Prasar Bharati And Sri Adhikari Brothers Join Forces To Expand Content Horizons On WAVES

Prasar Bharati, India's public broadcaster, has formed a strategic alliance with Sri Adhikari Brothers Digital Network Pvt. Ltd., marking an important development in the Indian entertainment sector. This partnership will allow Sri Adhikari Brothers' premium content to be available on Prasar Bharati's OTT platform, WAVES, and on linear TV channels. The collaboration also aims to co-create new and innovative content for modern audiences.

The collaboration will see popular channels like Mastiii, Dabangg, and Maiboli from Sri Adhikari Brothers become part of the WAVES platform. This addition enhances WAVES' library with diverse and vibrant content, solidifying its position as a versatile digital platform catering to varied entertainment preferences across demographics.

This partnership is rooted in the shared legacy of two iconic Indian media institutions uniting to offer unmatched entertainment nationwide. It signifies a reunion of historical allies, combining decades of expertise and dedication to quality content delivery.

Markand Adhikari, Chairman Emeritus of Sri Adhikari Brothers Network, expressed his thoughts on this association: "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. We are proud of our legacy with Doordarshan."

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."

This collaboration not only taps into Sri Adhikari Brothers' extensive content library but also focuses on creating culturally relevant programming that appeals to families and youth alike. This ensures that the content remains relevant across different generations.

The fusion of Doordarshan's legacy with the contemporary appeal of Sri Adhikari Brothers marks a pivotal moment in enhancing India's digital and broadcast entertainment landscape.