Meet Prasoon Joshi, India's newest public broadcasting bigwig. On Saturday, the government named him the chairman of Prasar Bharati, the country's public broadcaster. This is a big deal, especially since Joshi comes from a background of advertising, cinema, and literature. He's worked on some of the biggest campaigns in India, and people really respect his creative skills.

But why is Joshi's appointment so important? Well, Prasar Bharati is going through a tough time. The way people watch TV and listen to the radio is changing fast, and the broadcaster needs to adapt quickly. Joshi's job will be to figure out how to make Prasar Bharati relevant in this new world. And he's got the skills to do it.

Joshi has a long track record of success. He's worked with some of the biggest brands in the world, and he's been the boss of some of the biggest advertising companies in Asia. And when he's not working on adverts, he's a talented lyricist who's written songs for Bollywood movies. He's also been in charge of the Central Board of Film Certification for the past four years, which is like being the gatekeeper of Indian cinema.

So, what can we expect from Joshi's leadership? His fans say he's a "rare creative spirit" who will bring "renewed energy" and a "fresh voice" to Prasar Bharati. That sounds like a lot of pressure, but Joshi has a reputation for being a good leader who can balance creativity with responsibility. We're excited to see what he does next.

Joshi takes over at a time when the public broadcaster is trying to figure out how to reach a new generation of viewers. The old ways of broadcasting just don't work anymore, and Joshi's job will be to find new ways to make Prasar Bharati relevant in the 21st century.