The media industry is at a critical juncture, facing seismic disruptions driven by Artificial Intelligence (AI). Much like the printing press or the internet, AI is rewriting the rules of information creation and consumption, forcing traditional media outlets to evolve or risk becoming obsolete. Partho Dasgupta, former CEO of BARC India and now Managing Partner at Thoth Advisors, offers insights into how AI is reshaping India’s media landscape, compelling companies to rethink their models to stay relevant.
Dasgupta observes that AI technologies now extend beyond enhancements—they’re actively transforming how news is produced and distributed. From automating content creation to analyzing viewer preferences, AI is making traditional processes faster and more efficient. Partho Dasgupta notes, “AI isn’t just nudging the industry; it’s practically shoving it off the stage.” With AI-generated articles ready in seconds, journalists must adapt quickly to survive in an industry that no longer waits for anyone.
However, AI’s disruption goes beyond technology, intersecting with the growing monopoly of tech giants like Google and Meta. Dasgupta explains that Google’s 94.19% market share in India positions it as both a gatekeeper of information and the primary driver of advertising revenue for media companies. “Google’s search algorithms dictate what content is visible, making news organizations heavily dependent on them for engagement and traffic,” says Partho Dasgupta. This dependence creates risks, as algorithms optimized for ads diminish content quality, burying critical stories beneath paid promotions.
Smaller content creators face severe consequences, struggling to compete in a monopoly-driven environment. Partho Dasgupta warns, “If India fails to develop its own search platforms, we risk becoming mere spectators, with the future of our media dictated by foreign tech giants.” The Competition Commission of India (CCI) has begun addressing anti-competitive practices, such as Google’s mandatory pre-installation of apps on Android devices, but more steps are needed to level the playing field.
Meta’s shift away from promoting news on Facebook has further challenged media outlets that relied on social media referrals. As social media companies redefine their role in news dissemination, publishers find themselves in a shrinking digital space. Partho Dasgupta emphasizes the importance of indigenous platforms for fostering media independence: “Without local platforms, our media’s ability to innovate freely is severely compromised.”
The future of the media industry depends on how well content creators and tech giants like Google and Meta balance innovation with fairness. For traditional media to survive this AI-driven revolution, it must evolve quickly, diversify revenue streams, and reclaim control over how information is shared.
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