand is chasing ROI and mass reach across the Bharat audience at a low cost, Free Dish is a good wider net. Waves, on the other hand, offers a more targeted approach, focusing on urban audiences based on their preferences and digital behaviors, though at a slightly premium cost.”

Industry experts suggest that while DD Free Dish remains a strong choice for brands in categories like FMCG, healthcare, and automobiles due to its extensive reach, Waves is attracting advertisers in fast fashion, beauty, and home improvement—sectors that thrive on digital-savvy audiences and targeted engagement.

A brand expert, on the condition of anonymity, said that it was too early to make a clear choice out of the two as Waves is still very new. “DD Free Dish continues to be the go-to platform for advertisers targeting rural and semiurban markets due to its vast reach. Meanwhile, Waves is an interesting emerging player—while it’s still early days, its potential to attract a younger, digital-savvy audience makes it worth watching,” the expert said.

Swamy further explained the pricing dynamics, saying, “Waves OTT comes with a slightly higher price tag, but it can be justified as you will be able to target tech and trend-conscious viewers. Free Dish’s audience is a mix of everyone, from the heart of Mumbai to the dusty lanes of northern states. Waves, on the other hand, can give you
access to niche markets—young adults, work-from-home professionals, or binge-watchers,” he said, drawing a cinematic analogy. “Free Dish is your DDLJ, and Waves might be your Gully Boy of the ad scene. So pick your goal—mass exposure or targeted impact.”

Another industry expert, who did not wish to be named, stated that DD Free Dish is the better choice for brand visibility at a lower cost. “DD Free Dish and Waves OTT serve different needs—one offers massive reach, while the other provides targeted engagement. Free Dish is great for brands looking to reach millions at a low cost,
while Waves helps advertisers connect with digital-savvy, premium audiences. If you want broad visibility, go for Free Dish; if precision targeting matters, Waves is the better choice,” they said.