This strikes me as the "most correct" answer, but it would be better if it showed OP enough context to see it working as a single compound command. IOW wrapped in either curly braces for redirection or $() for capturing.
asterisk -rx "core show calls" | grep "active" | cut -d' ' -f1 | sed 's/^/0:/g'
by ^ in regular expression you indicate to put 0: in the beginning. You can add any text this way. Also you can add it in any other place inside a string, not only in the beginning.