Charu Malhotra, Co-founder & Managing Director, Primus Partners, shares her view on Prasar Bharati’s strategic move to syndicate content on multiple OTT platforms. She highlights that syndicating content helps creators and rights holders expand their reach, enhance visibility, and engage diverse audiences. She highlights that in a market like India, where content consumption varies by region, language, and affordability, wider distribution ensures accessibility across different viewer segments. This model not only maximizes engagement but also drives monetization through advertising and licensing fees, reducing dependence on a single platform.