Instruction Manual: Is Waves’ nostalgia appeal enough to compete in India’s streaming wars?

In November 2024, Prasar Bharti – a public broadcaster of India – entered the highly competitiveover-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 like Netflix, Amazon...