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We have not exploited our potential to the fullest -Shashi Shekhar Vempati, CEO, Prasar Bharati
It has been just about a month since Shashi Shekhar Vempati took over as the new Chief Executive Officer of Prasar Bharati. He has inherited an organisation that is beset with myriad challenges, including the mammoth task of making it relevant to the demands of the digital era. A technocrat to the core, Vempati has his game-plan chalked out for the next five years, which includes making Doordarshan (DD) and All India Radio (AIR) globally respected brands and transforming Prasar Bharati to a 21st century organisation that is commercially viable and technically relevant with a contemporary work culture in place. Excerpts:
Prasar Bharati is one of the largest media organisations and yet it has never been able to leverage this position, how are you planning to make it more contemporary and more market friendly?
If you look at the history of Prasar Bharati, it was created as a public broadcaster, as a statutory body and not as a corporation under the Companies Act. And then Doordarshan (DD) and All India Radio (AIR) were brought into its fold.
Over the last two decades, there are a lot of areas where modernisation should have happened; unfortunately it did not happen for various reasons. The pressing need is to make this as a corporate for the 21st century and transform it into a media organisation that operates in this digital era with modern practices. So the vision is largely about how do we make it 21st century media organisation, how do we bring in modern corporate practices, how to bring technology into all aspects of the organisation and be ready for the digital era both domestically and globally. We are the largest democracy and the youngest democracy with a billion people, but we do not have a strong global voice. So we need to create that just like the BBC, Aljazeera or Russia Today.
Find more on......
We have not exploited our potential to the fullest -Shashi Shekhar Vempati, CEO, Prasar Bharati
It has been just about a month since Shashi Shekhar Vempati took over as the new Chief Executive Officer of Prasar Bharati. He has inherited an organisation that is beset with myriad challenges, including the mammoth task of making it relevant to the demands of the digital era. A technocrat to the core, Vempati has his game-plan chalked out for the next five years, which includes making Doordarshan (DD) and All India Radio (AIR) globally respected brands and transforming Prasar Bharati to a 21st century organisation that is commercially viable and technically relevant with a contemporary work culture in place. Excerpts:
Prasar Bharati is one of the largest media organisations and yet it has never been able to leverage this position, how are you planning to make it more contemporary and more market friendly?
If you look at the history of Prasar Bharati, it was created as a public broadcaster, as a statutory body and not as a corporation under the Companies Act. And then Doordarshan (DD) and All India Radio (AIR) were brought into its fold.
Over the last two decades, there are a lot of areas where modernisation should have happened; unfortunately it did not happen for various reasons. The pressing need is to make this as a corporate for the 21st century and transform it into a media organisation that operates in this digital era with modern practices. So the vision is largely about how do we make it 21st century media organisation, how do we bring in modern corporate practices, how to bring technology into all aspects of the organisation and be ready for the digital era both domestically and globally. We are the largest democracy and the youngest democracy with a billion people, but we do not have a strong global voice. So we need to create that just like the BBC, Aljazeera or Russia Today.
Find more on......
We have not exploited our potential to the fullest -Shashi Shekhar Vempati, CEO, Prasar Bharati
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