Chairman Prasoon Joshi says stronger international distribution could help connect overseas Indians with Indian content and culture
Prasar Bharati is looking to expand the international reach of its WAVES OTT platform through partnerships with telecom operators, with the Indian diaspora emerging as a key audience for the public broadcaster.
Prasar Bharati chairman Prasoon Joshi said the overseas Indian community had a strong interest in staying connected with India, provided platforms offered relevant and engaging content. He was speaking on the sidelines of FICCI Frames 2026.
The broadcaster has proposed appointing one or more partners to distribute and monetise WAVES in international markets. The plan includes working with telecom operators on bundled entertainment packages, carrier billing and marketing.
The proposed markets include the Gulf Cooperation Council countries, the UK, US, Canada, Australia, Southeast Asia and parts of Africa, where there are sizeable Indian-origin populations. The proposed partnerships would initially run for two years, with an option to extend them by another year.
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Under the proposed model, telecom companies would help acquire subscribers and negotiate distribution arrangements, while Prasar Bharati would retain ownership of its content
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Commercial terms, including revenue-sharing arrangements, are yet to be finalised
Joshi also said Prasar Bharati was open to collaborations and new formats, including in sports, as it seeks to make its programming more relevant to younger audiences. He stressed that technological adoption needed to be balanced with the broadcaster’s cultural and public-service responsibilities.
Artificial intelligence and Indian languages were another focus of his remarks. Joshi said AI could help expand the reach of regional languages, but human guidance would remain important to preserve cultural context and diversity.
He also highlighted authenticity as increasingly important in an environment where audiences have access to vast amounts of digital content.
For WAVES, the international expansion represents an attempt to combine digital distribution with cultural connectivity, particularly among Indians living outside the country. The success of the strategy, however, will depend not only on wider access but also on the platform’s ability to offer programming that overseas audiences want to watch.
