Prasar Bharati, India’s public broadcaster, has entered a strategic partnership with Sri Adhikari Brothers Digital Network to enhance its content offerings across its OTT platform WAVES and linear television channels.
As part of the agreement, Sri Adhikari Brothers’ popular broadcast channels – Mastiii, Dabangg, and Maiboli will be integrated into the WAVES platform, broadening their accessibility and viewership. Additionally, the partnership will focus on co-developing new, engaging content that aligns with evolving viewer preferences.
Markand Adhikari, chairman emeritus of Sri Adhikari Brothers Network, said, “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, said, “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.”
