Prasar Bharati WAVES OTT Requires Creator-Led Marketing for Content
Prasar Bharati's WAVES OTT platform has implemented new content proposal guidelines requiring creators to submit mandatory marketing and audience engagement plans. This strategy aims to shift audience acquisition responsibility to content creators as a cost-efficient growth model, prioritizing creators who can drive discovery and consumption. The framework also emphasizes short-form, mobile-first, and user-generated content, focusing on audience retention and repeat consumption.
Key Takeaways
- WAVES OTT's new guidelines require mandatory 'Marketing, Outreach & Audience Engagement Plan' submissions from creators.
- Creators must detail promotion strategies including social media, influencer collaborations, and digital marketing initiatives.
- Applicants are expected to estimate audience reach, follower bases, demographics, and WAVES app downloads/registrations.
- The framework emphasizes short-form, mobile-first, and user-generated content for retention and repeat consumption.
- This approach seeks to leverage creators' existing audiences, reducing the platform's direct marketing spend.
Why It Matters
Prasar Bharati's WAVES OTT is implementing a creator-first acquisition model, making content discoverability and audience engagement a creator responsibility. This reflects a growing trend where streaming platforms battle an overcrowded market by leveraging creators' built-in audiences and community engagement. Instead of costly original programming and platform-led marketing, WAVES OTT is testing a strategy that effectively crowdsources marketing, potentially reducing costs significantly. Future performance metrics should be closely watched: specifically, how this model impacts WAVES OTT's overall subscriber growth and content engagement compared to traditional platform-driven marketing approaches.
Read full article at indiantelevision.com
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