Prasar Bharati is looking to expand the international footprint of its WAVES OTT platform through partnerships with telecom operators, carrier billing and bundled entertainment offerings, with a focus on reaching the Indian diaspora across global markets.

The public broadcaster has proposed appointing one or more strategic partners for the international distribution and monetisation of WAVES, targeting markets with significant Indian-origin populations. The proposed engagement will run for two years, with an option to extend it by another year.

According to the Expression of Interest (EOI) document, Prasar Bharati is placing telecom operators at the centre of its international subscriber acquisition strategy rather than relying mainly on organic downloads through app stores. The selected partner will be expected to leverage existing relationships with overseas telecom operators to negotiate distribution agreements, integrate carrier billing, secure promotional visibility and develop revenue streams for WAVES.

The EOI envisages a revenue-sharing arrangement, with applicants required to outline indicative commercial models, partner commissions, cost responsibilities and the feasibility of minimum guarantees. However, the document does not specify a revenue target, minimum guarantee or final revenue-sharing percentage, with the commercial framework to be determined at the subsequent Request for Proposal (RFP) stage.

The proposed partner will be required to identify and negotiate agreements with mobile network operators in target markets, manage commercial relationships and explore opportunities with mobile virtual network operators (MVNOs) and internet service providers. Existing international telecom operator and content distribution partnerships carry 20 marks out of 100 in the evaluation framework, the highest weighting among the listed parameters.

Carrier billing is a key part of the proposed model. It would allow WAVES subscribers to pay through their mobile phone bills, potentially simplifying international payment processes. The platform could also be bundled with existing data or entertainment packages offered by telecom operators.

The EOI also calls for partners to explore multiple monetisation models, including direct subscriptions, advertising-supported offerings and hybrid models depending on market conditions and affordability. Applicants have been asked to provide details of their existing and potential operator relationships, the status of commercial discussions and comparable partnership structures they have executed.

Focus on Indian diaspora
Prasar Bharati estimates that more than 32 million people of Indian origin live outside India and identifies the diaspora as the principal international audience for WAVES. The platform is intended to serve audiences looking for Indian news, regional entertainment, cultural programming, films, live events and sports, drawing on the public broadcaster’s content library, including programming associated with Doordarshan.

The EOI identifies the GCC, the UK, Southeast Asia, East Africa, North America and Australia as potential expansion markets. Countries including Singapore, Malaysia, Kenya, Tanzania and Fiji have also been identified as possible targets, alongside other Indian Ocean nations.

The international rollout could take place in phases, beginning with the GCC, UK and Southeast Asia, followed by North America, Australia and other regions. Prasar Bharati has positioned the initiative as both a commercial opportunity and a way of extending India’s cultural reach among overseas audiences.

The broadcaster said diaspora audiences have historically relied, in part, on fragmented digital channels, pirated streams and grey-market direct-to-home services for Indian content. The proposed arrangement is intended to offer a formal digital route for accessing such content, although the EOI does not disclose existing international subscriber numbers for WAVES or quantify the addressable paid-subscriber market.

Partner to manage international operations
The proposed role goes beyond distribution. The selected partner will also be expected to support app-store distribution, localisation, technical integration, marketing, subscriber acquisition and performance reporting.

This would include maintaining WAVES on Google Play and Apple’s App Store in the relevant markets, optimising local app listings and coordinating with Prasar Bharati on platform updates and feature rollouts. On the technology side, the partner would facilitate API integrations, single sign-on frameworks, carrier billing middleware and analytics systems, while coordinating on content delivery infrastructure and streaming quality.

Local regulatory compliance will also form part of the assignment, covering applicable data protection, consumer protection, intellectual property, taxation, telecom integration and broadcasting requirements in individual markets.

Marketing activities could include operator-led promotions, in-app placements, SMS campaigns, billing inserts, operator-store visibility and co-branded advertising. The partner will also be expected to develop diaspora-focused digital campaigns and community partnerships, subject to Prasar Bharati’s brand guidelines and prior approval.

The EOI proposes monthly reporting covering active subscribers, market-wise monthly active users, revenues generated and collected, the operator partnership pipeline, churn and marketing efficiency. Performance benchmarks around operational telecom partnerships, subscriber acquisition and revenue generation are also envisaged, with detailed targets and review mechanisms to be finalised at the RFP or agreement stage.

Prasar Bharati to retain content rights
While the proposed partner will handle distribution and monetisation, ownership of the underlying content will remain with Prasar Bharati.

Under the EOI, all content rights will remain exclusively with the public broadcaster. The appointed partner will function as a distribution and monetisation facilitator and will not be permitted to sublicense, distribute or exploit content outside the WAVES platform without prior written approval.

The document, however, leaves room for additional distribution models. Applicants can suggest channels such as connected TV ecosystems, free ad-supported streaming television (FAST) platforms and super-app integrations, although such arrangements would require explicit approval from Prasar Bharati.

This allows the broadcaster to consider a wider international distribution strategy even as telecom partnerships remain the principal route proposed in the EOI. Applicants may also be required to contribute towards marketing, technology integration, localisation, operations and customer support, with the precise allocation of costs left open for commercial discussions.

Selection process
The eligibility and evaluation framework places emphasis on established international distribution networks. Applicants must be legally registered entities in India and demonstrate relevant experience in international distribution, OTT services, telecom partnerships, digital content distribution or related businesses. At least one demonstrable assignment, partnership, deployment or commercial engagement relevant to the proposed work is mandatory.

International OTT and digital distribution experience carries 15 marks, while the scale of an applicant’s existing OTT platform or monthly active users also carries 15 marks. International market presence accounts for 10 marks, alongside parameters such as white-labelled OTT deployments, the proposed business model, rollout strategy and management strength.

Applicants must secure a minimum score of 70 to be considered for shortlisting. Where fewer than five applicants meet the threshold, Prasar Bharati may consider shortlisting the top five, subject to the quality and responsiveness of proposals.

The EOI is the first stage of the procurement process, with participation mandatory for consideration in the subsequent RFP. Only shortlisted applicants will be eligible to participate if the RFP is issued. The later selection process may use a Quality-cum-Cost Based Selection methodology, with detailed technical and financial parameters to be specified separately.

The document does not provide a fixed deadline for submissions or dates for the pre-bid meeting, shortlisting and RFP issuance. These are to be notified through Prasar Bharati’s e-procurement portal.

For WAVES, the proposed partnership represents an effort to combine Prasar Bharati’s content catalogue with the international reach, subscriber acquisition capabilities and billing infrastructure of telecom operators. The eventual impact on overseas subscriber growth and recurring revenue will depend on the final commercial terms, the strength of the distribution network and WAVES’ ability to compete in established digital entertainment markets.