MUMBAI: Doordarshan under the new Prasar Bharati CEO Shashi Shekhar Vempati is expected to scale new heights.

He has some plans up his sleeve. When they are done with restoring the glory of AIR and DD by 2022, other channels would look pale, he told OneIndia.

The DD network continued to have the widest reach across all channels. Vempati believes the reach was their strength and they would have to build on it to make a difference through creative use of content and innovative use of technology.

The CEO plans expand the reach and deepen DD's engagement in social media -- so that it is impactful and effective, as a first priority.

Vempati plans to restore trust in the Prasar Bharati ecosystem across all their stakeholders, especially their external partners and internal.

The CEO finds it unfortunate that several critical issues had not been addressed resulting in a trust deficit and unnecessary litigation. Vempati plans work closely with all of the Prasar stakeholders to restore trust in their operations, policies and transactions.

Nostalgia about DD, the new CEO believes, was the starting point for building "Brand Loyalty." However, to attract and retain viewers, they had to go far beyond nostalgia. He believes they would have to capture the imagination of India's youth, engage them with compelling content, and become a significant part of their everyday life.

DD had the responsibility to reflect Indian values, Indian ethos, and the aspirations of a billion plus people. The world deserves to be told the India experience and the India story. The globe, Vempati believes, also needs to hear out to India's perspective on global events and shifts in geo-politics.