In a significant development in India’s media landscape, Prasar Bharati, the nation’s esteemed public broadcaster, has entered into a strategic collaboration with Sri Adhikari Brothers Digital Network Pvt. Ltd. This partnership aims to broaden the spectrum of entertainment content available to Indian audiences by integrating Sri Adhikari Brothers’ diverse programming into Prasar Bharati’s WAVES OTT platform and linear television channels.
Expanding Content Horizons
As part of this collaboration, Sri Adhikari Brothers’ premium and diverse range of content will be made available on Prasar Bharati’s WAVES OTT platform as well as on linear television channels. This long-term partnership will focus on co-developing fresh and innovative content tailored to contemporary audiences.
Under this collaboration, Sri Adhikari Brothers’ broadcast channels—Mastiii, Dabangg, and Maiboli—will also be accessible on the WAVES platform. This integration strengthens WAVES’ position as a digital platform serving a wide range of entertainment preferences.
A Reunion Rooted in Legacy
Markand Adhikari, Chairman Emeritus of Sri Adhikari Brothers Network, expressed a sense of nostalgia and optimism about this ‘homecoming’ with Doordarshan, hoping to blend past legacies with futuristic offerings. He remarked, “Gautam (my brother) and I started our career with Doordarshan, and whatever Adhikari Brothers is today is because of the massive reach of Doordarshan. We feel like it’s a homecoming, and I am confident that, once again, we will provide quality entertainment for our audiences.”
Echoing similar sentiments, Kailasnath Adhikari, Managing Director of Sri Adhikari Brothers, added, “I have grown up watching Doordarshan and I call it my home. We are filled with nothing but pride and will always put our best foot forward to carry on this association for times to come.”
Enhancing Accessibility and Reach
This collaboration signifies a reunion of historic allies rooted in shared values and a deep commitment to quality entertainment. By integrating Sri Adhikari Brothers’ content into Prasar Bharati’s platforms, the partnership aims to bridge the gap between traditional and digital media, offering a richer viewing experience for audiences across India.
The partnership also underscores Prasar Bharati’s commitment to enhancing the accessibility and diversity of its OTT platform, WAVES. In a recent development, the public broadcaster partnered with Jio Stores, enabling WAVES to be listed on the platform. This move is expected to expand its digital reach across Indian households.
Conclusion
The strategic alliance between Prasar Bharati and Sri Adhikari Brothers marks a significant milestone in India’s entertainment industry. By combining traditional broadcasting with innovative digital content, this partnership is poised to offer a diverse and engaging viewing experience to audiences nationwide.
