DD, All India Radio plan digital drive to woo young audiences

Prasar Bharati will leverage latest digital technologies and improved social media practices to appeal to the country’s youth as it looks to catch up with private television and FM radio networks.

The public broadcaster will also upgrade its studios and networks, apart from creating appealing content for India’s young population, said its chief executive Shashi Shekhar Vempati.

“The vision going forward is: more digital, more IT savvy, and preparing for a big transition because a lot part of our workforce will retire in the next few years,” he said in an exclusive interaction with Financial Express Online.

“We have to prepare a completely new look Prasar Bharati… able to connect with the youth,” he added.