Mumbai: Prasar Bharati, India’s Public Broadcaster, has entered a strategic partnership with Sri Adhikari Brothers Digital Network Pvt. Ltd., aiming to revolutionize India’s entertainment landscape. This collaboration brings Sri Adhikari Brothers’ diverse and premium content to Prasar Bharati’s OTT platform WAVES and its linear television channels, promising enriched viewing experiences for audiences nationwide.
As part of the agreement, popular channels from Sri Adhikari Brothers—including Mastiii, Dabangg, and Maiboli—will now be available on WAVES, enhancing its robust content library. This move positions WAVES as a dynamic platform catering to a wide demographic with varied entertainment preferences. The alliance also includes plans to co-develop fresh and innovative content tailored to modern audiences.
Reflecting on this collaboration, Markand Adhikari, Chairman Emeritus of Sri Adhikari Brothers, 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. 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.”
The partnership represents a confluence of two iconic media institutions, blending Doordarshan’s legacy with Sri Adhikari Brothers’ innovative approach, creating culturally rooted, family-oriented, and youth-driven programming.
This collaboration signifies a pivotal step in enriching India’s digital and broadcast entertainment space, bringing generations together through engaging and high-quality content.
