Prasar Bharati, India's public service broadcaster, is set to launch its own over-the-top (OTT) platform in August, offering content that promotes Indian culture and values. This initiative aims to provide a family-friendly alternative to existing private platforms like Netflix and Hotstar.
A senior government official, speaking anonymously, revealed that the new platform would feature "clean" content suitable for family viewing. "Currently, some OTT content borders on vulgarity and abusive language, making it embarrassing to watch with family. We want to provide a decent platform that promotes India's culture and nationalist values," the official said.
The BJP-led NDA government has included this initiative in its 100-day agenda for its third term. The platform will initially offer free access for the first one or two years to attract viewers. Depending on the feedback, Prasar Bharati will later determine subscription charges.
In addition to entertainment, the platform will cover current affairs. The Prasar Bharati board has already approved a list of content providers, including Sri Adhikari brothers, producer and director Vipul Shah, and actor Kabir Bedi.
The government's plan for this OTT platform has been in the works since last year. In September 2023, Prasar Bharati issued a draft tender to design, develop, and maintain the streaming service, aiming to reach citizens in remote villages as well as a global audience.
This move follows the Ministry of Information and Broadcasting's actions against private OTT platforms for airing "vulgar and obscene" content. In March, the ministry blocked access to 18 OTT platforms and social media accounts under the Information Technology Act, 2000. Additionally, in May 2023, a parliamentary panel had summoned representatives from Netflix and Amazon Prime, urging them to avoid obscene and abusive content.
