Kamal Ghorui
Prasoon Joshi appointed Chairman of Prasar Bharati. The celebrated lyricist and writer will now lead India’s public broadcasting system, including Doordarshan and All India Radio.
NEW DELHI: The Centre on Saturday appointed noted lyricist and communications expert Prasoon Joshi as chairman of Prasar Bharati, filling a key vacancy at the public broadcaster that has been without a full-time head since December.Joshi, who is currently chairperson of the Central Board of Film Certification, brings with him decades of experience across advertising, cinema, literature and public communication. His appointment comes at a time when the national broadcaster is navigating a rapid shift towards digital platforms and evolving audience preferences.Union information and broadcasting minister Ashwini Vaishnaw described Joshi as a “rare creative spirit”, expressing confidence that his leadership would infuse “renewed energy, deeper purpose and a fresh creative voice” into the organisation.The post had been vacant since the resignation of former IAS officer Navneet Kumar Sehgal in December last year.An award-winning lyricist and advertising professional, Joshi has led major global campaigns and previously served as CEO of McCann World Group India and chairman for Asia Pacific. His tenure at the film certification body since 2017 has been marked by what officials described as a “balanced approach” between creative expression and regulatory oversight.Set up under the Prasar Bharati Act, 1990, the autonomous broadcaster oversees All India Radio and Doordarshan, which together form one of the country’s largest media networks with extensive reach across television, radio and digital platforms.Officials said Joshi’s experience in storytelling and mass communication is expected to help reposition public broadcasting in an increasingly competitive and technology-driven media landscape, with a sharper focus on content innovation and audience engagement.
