In a significant development for India’s public broadcasting landscape, acclaimed lyricist, advertising veteran, and Central Board of Film Certification (CBFC) chief Prasoon Joshi has been appointed as the Chairman of Prasar Bharati.

The appointment marks a notable transition as Joshi steps into a role that oversees India’s largest public service broadcaster, which operates Doordarshan and All India Radio. Known for his sharp creative instincts and deep understanding of Indian audiences, Joshi brings decades of experience in storytelling, branding, and mass communication.

Currently serving as the CEO of McCann Worldgroup India and Chairman for McCann Asia Pacific, Joshi has been one of the most influential figures in Indian advertising. He has also played a key role in shaping cinematic content as the CBFC chairperson, balancing regulatory responsibilities with creative sensibilities.

His elevation to Prasar Bharati comes at a time when the broadcaster is navigating a rapidly evolving media ecosystem, marked by digital disruption, OTT competition, and changing viewer habits. Industry observers expect Joshi’s creative leadership to potentially drive a renewed focus on content innovation, audience engagement, and modernization of public broadcasting.

While official details on his tenure and immediate priorities are yet to be fully outlined, the appointment signals the government’s intent to bring in a creative strategist to steer Prasar Bharati through its next phase.

Prasar Bharati, established under an Act of Parliament, plays a crucial role in delivering public service content across news, education, and entertainment to millions across the country. Joshi’s leadership is likely to be closely watched as the broadcaster looks to stay relevant in an increasingly competitive media environment.

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