The Ministry of Information and Broadcasting has appointed noted lyricist, writer and communications expert Prasoon Joshi as the Chairman of Prasar Bharati, according to an official statement. The appointment, in a rare move, places a prominent creative professional at the helm of India’s public service broadcaster.

Describing Joshi as a “distinguished creative professional,” the government highlighted his wide-ranging contributions across literature, advertising, cinema and public communication. Known for his “impactful writing and deep cultural sensibility,” he has played a significant role in shaping contemporary Indian media narratives and creating content that resonates with diverse audiences across the country, an official statement issued on May 2 stated.

Congratulating Joshi, Information and Broadcasting Minister Ashwini Vaishnaw said his appointment would bring a new creative impetus to the broadcaster. “Prasoon ji is a rare creative spirit… his heart beats unmistakably for India,” the Minister said, adding that under his leadership, Prasar Bharati would “discover renewed energy, deeper purpose, and a fresh creative voice.”

Prior to this role, Joshi has been serving as Chairperson of the Central Board of Film Certification (CBFC) since August 2017, where he contributed to strengthening certification processes while maintaining a balance between creative expression and regulatory responsibility.

His experience also includes leadership roles such as CEO of McCann World Group India and Chairman of McCann World Group Asia Pacific, reflecting his deep engagement with the creative and communications industries.

The government noted that Joshi’s extensive background in creative industries and public communication is expected to bring a unique perspective to Prasar Bharati at a time when public broadcasting is navigating rapid technological change and evolving audience expectations.

Established under the Prasar Bharati (Broadcasting Corporation of India) Act, 1990 and operational since 1997, Prasar Bharati is India’s statutory autonomous public broadcaster. It comprises Akashvani or All India Radio, one of the world’s largest radio networks, and Doordarshan, the national television broadcaster offering a wide range of programming including news, education and entertainment.

The organisation continues to expand its reach through terrestrial and digital platforms, including the Waves OTT platform aimed at strengthening free-to-air streaming services. The government statement underscored Prasar Bharati’s role in disseminating information, promoting national integration, preserving cultural heritage, and ensuring access to credible public broadcasting services across the country.