Garhwal Post Bureau
NEW DELHI, 2 Apr: The Ministry of Information and Broadcasting has appointed noted lyricist, writer and communications expert Prasoon Joshi as the Chairman of Prasar Bharati, India’s public service broadcaster, in a move that is expected to infuse fresh creative energy into the organisation in times of rapid transformation in the media landscape.
Joshi is widely regarded as a distinguished creative professional with extensive contributions across literature, advertising, cinema and public communication. Known for his evocative writing and strong cultural sensibility, he has played a notable role in shaping contemporary Indian media narratives. His body of work spans acclaimed film lyrics, high-impact advertising campaigns and socially resonant storytelling that has connected with diverse audiences across the country.
Welcoming the appointment, Union Minister of Information and Broadcasting Ashwini Vaishnaw described Joshi as a rare creative force whose work has earned global recognition across multiple domains. He said Joshi’s vision reflects the enduring essence of Indian culture and expressed confidence that under his leadership, Prasar Bharati would witness renewed energy, a deeper sense of purpose and a fresh creative voice, adding that the government looks forward to a meaningful and memorable tenure.
Prior to this role, Joshi served as Chairperson of the Central Board of Film Certification since August 2017, where he was associated with efforts to strengthen film certification processes while maintaining engagement with stakeholders from across the film industry. His tenure was marked by an attempt to balance creative expression with regulatory responsibilities. Earlier, he held key leadership positions in the global advertising sector, including as Chief Executive Officer of McCann World Group India and Chairman of McCann World Group Asia Pacific, a subsidiary of McCann Erickson. He has also been serving as a Trustee of the Indira Gandhi National Centre for the Arts since 2016.
With his wide-ranging experience in creative industries and public communication, Joshi is expected to bring a distinct perspective to the leadership of Prasar Bharati as the public broadcaster adapts to evolving audience expectations and technological shifts, particularly in the digital domain.
Established under the Prasar Bharati (Broadcasting Corporation of India) Act, 1990 and operational since 1997, Prasar Bharati functions as India’s statutory autonomous public service broadcaster. It comprises All India Radio, one of the largest radio networks in the world reaching millions across urban and rural India in multiple languages and dialects, and Doordarshan, the national television broadcaster offering a wide spectrum of programming including news, education, entertainment and cultural content. The organisation has also launched its Waves OTT platform to strengthen free-to-air digital broadcasting in line with its public service mandate.
Prasar Bharati continues to play a crucial role in disseminating information, promoting national integration, preserving cultural heritage and ensuring access to credible broadcasting services across the country. With an expanding terrestrial and digital footprint, it is steadily enhancing its reach through digital platforms, direct-to-home services and archival initiatives, positioning itself to remain relevant in an increasingly competitive and technology-driven media environment.
