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As a young technocrat Badri Prasad joined the broadcast and professional video equipment industry in the early years of the medium. It is said - laconically, but very truly - that only Badri Prasad knows which cable goes where in the maze of ABCL's technical systems.

A professional with 20 years of varied experience in the broadcast and professional video equipment industry and in film post-production, Prasad set up seven TV channels for media major ETV before joining ABCL, and proceeded to rig up operations for TV9 Karnataka and TV9 Ahmedabad. In a widely flung company like ABCL, ensuring compatibility between equipment systems and facilitating ease of use is a challenge. Prasad meets it every day and keeps ABCL ticking.