MUMBAI: From Agra expressways to All India Radio, Navneet Sehgal’s media journey has had one goal, reaching Bharat, better. At the latest edition of IAA Conversations, hosted by the India Chapter of the International Advertising Association (IAA) in partnership with The Free Press Journal, the spotlight fell on Prasar Bharati, chairman Navneet Kumar Sehgal in an engaging tête-à-tête with Groupm COO for South Asia Ashwin Padmanabhan.
Held at Mumbai’s Taj Lands End, the session welcomed a full house of brand custodians, agency leaders, and media professionals, reflecting the industry’s growing interest in public service media’s evolution.
IAA India chapter president Abhishek Karnani kicked off the evening by reaffirming the IAA’s 2025 focus “Conversations, Skilling, and Artificial Intelligence” as tools to futureproof the communication ecosystem.
Described as a legacy administrator with a media mission, Sehgal spoke candidly about navigating the dual identity of Prasar Bharati, a half-government, half-autonomous behemoth with unmatched rural reach and new-age ambitions.
“With over 1000 transmitters, 36 plus TV channels, and 58 radio stations, our footprint is vast. But our challenge now is agility and relevance,” Sehgal said.
Some of the initiatives he outlined include, Building a robust OTT platform that unifies live TV, radio, e-commerce, and digital-first content. Launching direct-to-mobile TV broadcasting that bypasses internet requirements. Investing in creator and youth ecosystems through initiatives like Waves, a content summit kickstarted by the prime minister.
Ashwin Padmanabhan noted that under Sehgal’s leadership, Prasar Bharati had become remarkably collaborative, inviting participation from advertisers, influencers, and platforms alike.
“This is not a closed-door legacy broadcaster anymore,” he said. “It’s a space where creators can experiment, and brands can build authentic Tier 2 and Tier 3 engagement.”
Sehgal recounted a memorable storytelling project with Big FM and Nilesh Mishra that used emotion, not explanation, to communicate government schemes. “A good ad commercial or social moves people to act. That’s the power of public storytelling,” he said.
He emphasised that while public service media often carries the weight of bureaucracy, its evolution must be people-first. “We are not just public. We are people-first. And to stay people-first, we must constantly innovate.”
The evening closed on a high note, with warm appreciation from the audience, which included advertising veterans, brand marketers, and digital leaders. Special thanks were extended to the IAA team, including Rahul and Heta, for curating a conversation that was more than just a fireside chat, it was a call to reimagine public media for a new India.
As Sehgal quipped with a smile, “Legacy is not a burden, it’s the launchpad.”
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