This case was developed using secondary sources, including industry reports, news reports and company websites. The case has been tested in a classroom setting with undergraduate students enrolled in the marketing management course.
In November 2024, Prasar Bharti – a public broadcaster of India – entered the highly competitive over-the-top (OTT) market by launching the OTT platform, Waves. With the tagline “Family Entertainment Ki Nayi Lehar” (a new wave of family entertainment), Waves offers a variety of content including 65 live TV channels, video-on-demand, evergreen mythological serials, radio streaming, movies, animation programs, gaming content and content from YouTube creators in 12+ regional Indian languages. This case examines the customer value, value proposition and nostalgia appeal of Waves as it seeks to differentiate itself in the Indian OTT market dominated by giants such as Netflix, Amazon Prime and Disney+ Hotstar. In such a highly competitive market, six months after launch, the Waves leadership team has to make a few critical decisions to maintain long-term sustainability. Can nostalgic content alone sustain long-term viewer engagement? How can Waves refine its market positioning and differentiate itself from competitors while balancing affordability and nostalgia for Indian viewers?
This case study is designed primarily for undergraduate students and is ideal for courses such as marketing management, new product development and media marketing. It can be used in modules that cover brand positioning, perceptual mapping, value proposition and competition in media and entertainment services. The case discussion is suitable for classes of 20–40 students, depending on the teaching approach and can easily be adapted for online courses using interactive discussion tools.
