Shashi Shekhar Vempati, former CEO of Prasar Bharati, has been appointed to the Business Advisory Council of the Advanced Television Systems Committee (ATSC) Board.

ATSC is a global body that sets broadcast standards. Its new standard, ATSC 3.0 (also known as NextGen TV), is designed to enhance over-the-air TV with improved video quality, interactive features, and internet integration. It supports 4K Ultra HD, better sound, mobile device compatibility, and more efficient use of broadcast spectrum.

Utilising his experience in media and technology, Vempati will bring India’s expertise to the development of ATSC 3.0 and guide the intersection of business strategies and technical advancements.

His appointment comes at a time when India is exploring Direct-to-Mobile (D2M) broadcasting, which uses ATSC 3.0 to deliver multimedia content to even the most remote areas.

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The technology used in ATSC 3.0 aligns with Prime Minister Narendra Modi’s ‘Digital India’ vision to provide better digital access for education, inclusion, and disaster management.

Vempati was the CEO of Prasar Bharati, India’s public broadcasting agency, from 2017 to 2022. During his stint, he helped modernise the organisation by bringing in digital transformation and increasing the reach of India’s broadcasting. His background lies in engineering and technology, and has previous experience working for Infosys.