Prasar Bharati invites e-tenders for marketing and PR agency for its upcoming OTT platform

Prasar Bharati is gearing up for the launch of its Over-The-Top (OTT) platform, and in preparation, the public service broadcaster has initiated the process of selecting a multi-media agency through e-tenders. The tender invitations, based on DAVP rates, encompass marketing and PR activities for the pre-launch, launch, and post-launch phases of the OTT platform. 

The estimated cost of the tender is set at Rs 20 crore, with bids scheduled to open on December 22, 2023, at 13:00 hrs. The validity of the tender extends for 120 days from the opening of the technical bid, and the selected agency is required to provide a bank guarantee of Rs 15 lakh.

Doordarshan’s content repository will play a crucial role in populating the OTT platform, with prospective content purchases starting with a minimum sales guarantee of Rs 5 crore for the inaugural year. Notably, the tender document allows for the consideration of multiple agencies for nationwide sales promotions, provided they accept the quoted percentage of sales commission by the highest-ranked agency.

Prasar Bharati has outlined a comprehensive scope of work for the selected agency, covering communication strategy formulation, 360-degree media campaign implementation, overall branding of the OTT app across all mediums, and Information, Education, and Communication (IEC) initiatives. The agency is expected to conceptualize and develop messaging materials across different media, design print materials for various purposes, and create IEC materials for outdoor activities and social media.

The agency will also be responsible for developing advertisements, curtain raisers, press releases, articles, and briefs for magazines and newspapers. Additionally, it will conceptualise and design non-traditional and attractive merchandise tailored to different audiences. Advising Prasar Bharati on appropriate media options and formats, conceptualizing and conducting events and launches, and conducting research-related activities to capture market and consumer trends are among the key responsibilities outlined for the agency.

Further tasks include mapping important Key Opinion Leaders (KOL) across Media & Entertainment (M&E) trade, Thought Leadership on the M&E industry centred around the PB OTT platform, and press release dissemination in 100 Tier I, Tier II, and Tier III cities and towns in 18 languages. The agency is also expected to engage with social media influencers, work on content seeding and amplification from Prasar Bharati OTT handles and pages, and provide post-evaluation reports for OTT plans.

As Prasar Bharati prepares to make its mark in the competitive OTT landscape, the selection of a capable multi-media agency is poised to play a crucial role in ensuring a successful launch, shaping the narrative and sustained engagement with the audience.