Prasar Bharati to launch own OTT platform to project Indian values and culture
Prasar Bharati, the public service broadcaster of India, is gearing up to step into the digital landscape with its own over-the-top (OTT) platform, expected to launch in August. This platform, as reported by ThePrint, is poised to showcase a diverse range of content celebrating Indian society and culture.
According to a senior government source, who opted to remain anonymous, the forthcoming OTT platform is set to enter the competitive market, challenging industry giants like Netflix and Hotstar. Notably, it plans to offer free content during its initial launch phase, extending up to the first one or two years. The pricing, post the free period, will be based on user feedback.
With a strong emphasis on family-friendly content, the official revealed that the platform aims to provide wholesome entertainment suitable for viewers of all ages. The focus is on offering programming that reflects India’s cultural richness and patriotic spirit—a platform where families can come together and enjoy quality content.
The ruling BJP-led NDA government has highlighted its intention to introduce an OTT platform as part of its 100-day agenda, should it secure a third consecutive term. Citing concerns over the current state of OTT content, the official emphasised the need for a platform dedicated to promoting clean entertainment and fostering social and nationalistic values.
In addition to entertainment, the platform will also feature programmes covering a wide array of current affairs topics.
The Prasar Bharati board has approved a lineup of well-known content providers for its OTT platform. Notable names include the Sri Adhikari brothers, renowned figures in television content production, as well as acclaimed producer and director Vipul Shah, whose latest film is The Kerala Story, and veteran actor Kabir Bedi, among others.
