Prasar Bharati calls bids for PMU to boost WAVES OTT; targets 10M users, 5x ad growth

Prasar Bharati has formally put out a Request for Proposal to onboard a lean, expert Project Management Unit (PMU) to supercharge its WAVES OTT platform.

Launched in November 2024, WAVES has already crossed 3.8 million downloads and 2.3 million registrations. The PMU is expected to lead a growth playbook across content, monetisation models, distribution partnerships, marketing strategies, and analytics aiming to scale registered users.

With the ambition of positioning WAVES among the leading global OTT platforms and making it the most preferred digital platform of the nation, Prasar Bharati proposes to onboard a Project Management Unit (PMU),” read the government document rolled out to invite bidders.

The RFP lays out ambitious output goals for WAVES OTT, positioning the PMU as a strategic driver of scale and sustainability. Within the first year of onboarding, the platform is expected to cross 10 million registered users through content planning, marketing outreach, and platform partnerships, while sustaining long-term growth via retention initiatives, personalised recommendations, and referral-driven acquisition.

The pubcaster has set a target of maintaining 70% Monthly Active Users (MAUs), supported by continuous engagement and fresh content. On the monetisation front, WAVES aims to deliver a 5x growth in ad revenues in year one, with quarter-on-quarter gains thereafter, and ensure that 80% of new content meets engagement benchmarks such as watch time, likes, shares and feedback. Operational and financial sustainability is to be achieved within two years through efficient resource use, diversified revenue streams, AVOD, SVOD, syndication, partnerships and streamlined content pipelines.

The RFP also emphasises building strong brand recognition, boosting organic traffic and app ratings, embedding data-driven processes with advanced analytics, and forging high-impact alliances, from telecom bundling and international collaborations to government outreach. A core focus remains on inclusivity, with multi-language, culturally diverse programming designed to extend Prasar Bharati’s digital reach nationwide.

The RFP also specifies that the PMU will operate in a hybrid mode, with on-site presence at Prasar Bharati as and when required. The initial engagement period has been set at two years, with the option of a one-year extension, subject to performance reviews and the broadcaster’s evolving organisational needs.