Prasar Bharati partners IIT Kanpur to test mobile broadcasting

Prasar Bharati has tied up with IIT Kanpur to test the possibility of mobile broadcasting. This will enable people to watch live telecasting of content by the pubcaster, Prasar Bharati CEO Shashi Shekhar Vempati said at the 10th edition of CII Big Picture Summit.

He said that the public broadcaster is not disconnect from the winds of changes. “We are trying to be part of this transformation in the MeE sector. Digitalisation is happening. Every DD channel has now a digital presence and is live streaming on social media and app. You can listen to the radio app wherever you are in the world,” he said, adding that the radio app is getting tremendous traction.

He informed that in order to make content more accessible, Prasar Bharati is collaborating with IIT for developing algorithms for creating the same content for multiple platforms, in multiple languages through AI.

He stressed about convergence across TV and Radio. He pointed out that Prime Minister Narendra Modi's 'Mann Ki Baat' is the first radio programme which has a visual presence. He said radio programmes are being visually enriched. There is convergence of radio and TV content through technology.

He also revealed that efforts have been underway to make use of the treasure-trove of archives with All India Radio. AIR has a long history with the record of several historical events. For example, AIR has the archive of JRD Tata speaking about Air India. “We create the intellectual capital. Not just content. We also make underlying tech which will power innovation.”
He said the pubcaster is scaling new heights in content and creativity through the conversion of archival footage. He also informed that Prasar Bharati is open to the idea of partnering with private broadcasters in innovation and creativity to create the intellectual capital in India.

“It is important that we don't just make content in India for the world, but we also make the underlying technology for the world which will power this content innovation," he added.

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