Artificial Intelligence (AI) is transforming the media industry at an unprecedented pace, much like the revolutions brought about by the printing press and the internet. As AI evolves, it offers tools that enhance content creation, audience targeting, and analytics. However, these advancements are also posing significant challenges to traditional media organizations. Partho Dasgupta, former CEO of BARC India and current Managing Partner at Thoth Advisors, reflects on the impact of AI, cautioning that while innovation is vital, it could also dismantle the media’s core principles.
Dasgupta highlights that AI has revolutionized the way content is produced. With the capability to generate articles instantly and tailor content to individual preferences, AI is a boon for efficiency. “AI can churn out news reports faster than a journalist can grab their morning coffee,” he quips, underscoring how conventional media workflows are being replaced by automation. While this speeds up production, it also pressures journalists and media houses to keep pace or risk falling behind.
However, the media’s increasing reliance on tech giants like Google and Meta raises concerns about control and fairness. Google’s near-monopoly—commanding over 94% of India’s search engine market—shapes how content is discovered and distributed. “Google controls what users see, often prioritizing advertisements and affiliate links over meaningful content,” Dasgupta explains. As a result, smaller content creators find it increasingly difficult to gain visibility, while news organizations become overly dependent on Google’s algorithms to attract traffic.
This dependency has significant financial implications. With traditional revenue streams from print media drying up, media outlets now rely heavily on digital advertising—a model dominated by Google. But as Dasgupta warns, “This over-reliance on Google compromises the integrity of journalism. Important stories often get buried beneath sponsored content, driven by the pursuit of ad revenue.”
The Competition Commission of India (CCI) has taken steps to address Google’s anti-competitive practices, but challenges remain. Dasgupta stresses the need for indigenous platforms to safeguard the future of Indian media. “Without building our own platforms, we surrender our autonomy to foreign tech giants. The media landscape must evolve on our terms, not theirs.”
Meta’s changing priorities add another layer of complexity. Facebook’s retreat from promoting news content has left publishers scrambling to find new ways to reach audiences. As social media platforms distance themselves from news, concerns about misinformation and content quality grow, leaving publishers in a precarious position.
Looking ahead, the media industry faces a delicate balancing act. On one side is the promise of AI, offering new opportunities for innovation and growth. On the other side is the challenge of maintaining editorial independence in a digital environment controlled by tech giants. Dasgupta concludes, “The future lies in striking the right balance between leveraging AI and ensuring media remains a force for truth and accountability.”
For Indian media to thrive in this new era, it must not only adapt but also take active steps toward independence. Developing homegrown platforms, diversifying revenue streams, and fostering transparency will be critical in navigating the disruptions caused by AI and tech monopolies.
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