<span style="color: #222222;">Prasar Bharati CEO Shashi Shekhar Vempati today said, the bar for content in media should be set high.<br />'' <br />'' Speaking at the CII Big Picture Summit being held in New Delhi, Mr Vempati said, Indian content has gone high, but the bar must be set higher. He also said that a global digital ecosystem must be created.<br />'' <br />'' Mr Vempati hoped that more ideas will be generated during the two-day Summit on how media and entertainment sector can be transformed in the coming decade.<br />'' <br />'' Speaking on the occasion, Secretary, Information and Broadcasting Ministry, Amit Khare said the sector is moving to a system where the government is playing the role of facilitator.<br />'' <br />'' He said all permission will be given through single window system.</span>