WAVES : Blending the Yesteryear Charm with Modern Entertainment
EN EXPLAINS
Public Broadcaser of the nation Prasar Bharati launched its OTT platform, Waves, on November 21, 2024, coinciding with World Television Day. WAVES OTT seamlessly blends the charm of yesteryear with the energy of modern entertainment, offering a digital playground where nostalgia and novelty coexist. Imagine the delight of revisiting iconic shows like Ramayan, Mahabharat, Shaktimaan, and Hum Log, now just a click away, while also diving into fresh, contemporary stories crafted for today's audience.
WAVES is more than a trip down memory lane- it's a celebration of India's cultural depth. With a vibrant mix of documentaries, breaking news, and regional flavours, it's a digital sanctuary for every viewer seeking variety and connection. By drawing from its storied past, Prasar Bharati has crafted a streaming service that speaks to both the digital natives of today and the cherished TV enthusiasts of yore.
Amid the crowded seas of streaming platforms, WAVES is charting its own course with unique offerings, a user-friendly experience, and a commitment to quality storytelling across genres and languages. Could WAVES be the fresh breeze that reshapes India's entertainment shoreline? Time will reveal, but one thing is certain-this platform is destined to make ripples far and wide!
Key Features
Adaptive Streaming Technology: Understanding the varied internet connectivity across regions, WAVES employs adaptive streaming technology. This ensures smooth playback, reducing buffering times even in areas with limited bandwidth. This feature enhances the user experience, especially in emerging markets where consistent internet speeds remain a challenge.
Personalised Recommendations: Powered by cutting-edge AI algorithms, WAVES provides highly personalised recommendations. By analysing viewing patterns, preferences, and behaviour, the platform curates a tailored watchlist for each user, ensuring relevant and engaging content.
Affordable Pricing: WAVES follows a tiered subscription model to cater to different audience segments. Its plans include basic free access with ads, standard subscription plans for uninterrupted viewing, and premium plans with added features like multi-device login and 4K streaming.
User-Friendly Interface: WAVES boasts an intuitive user interface that is easy to navigate. Its sleek design, combined with smart categorisation and a robust search function, allows users to find content quickly. Additionally, parental control features ensure a safe viewing environment for children.
Technology Integration
WAVES is at the forefront of integrating technology into entertainment. Here's how it leverages technology for an enhanced user experience:
Artificial Intelligence and Machine Learning: From personalised recommendations to real-time analytics, WAVES utilises AI to understand and predict viewer preferences. This ensures that users are continually engaged with content they are most likely to enjoy.
Immersive Viewing Experiences: With support for 4K Ultra HD and Dolby Atmos, WAVES offers a cinematic viewing experience. Its plans include features like Virtual Reality (VR) integration, providing an immersive experience for select titles.
Cloud-Based Streaming: WAVES employs cloud computing to ensure seamless streaming and storage. This not only enhances accessibility but also reduces downtime, even during peak usage.
Marketing Strategies
WAVES has adopted innovative marketing strategies to establish its brand. Some of these include:
Collaborations and Partnerships: Collaborating with renowned directors, actors, and production houses has enabled WAVES to create high-impact promotional campaigns. Additionally, partnerships with telecom providers allow bundled subscriptions, increasing its reach.
Social Media Engagement: WAVES is active on social media platforms, engaging audiences through contests, sneak peeks, and behind-the-scenes content. These efforts create a sense of community and anticipation among viewers.
Influencer Marketing: Leveraging the popularity of influencers, WAVES runs targeted campaigns to attract specific demographics. This strategy has proven effective in reaching younger audiences.
Challenges and the Road Ahead
Despite attractive features, WAVES faces challenges such as fierce competition, piracy, and content saturation. However, its commitment to innovation and audience satisfaction positions it well for future growth. To maintain its competitive edge, WAVES plans to invest in acquiring more international content and developing fresh originals. Efforts are underway to expand WAVES' availability across smart TVs, gaming consoles, and other connected devices. WAVES aims to reduce its environmental footprint by adopting green technologies in its operations.
Nevertheless, by prioritising quality content, accessibility, and technological innovation, WAVES has positioned itself as a formidable player in the streaming industry. As WAVES continues to evolve, it promises to redefine how audiences consume entertainment, creating a truly global and inclusive viewing experience.
Creating New Waves
Cultural Buffet: Offering content in 12+ languages like Hindi, Tamil, Bengali, and even Assamese, WAVES caters to diverse audiences with authentic Indian stories that resonate universally.
Genre Wonderland: Spanning 10+ infotainment genres, it serves up a delectable mix of news, general entertainment, music, sports, and devotional programming.
Originals That Dazzle: WAVES Originals are not your run-of-the-mill productions. These creations push boundaries, weaving together gripping stories, top-notch production values, and themes that resonate deeply. WAVES doesn't merely follow trends-it sets them, making it a darling among cinephiles and casual viewers alike.
Content Localisation: One of WAVES' standout features is its commitment to localisation. Recognising the cultural and linguistic diversity of its audience, WAVES collaborates with regional content creators to offer localised content. This strategy not only attracts viewers but also supports local film industries by providing them a global platform.
Tech Meets Entertainment: Dive into on-demand videos, free-to-play games, live radio, 65+ live TV channels, and a quirky "App-in-App" feature for gaming and video content. Plus, you can shop till you drop with its ONDC-backed e-commerce integration!
Spotlight on Creators: WAVES doubles as a launchpad for budding creators. It even showcases student films from institutions like FTII and Annapurna Film School-because fresh talent deserves the limelight!
Legacy Meets Modernity: Streaming live channels from Doordarshan, Akashvani, and private broadcasters, WAVES bridges the classic and the contemporary, serving every viewer's preference.
(Compiled By Sudhit Mishra, EN Team)