India’s public broadcaster Prasar Bharati has adopted a digital-first content strategy for its platforms, including the streaming service, which is indicative of the pubcaster’s changing business plans for distribution of its content and expand viewership base, Minister of State for Information & Broadcasting L Murugan said yesterday.

Answering to a query from a fellow parliamentarian in Rajya Sabha (Upper House) yesterday, the Minister said, “Pay-per-view framework launched in 2025 covers content acquisition for digital and OTT platforms, including WAVES (the streaming service), reflecting a strategic shift from traditional TV and radio broadcasting to digital content distribution.”

The content being sourced for Akashvani (radio), Doordarshan TV channels and WAVES OTT platform were being done under the Content Sourcing Policy 2024 of Prasar Bharati.

“This framework has enabled Prasar Bharati to source content tailored for digital audiences and significantly expand its reach, particularly among youth,” Murugan added.

Dwelling on a specific part of the parliament query relating to examining the feasibility of distributing DD FreeDish DTH set-top-boxes as part of the government’s Direct Benefit Transfer welfare mechanism to further expand the pubcaster’s reach, the Minister clarified why distribution of boxes was not being pursued aggressively anymore.

The Ministry of Electronics and Information Technology (MeitY), he said, has issued a notification that all television sets sold in India shall have a built-in satellite tuner, and, hence, the proposal for distribution of DD FreeDish boxes was not being pursued.

He also informed that Prasar Bharati has engaged an expert agency to enhance monetization of its land assets to increase revenue generation.

The Minister was asked a question on Prasar Bharati’s content sourcing strategy, apart from revenue-increasing initiatives and staff vacancies.