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In a significant move, Prasar Bharati, India’s public broadcaster, is all set to launch its much-awaited streaming platform on November 20 during the International Film Festival of India (IFFI) in Goa. The service, which has been in development for over a year, will offer a range of content from the archives of Prasar Bharati, including programming from its flagship channels, Doordarshan and All India Radio.
The launch event will be graced by Information and Broadcasting Minister Ashwini Vaishnaw, along with Karnataka’s Chief Minister Siddaramaiah, and Finance Minister Nirmala Sitharaman. While the official name and logo of the platform have not been disclosed yet, sources suggest Prasar Bharati has shortlisted a few domain names for its final selection. The platform will also introduce an audio identity, similar to Netflix’s signature “tudum” sound.
The streaming service will be available on Android via the Play Store, iOS through the App Store, and through its official website. It has been developed in collaboration with RailTel, a public sector undertaking, with Amazon Web Services (AWS) providing the content delivery network (CDN) and cloud service infrastructure. The platform will be scalable, initially serving 10 million concurrent users, with plans to expand up to 100 million.
Key Features of the Platform
According to Prasar Bharati Chairperson Shashi Shekhar Vempati, the platform will distinguish itself from other streaming services in several key ways:
- Clean Content: The platform will focus on family-friendly programming, offering content suitable for all ages.
- Interactive Features: It will include games for children, offering an interactive experience within the app.
- E-commerce Integration: Through the Open Network for Digital Commerce (ONDC), the platform will allow users to purchase goods and services directly.
- Live Sports: The platform will feature live sports events, a major highlight for sports fans.
Additionally, Prasar Bharati is ensuring that the platform’s content is available in multiple formats, including standard definition, high definition, and 4K.
Aimed at both urban and rural India, the platform will cater to a wide audience, with content available in major Indian languages such as Hindi, Tamil, Telugu, Kannada, Bengali, Punjabi, Marathi, Malayalam, and Gujarati. This multi-lingual approach is part of Prasar Bharati’s vision to create an inclusive service that caters to India’s diverse population.
Revenue Model
Prasar Bharati’s streaming service will be primarily offered free of charge, with revenues generated through advertising-based video on demand (AVOD). Premium, subscription-based plans will also be introduced, although details of the paid plans have not been disclosed. The platform will feature personalized, targeted advertisements based on user profiles, content preferences, and geographical location.
The platform’s ad server will enable a dynamic advertising experience, running programmatic ads, public service messages, and targeted campaigns. Real-time analytics will provide advertisers with valuable insights into the performance of their ads.
In addition to offering a robust library of archival content, the platform will also include live TV, special programming, and exclusive content commissioned by Prasar Bharati. The broadcaster has secured partnerships with major production houses such as Eros Now and Lionsgate to provide paid apps-in-app, expanding the content offerings for subscribers.
Expansion and Future Plans
The platform’s launch is seen as a strategic move to take on the growing dominance of international streaming giants like Netflix, Amazon Prime Video, and Disney+ Hotstar, while simultaneously promoting “clean and wholesome” content. Prasar Bharati’s initiative comes in the wake of growing concerns about content regulation and the increasing demand for family-oriented digital entertainment.
The platform’s focus on clean content is also a response to the increasing government scrutiny of objectionable material available on popular streaming platforms. As the service grows, it plans to introduce more features and collaborate with content creators to enhance its offerings.
Prasar Bharati’s new streaming service is expected to be a game-changer in India’s digital entertainment landscape, with the potential to redefine how Indian audiences consume television, movies, and live sports.
Sources By Agencies
