Prasoon Joshi Appointed Chairman of Prasar Bharati

The central government has officially appointed renowned adman, lyricist, and former Central Board of Film Certification (CBFC) chairperson Prasoon Joshi as the chairman of Prasar Bharati. The move comes as the public broadcaster looks to modernize its operations and expand its digital footprint across India.

Who is Prasoon Joshi?

Prasoon Joshi is a multi-hyphenate professional with over two decades of experience across advertising, film, and public policy roles. He is widely recognized for his creative contributions to Indian pop culture and brand building.

Key Professional Milestones

• CEO and CCO of McCann Worldgroup India, one of the country’s leading advertising agencies, leading campaigns for brands like Thums Up, Mastercard, and Coca-Cola.
• Acclaimed lyricist and screenwriter, with credits in blockbuster films such as Rang De Basanti, Taare Zameen Par, Bhaag Milkha Bhaag, and Neerja.
• Served as chairperson of the Central Board of Film Certification (CBFC) from 2017 to 2023, overseeing film certification reforms.
• Recipient of the Padma Shri (2023) and multiple Filmfare Awards for his lyrical work.

What is Prasar Bharati?

Established under the Prasar Bharati Act of 1990, Prasar Bharati is India’s largest public broadcasting agency, tasked with operating autonomous public service broadcasting across the country. It oversees two key verticals:

• Doordarshan (DD): India’s public television network, with over 30 channels in multiple languages.
• All India Radio (AIR): The world’s largest radio network, reaching over 99% of India’s population.

Its core mandate includes promoting Indian culture, providing impartial news, and ensuring accessible broadcasting for rural and marginalized communities.

Responsibilities of the Prasar Bharati Chairman

As the head of the governing body of Prasar Bharati, Joshi will lead strategic decision-making for the broadcaster. His key duties include:

• Formulating content policies that balance public interest, cultural preservation, and modern audience preferences.
• Overseeing the digital transformation of Doordarshan and AIR to compete with private OTT platforms and streaming services.
• Ensuring compliance with broadcasting regulations and maintaining editorial independence of public broadcasts.
• Driving regional content expansion to cater to India’s diverse linguistic demographics.
• Improving revenue generation models for the public broadcaster to reduce dependence on government grants.

Why This Appointment is Significant

Prasar Bharati has faced steady declines in viewership and listener base over the past decade, as private digital platforms and regional broadcasters capture larger audiences. Joshi’s unique blend of creative, corporate, and regulatory experience makes him a well-suited candidate to lead this turnaround.

Industry experts note his track record of creating mass-appeal content, coupled with his understanding of regulatory frameworks from his CBFC tenure, will help bridge the gap between traditional public broadcasting and modern audience expectations.

Key Focus Areas for His Tenure

Joshi is expected to serve a three-year term as Prasar Bharati chairman. Early reports suggest his priority areas will include:

• Launching new youth-centric content verticals across Doordarshan and AIR to engage younger demographics.
• Scaling up Prasar Bharati’s digital platforms, including DD Free Dish and the AIR mobile app, to boost reach.
• Strengthening regional language broadcasting to preserve local culture and improve accessibility in rural areas.
• Collaborating with independent creators and OTT platforms to expand content libraries for public audiences.

Conclusion

The appointment of Prasoon Joshi as Prasar Bharati chairman marks a strategic shift for India’s public broadcaster, bringing in creative leadership to modernize decades-old operations. Stakeholders across the media and advertising industries have welcomed the move, citing his ability to blend creative innovation with public policy goals. As he takes charge, all eyes will be on how he transforms Prasar Bharati into a relevant, competitive public broadcaster for the digital age.