Prasoon Joshi, chairperson, Omnicom Advertising Group India, was appointed as chairperson, Prasar Bharati, earlier this month, as he aims to create more relevance and contemporise the public broadcaster.

Speaking with Manifest, he stated, “I always want to do things that help me extend my zone of experience. I have been on various boards and places where I can apply my learnings for the public good. The Prasar Bharati role is about connecting with a larger India, learning new things after three decades in the industry. I want to bring global expertise and brand-building narratives to Prasar Bharati.”

He added, “I’m always looking for fresher experiences. These experiences help teach me new things. Unless one does new things, that extension is not possible. I have worked in cinema, written songs, and done stuff in the public-private space too. Culture and content are great subjects for me, and I will focus on them to learn more.”

On the topic of Goafest and what brings him to the event, he said, “The main reason is to connect with the industry on a personal and professional level. Most of us stay in the same city (Mumbai) but don’t catch up. But here in Goa, we sit together, laugh and discuss the industry.”

On the professional front, Joshi stated that the industry is coming together to determine where it is headed.

“New models are emerging. Consolidation is happening. We are seeing fragmented media spending. We want to keep brands at the centre and see how we can grow them during this time. There are so many stakeholders in the ecosystem that include influencers and, obviously seeing the impact of AI. It’s a complex relationship, and it’s about now losing the picture, which is about making brands grow,” he concluded.