India’s Mahabharat Returns via Television-OTT Hybrid Model, Signaling New Era of Convergence

New Delhi / Pan-India, October 2025 — India’s television and OTT ecosystems are merging. The launch strategy for the new Mahabharat series exemplifies this trend. It combines digital streaming and broadcast television in a groundbreaking rollout.

The Mahabharat reboot, featuring advanced AI visual effects, will have its exclusive digital premiere on WAVES OTT on 25 October 2025. Following this, it will air on Doordarshan every Sunday at 11:00 AM, starting 2 November. This dual rollout ensures broad access. Viewers with traditional TVs and those on digital platforms can both enjoy it.

Broadcast + OTT: A Deliberate Strategy

This model merges the public broadcaster’s reach with OTT’s on-demand flexibility. Doordarshan's presence in rural areas is unmatched. Meanwhile, WAVES OTT targets younger, urban, and international audiences. By launching digitally first, Mahabharat generates early buzz and engages online communities. It then sustains viewership through traditional TV.

The production was led by Collective Media Network, who describe the series as a “groundbreaking AI-led reimagination of India’s most celebrated epic.” The creative team aims to blend cinematic spectacle with cultural heritage. They modernize while preserving the original grandeur.

Broader Convergence Trends & Industry Response

Media analysts view this hybrid model as a blueprint for future content. It’s not just for mythological epics but for any high-profile show seeking mass reach. OTT platforms are becoming the default for younger viewers, while traditional television still dominates mass markets. Convergence is now essential.

Television networks are exploring deals to embed OTT apps, micro-broadcast windows, or partnerships with streaming platforms. The Mahabharat model proves that simultaneous or staggered dual-platform premieres can maximize engagement and reach.

Challenges Ahead

Despite the promise, challenges remain. Monetization across platforms must be balanced. Ad revenue, digital subscriptions, and licensing rights need alignment. Production teams must also ensure content works across different viewing modes. Think about 30-second TV ad breaks versus binge-watching on OTT.

The Future of Content Consumption

As we look ahead, the landscape of content consumption is changing. The Mahabharat strategy signals a shift. It shows that India’s legacy television is adapting to digital disruptions rather than being replaced. This approach respects the strengths of both formats. It leverages cultural scale and points toward a future where major content launches occur across platforms.

Conclusion

The return of Mahabharat through a calculated TV-OTT convergence is a significant moment. It highlights the evolving nature of content delivery in India. This strategy not only embraces the strengths of both television and digital platforms but also sets a precedent for future collaborations.

In this fast-paced digital age, the blending of traditional and modern media is crucial. It allows for richer storytelling and broader audience engagement. As we move forward, I believe we will see more innovative strategies like this one, shaping the future of entertainment.

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SRESTHA ROY - AUTHOR

Srestha is a film writer who explores cinema through sharp reviews, insightful news, and in-depth features. From the magic of the big screen to behind-the-scenes stories, she brings readers closer to the art and industry of film.