Discover the New Era of Indian Streaming: Prasar Bharati's OTT Platform is Almost Here!

Prasar Bharati, India's public broadcasting agency, has been making significant strides in the Over-The-Top (OTT) space, adapting to the rapidly changing media landscape. This blog will delve into the latest updates regarding Prasar Bharati's OTT initiatives, their impact on the media industry, and answer frequently asked questions about this evolving platform.

• Overview of Prasar Bharati OTT

Prasar Bharati operates several channels, including Doordarshan and All India Radio, and has ventured into the OTT domain to reach a broader audience. The agency's OTT platform, DD Free Dish, allows users to access a variety of content, including news, entertainment, and educational programming, all free of charge. This initiative is part of a larger strategy to enhance digital content delivery and engage with younger audiences who prefer streaming services over traditional broadcasting.

•  Latest Updates on Prasar Bharati OTT

1. Expansion of Content Library: Prasar Bharati has been actively expanding its content library on the OTT platform. Recent reports indicate that they are focusing on regional content to cater to diverse audiences across India. This includes collaborations with local creators and producers to generate original programming that resonates with viewers in different languages and cultures.

2. Partnerships with Tech Companies: To enhance the user experience, Prasar Bharati has entered into partnerships with various technology firms. These collaborations aim to improve streaming quality, user interface, and accessibility features, making it easier for viewers to navigate the platform.

3. Increased Focus on Mobile Accessibility: Recognizing the growing trend of mobile consumption, Prasar Bharati is optimizing its OTT services for mobile devices. This includes developing user-friendly apps and ensuring that content is easily accessible on smartphones and tablets, which are increasingly becoming the primary devices for media consumption.

4. Introduction of Subscription Models: While DD Free Dish remains a free service, there are discussions about introducing premium subscription models for exclusive content. This move aims to diversify revenue streams and compete with established OTT players in India.

5. Government Support and Policy Initiatives: The Indian government has been supportive of Prasar Bharati's efforts in the OTT space, providing funding and policy backing to enhance digital broadcasting capabilities. This support is crucial as the agency navigates the competitive landscape dominated by private OTT platforms.

Here are some additional key points about Prasar Bharati's upcoming OTT platform:

• Content Focus and Collaboration

- The platform will focus on showcasing content that celebrates Indian culture, society and promotes nationalist values
- Prasar Bharati has partnered with prominent content creators like the Sri Adhikari brothers, Vipul Shah, and Kabir Bedi to develop content for the platform
- The content will cover a range of genres including news, current affairs, general entertainment and other categories

• Monetization and Pricing

- The platform will initially offer content for free for the first one or two years to attract viewers
- After the initial free period, Prasar Bharati may start charging based on user engagement and perceived value of the content
- The final pricing model will depend on factors like user feedback, platform performance and competitive analysis

• Regulatory Context

- The move comes amid concerns over the kind of content available on some private OTT platforms, which have been criticized as "vulgar" and "abusive"
- In March 2024, the government blocked access to 18 OTT platforms for allegedly airing "vulgar and obscene" content
- A parliamentary panel had also raised concerns about "obscene and abusive" content on OTT platforms like Netflix and Amazon Prime in May 2023

• Technical Aspects

- Prasar Bharati floated a draft tender in September 2023 seeking help in designing, developing, commissioning, operating and maintaining the OTT platform
- The platform aims to reach even the remotest villages of India so that no one is left behind in accessing it
- Prasar Bharati has also launched DD Retro, an OTT service offering old shows from Doordarshan's archives

In summary, Prasar Bharati's OTT platform represents a significant development in India's streaming landscape, offering an alternative focused on family-friendly, culturally-relevant content while adhering to regulatory standards. The platform's success will depend on its ability to attract viewers with quality programming and a sustainable monetization model.

Frequently Asked Questions (FAQs)

•  What is Prasar Bharati's OTT platform?

Prasar Bharati's OTT platform includes
services like DD Free Dish, which provides free access to a variety of content, including news, entertainment, and educational programming.

•  How can I access Prasar Bharati's OTT content?

You can access Prasar Bharati's OTT content through their dedicated apps available on various platforms, including Android and iOS, or through their official website.

•  Is the content on Prasar Bharati's OTT platform free?

Yes, DD Free Dish offers free access to its content, although there are discussions about introducing premium subscription models for exclusive offerings.

•  What types of content are available on Prasar Bharati's OTT platform?

The platform features a diverse range of content, including regional programming, news, entertainment shows, and educational material.

•  How is Prasar Bharati adapting to the competition in the OTT space?

Prasar Bharati is expanding its content library, forming partnerships with tech companies, optimizing for mobile access, and considering subscription models to enhance its competitive edge in the OTT market.

Prasar Bharati's foray into the OTT space represents a significant shift in how public broadcasting can engage with audiences in the digital age. With ongoing updates and a commitment to enhancing user experience, the agency is poised to become a key player in India's evolving media landscape.

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