Artificial Intelligence (AI) is reshaping the media industry, driving changes as profound as the printing press and the internet once did. These earlier technological breakthroughs disrupted how information was shared, consumed, and monetized. Similarly, AI is now revolutionizing content creation, consumption, and distribution, forcing traditional media organizations to either adapt or face obsolescence. Partho Dasgupta, former CEO of BARC India and Managing Partner at Thoth Advisors, sheds light on how AI is fundamentally altering the media ecosystem in India and beyond.
The AI-Driven Disruption of the Media Industry
AI’s Transformative Impact on Content Creation and Consumption
AI is not merely enhancing media operations—it is dismantling established norms. Dasgupta explains that AI has become an aggressive disruptor, rapidly changing how content is generated and distributed. One of the biggest advantages of AI is its ability to automate tasks that previously required human intervention. For example, AI tools can now create articles, social media posts, and even entire video summaries within seconds. Partho Dasgupta humorously remarks, “AI-generated content can produce news faster than a journalist can grab their morning coffee,” emphasizing the speed and efficiency that AI brings to content production.
This automation offers opportunities for media companies to meet audience demand for real-time updates and personalized content. AI algorithms analyze viewer behavior and preferences, tailoring news feeds and recommendations to individual users. Streaming platforms and digital news outlets are already employing AI to ensure their content reaches the right audiences at the right time. However, while this personalization enhances user engagement, it also pressures traditional newsrooms to adapt to the fast-paced digital environment.
Traditional Media Under Pressure
The disruption caused by AI has not only altered how content is produced but has also affected how media companies generate revenue. With print media in decline and subscription models facing stiff competition, traditional outlets increasingly depend on digital advertising to sustain operations. However, this dependence exposes them to the influence of tech giants like Google and Meta, who control a significant share of the online advertising market.
Google’s dominance in search and digital advertising has become a major hurdle for smaller media companies. The tech giant commands a staggering 94.19% market share in India, making it the primary gateway for online content discovery. Search engine algorithms largely dictate which news stories and articles receive visibility, which can disadvantage independent creators or niche outlets that lack the resources to optimize their content for search engines.
“Unless India develops its own platforms, the media will remain dependent on these tech giants, limiting its ability to operate independently and innovate freely,” warns Partho Dasgupta. He highlights the risk of over-reliance on global platforms, as their algorithmic changes and shifting business strategies could directly impact the sustainability of Indian media outlets.
Google and Meta: Gatekeepers of Information
Dasgupta also draws attention to how Google and Meta (formerly Facebook) act as gatekeepers, shaping the way information is accessed and shared. In the digital age, these companies control much of the internet’s traffic flow, making them indispensable for media organizations. However, this dependency creates a precarious situation where tech giants can influence the reach and visibility of news content through their algorithms. Google, in particular, has faced scrutiny for prioritizing paid advertisements and affiliate links over organic search results. As a result, important news stories often get buried beneath layers of sponsored content, raising concerns about the quality of information available to the public.
Meta’s shifting focus also presents challenges for media organizations. In recent years, Meta has de-emphasized news content on its platforms, reducing the referral traffic that many publishers once relied on. This shift has forced media companies to explore new strategies for audience engagement and revenue generation, further complicating the already challenging digital landscape.
Navigating the Future: The Need for Indigenous Platforms
Dasgupta stresses the importance of developing indigenous digital platforms to reduce the media industry’s reliance on foreign tech companies. Without homegrown alternatives, Indian media outlets risk losing control over how their content is distributed and monetized. “If we fail to develop our search engines, we risk becoming mere spectators in a game controlled by tech giants, where their changes dictate not only how information is accessed but also how media operates in India,” warns Dasgupta.
The Competition Commission of India (CCI) has already taken steps to address some of these challenges by penalizing Google for anti-competitive practices, such as mandating the pre-installation of its services on Android devices. However, regulation alone may not be enough to counter the influence of tech giants. Building competitive alternatives and fostering innovation within India’s tech ecosystem will be crucial for the media industry to regain some autonomy.
Balancing Innovation with Independence
AI offers exciting possibilities for transforming the media landscape, but it also brings significant challenges. As Dasgupta points out, AI can enhance content production and improve audience targeting, but it also threatens traditional journalism by replacing certain roles and processes. Moreover, the growing dominance of platforms like Google and Meta raises questions about competition, transparency, and control over information dissemination.
Ultimately, the future of the Indian media industry will depend on its ability to strike a balance between leveraging AI technologies and maintaining editorial independence. Media companies must adopt AI-driven tools to stay relevant in a digital-first world while simultaneously advocating for fairer practices from tech giants. Partho Dasgupta believes that collaboration between stakeholders—journalists, tech developers, regulators, and advertisers—will be key to shaping a sustainable media ecosystem.
Conclusion
Artificial Intelligence is driving a seismic shift in the media industry, much like the printing press and the internet did in their time. As Partho Dasgupta highlights, AI is revolutionizing both content creation and consumption, leaving traditional media organizations with no choice but to innovate or risk extinction. However, the growing influence of tech giants like Google and Meta adds another layer of complexity to the equation.
To thrive in this new era, India must not only embrace AI but also develop indigenous platforms that allow its media ecosystem to operate independently and sustainably. The media landscape is at a critical juncture, and the actions taken now will determine whether India’s information ecosystem can withstand the disruption and emerge stronger—or remain at the mercy of external forces.
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