Prasar Bharati has invited bids to set up a Project Management Unit (PMU) that will steer the growth of its over-the-top (Ott) platform Waves, with ambitious goals of reaching 10 million registered users and achieving five-fold growth in advertising revenue within a year.
According to the Request for Proposal (RFP), the PMU will be tasked with driving user acquisition, boosting engagement to a 70 per cent monthly active user rate, and ensuring 80 per cent of newly onboarded content meets viewership benchmarks. The plan also envisions operational and financial sustainability for the platform within two years.
The PMU’s role will span across content strategy, technology, marketing, monetisation, and partnerships, including telecom bundling, smart TV integration, and global tie-ups. Brand building, improved visibility, and a data-driven approach to growth will also be key deliverables.
Waves, launched in November 2024, has already crossed 3.8 million downloads and 2.3 million registered users. Its content mix includes live TV, movies, shows, podcasts, gaming, and ecommerce integrations through ONDC.
The contract for the PMU will initially run for two years, with an option for a one-year extension based on performance. Selection will follow a two-stage evaluation process under the Quality and Cost-based Selection (QCBS) model, giving 80 per cent weight to technical expertise and 20 per cent to financials.
Prasar Bharati said the initiative is part of its push to make Waves a globally competitive and commercially sustainable Ott platform, strengthening India’s digital media ecosystem. BW Marketing World