PB CEO Shashi Shekhar Vempati at AIBD CEO Roundtable

Broadcasting is Now Digital

In this section, the speaker discusses how broadcasting has shifted to digital in India due to low data costs and massive video consumption.

Key Points:

• Broadcasting is now digital in India.

• Low data costs and massive video consumption are contributing factors to this shift.

• A lot of content is premiering on OTT first, and live sports are being actively bid for by OTT platforms.

• Broadcast content is available on digital platforms by default, and live news on YouTube has become commonplace.

• Prasad Bharti's digital viewership overtook linear viewership during the Republic Day parade, which was a tipping point for innovating for digital first.

Cloud-Based Media Operations

In this section, the speaker talks about the challenges posed by cloud-based media operations and the need to reimagine and reinvent broadcasting skills.

Key Points:

• Cloud-based media operations require new skill sets in broadcasting.

• Prasad Bharti has a cumulative digital subscriber base of over 20 million and reaches over 190 countries with more than 200 live streams TV radio put together available on a unique app.

• Prasad Bharti puts out digital content to the tune of about 800 to 1000 uploads cumulatively per quarter million a year.

• Cybersecurity is a new challenge that broadcasters face with cloud-based media operations.

• There is immense scope for convergence between traditional broadcasting and emerging technologies like 5G.

Direct Mobile Broadcasting

In this section, the speaker discusses how Prasad Bharti is actively looking at bringing broadcast content to smartphones directly and working with IIT Kanpur to develop new technologies.

Key Points:

• Prasad Bharti is actively looking at bringing broadcast content to smartphones directly.

• The cost of delivering broadcasts over traditional internet networks can be reduced by shifting or offloading traffic over to the broadcast network directly.

• Prasad Bharti is working with IIT Kanpur to develop new technologies for direct mobile broadcasting.

• The honorable Prime Minister Mr. Modi has given a clarion call for "Atmanar Bharbharat" (self-reliant India), where India develops many of these technologies indigenously.

The Future of Public Broadcasting

In this section, the speaker discusses the need for collaboration with the broadcast community to reimagine public broadcasting. They also highlight the relevance of traditional media and the importance of creating content that is future-ready.

Reimagining Public Broadcasting

• A study conducted by Oxford University found that public broadcasters like Aar News and DD News are rated highest in terms of trust.

• To make public broadcasting future-ready, new skill sets are needed, such as training content creators to think digital or mobile first.

• Content innovation is necessary, including formatting content to be mobile and digital ready.

• Convergence across TV and radio is happening, with a focus on creating content that can go on both platforms.

Creating Relevant Content

• To differentiate itself from other media sources, public broadcasting needs to create content with immense information value and knowledge value.

• The created content should have a long shelf life so it remains relevant digitally for years to come.

Challenges Faced by Broadcasters

• Broadcasters need to keep up with technology advancements by increasing their employees' learnability and adaptability to new technologies.

• Attention spans are decreasing due to an abundance of information available. Podcasting has a great future because it provides interesting podcasts with great information value.

Introduction

This section introduces the topic of discussion - "The Future of Public Broadcasting."