Prasar Bharati, India’s Public Broadcaster, has announced a strategic collaboration with Sri Adhikari Brothers Digital Network Pvt. Ltd., marking a significant milestone in India’s entertainment landscape. As part of this collaboration, Sri Adhikari Brothers premium and diverse range of content will be made available on Prasar Bharati’s OTT platform WAVES as well as on linear television channels. Additionally, this long-term collaboration will focus on co-developing fresh and innovative content tailored to contemporary audiences.
Under this collaboration, Sri Adhikari Brothers’ popular broadcast channels-Mastiii, Dabangg, and Maiboli-will also be accessible on the Waves , expanding its library with vibrant and diverse content. This integration strengthens Waves’ position as a versatile digital platform catering to a broad demographic with varied entertainment preferences.
The ethos of this alliance is built on a shared legacy of two iconic Indian media institutions coming together to deliver unparalleled entertainment for audiences nationwide. It symbolizes a reunion of historical allies, combining decades of expertise and commitment to quality content.
Speaking on the association, Markand Adhikari, Chairman Emeritus of Sri Adhikari Brothers Network, shared: “Gautam (my brother) and I started our career with Doordarshan, and whatever Adhikari Brothers is today is because of the massive reach of Doordarshan. We feel like it’s a homecoming, and I am confident that, once again, we will provide quality entertainment for our audiences. We are proud of our legacy with Doordarshan.”
Kailasnath Adhikari, Managing Director of Sri Adhikari Brothers, added saying “I have grown up watching Doordarshan and I call it my home. We are filled with nothing but pride and will always put our best foot forward to carry on this association for times to come.”
This partnership not only leverages Sri Adhikari Brothers’ vast content repository but also emphasizes the collaborative development of culturally rooted, family-oriented, and youth-driven programming, ensuring relevance across generations.
By blending the legacy of Doordarshan with the modern appeal of Sri Adhikari Brothers, this alliance represents a significant step in enriching India’s digital and broadcast entertainment space. Filmibeat