Public broadcaster Prasar Bharati is pushing forward with its over-the-top (OTT) venture to gain more media sales power. The pubcaster released a new e-tender on April 19 for a multimedia and media sales agency contract, following the release of a draft RFP (Request for Proposal) last year that detailed the platform’s features and objectives. The e-tender is for media sales and multimedia services from pre-approved DAVP (CBC) agencies for a contract worth INR 4 crores (taxes included). The agencies’ tasks will cover pre-launch, launch, and post-launch branding, marketing, promotion, media planning, sales, and media buying for the platform.
The selected agency will be in charge of developing a thorough plan to use a variety of media outlets to build excitement for the platform. The agreement is valid for the first 12 months after launch and may be extended for an additional 12 months per performance review.
According to the tender document that Storyboard18 was able to access, the scope of work pertaining to media planning, selling, and buying includes developing a media plan and revising and amending it as necessary during the fiscal year. It also entails creating a comprehensive media plan that reflects key metrics, conducting research on the target audience, and providing creative direction to enable the realization of the goal of reaching both rural and urban audiences for a diverse and inclusive reach that supports an OTT monetization plan, targeting audience development for all core general market targets.
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Conversely, selling responsibilities encompass media sales strategy. A thorough media sales and monetization plan would need to be developed by empanelled agencies, which would include defining pricing structures, identifying target markets, and OTT platform sales channels. Among the primary duties of these agencies will be building an inventory pipeline for OTT platform advertising, bringing in hyperlocal advertising, and developing a system for drawing OTT platform advertising. The document also notes that Prasar Bharati faces a big challenge in trying to stand out in a crowded market, with nearly 78 (and counting) OTT platforms already fighting for viewers’ attention.
Therefore, platform advertising, licensing fees, aggregator fees, or revenue sharing models would be the platform’s main sources of income. On May 3rd, 2024, bids will be accepted for the tender, with an INR 8 lakh earnest money deposit required.
The document stated,
“Media planning will include the use of all media vehicles as needed based on strategic direction which includes network TV, cable TV, radio, consumer print, trade print, outdoor, etc. The challenge that lies ahead of PB is cutting through the clutter of almost 78 (and counting) OTT platforms that are already available in the Indian market, and what difference are they going to make on OTT that will give them the scale as well as avenue of fresh revenue to sustain the initiative. As a National Public Service Broadcaster, PB intends to primarily make content available to the masses free of cost or minimal charge for select content (at least in the initial phase).”
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