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Creativity is the next wave of change: Vempati

Press Trust of India  |  New Delhi 

Creativity will be the next wave of change in and needs to rise up to the occasion in creating creative content for the world, Prasar Bharati CEO Shashi S Vempati said today.

Speaking at an event organised by Foundation here, he stated was "uniquely poised" to become a leader of the creative economy.


The country has the talent pool, apart from being the 'youngest and largest' democracy with freedom of expression which will "normally not like" in Indian lifestyle, he said.

He also listed out certain "trends" in the like Chinese manufacturing capabilities and supply chain efficiency that are said to have brought down the costs, apart from 'e-commerce wave' and 'wave'.

"I feel that the next wave of change will be creativity. Algorithm could only get you this far. The cutting edge in the will come from creativity...We have to rise up to the occasion," the technocrat said.

Underlining the country's "rich history" in creativity, the Prasar Bharati CEO said has been successful in introducing many things to the world over the centuries like Sanskrit language, Yoga etc.

He said even as the US and moved ahead on artificial intelligence and automation, should focus on creating the future with creativity.

"What will make the difference will be creativity, engineering of human mind. So we may not be able to catch up with on artificial intelligence or the automation part, but let us create the future with creativity," he asserted.

Vempati also had a word of praise for highest grossing Indian films "Baahubali" and "Dangal".

"The films proved that Indian creativity has a global market with their stupendous success in foreign countries. Thus, we do not have to limit our aspirations," he said.

"Do not limit the thought process in creating for I think we should think beyond that. Create in for the rest of the world," he said.

Stressing on the "huge market for creativity", the Prasar Bharati CEO said three to four free-to-air Doordarshan channels feature among the top ten channels in the country, adding that the DD channels have more viewership than other flagship channels.

He also noted that Doordarshan had the largest audience of English television

Vempati added that the real potential for creative content was in rural India, especially in regional languages.

(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)

First Published: Tue, August 08 2017. 17:22 IST
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