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illustration: Bing AITechnological advancements have long shaped various aspects of social and economic life, and the media industry is no exception. In India, these changes accelerated due to the pandemic, which demanded faster adoption of new technologies and a transition to digital platforms. Journalists, editors, and entire media teams had to adapt to remote work, utilizing new tools like data analysis, visualization, and artificial intelligence (AI).
The detailed findings are captured in a report by researchers Dipannita Das and Ashwani Kumar Upadhyaya, researchers from the Symbiosis Institute of Media & Communication, published in Nature Humanities and Social Sciences Communications.
The authors used a qualitative approach, drawing on Labor Process Theory to analyze the relationship between technology and capital in the context of occupational shifts. The study included semi-structured interviews with 30 journalists and editors from major English-language newspapers in India, such as The Hindu and Times of India.
During the study, 100% of respondents recognized acquiring new technological skills as essential. Skills like data analysis, multimedia production, and online content management have become critical to daily work.
One of the most significant outcomes of technological transformation in the media industry is the rise of data journalism. Statistical analysis and visualization allow journalists to present complex topics in a simpler, more accessible manner. For instance, Associated Press implemented AI tools that increased the number of quarterly reports from 300 to 3,700, significantly improving production efficiency.
Statistics Highlighting Transformation:
- Decline in newspaper circulation: 2% in 2020.
- Growth in online media consumption: 123% during the same period.
- Reduction in print advertising revenue: from $2.74 billion in 2018–2019 to $1.2 billion in 2019–2020.
New Roles for Journalists in the Digital Newsroom
The pandemic forced journalists to change their work methods. Their roles evolved from traditional reporting to creating multimedia content, interacting with audiences on social media platforms, and optimizing materials for search engines and social media algorithms.
One of the main challenges is versatility. Journalists must now act as writers, photographers, and video creators, requiring not only extensive technical skills but also the ability to manage multiple tasks efficiently. Data shows that 93% of respondents had to master new digital tools to meet the demands of the new reality.
Comparison of Journalistic Skills Before and After Technological Transformation
| Aspect | Traditional Journalist | Modern Journalist |
|---|---|---|
| Work Tools | Pen, typewriter | AI, digital platforms, apps |
| Core Skills | Writing and reporting | Data analysis, storytelling, SEO |
| Main Distribution Channels | Social media, websites |
Respondents emphasized that role changes required intensive training and continuous skill development. For instance, the ability to create videos and conduct live streams has become an essential part of daily work.
Challenges and New Business Models
The pandemic exposed the weaknesses of traditional print advertising-based revenue models. Print ad revenues in India plummeted, forcing publishers to seek new income sources. Subscription models, sponsored content, and online event organization have become essential elements of business strategies.
Data Illustrating Financial Challenges in the Sector:
- Paper costs increased by 20% in 2020.
- The print industry lost approximately $1.878 billion in the first eight months of the pandemic.
- The number of layoffs in the media sector exceeded 3 million nationwide.
Some publications, such as The Hindu and Mumbai Mirror, completely transitioned to digital formats, abandoning print editions. Others, like Indian Express, had to reduce the number of pages and limit the activities of local editions.
The Social Impact and Future of Media
Media transformation has influenced access to information but also revealed social inequalities. While over 751 million people in India have internet access, a significant portion of the population, particularly in rural areas, remains excluded from the digital revolution.
Key Data on Media Consumption in India:
- 72% of respondents used online news, but only 40% relied on print newspapers.
- TV and newspaper apps were the main sources of information for 86% of internet users.
Digital exclusion in India has a deep social and class dimension. Media increasingly focus on wealthier audiences, leading to the marginalization of poorer communities.
The Role of Artificial Intelligence in Newsrooms
AI in Indian journalism is still in its early stages but is already reshaping newsroom operations. Algorithms enable journalists to analyze trends, personalize content for audiences, and automate routine tasks like translation and text editing.
Examples of AI Applications:
- Quarterly report generation (e.g., by Associated Press).
- News personalization based on user preferences.
- Automatic translations into regional languages, enhancing information accessibility.
However, along with AI`s benefits, challenges emerge. Many journalists fear automation could lead to job losses. At the same time, they stress that the human aspect of journalism, such as interpreting events or empathy in reporting, remains irreplaceable.
60% of digital creators do not verify information before publishing 👇
The Future of Journalism in India
The Indian media sector faces many challenges but also enormous opportunities. The rise in internet users, the growth of regional digital platforms, and the implementation of new technologies create chances to reach wider audiences. At the same time, ensuring that digital transformation is inclusive and accessible to everyone, regardless of economic status or location, is crucial.
Journalists in India must not only adapt to the rapidly changing market but also act as guardians of truth in a world dominated by algorithms and misinformation.
About the Research
The report was authored by Dipannita Das and Ashwani Kumar Upadhyaya, researchers at the Symbiosis Institute of Media & Communication in India. The sample included professionals with over 15 years of experience who held managerial positions or were editorial leaders. Interviews were conducted remotely via phone, online chats, and email, providing an in-depth understanding of newsroom changes during the COVID-19 pandemic. The analysis included data coding and identifying four main themes: changes in journalistic roles, employee relations, technology`s impact on organizational structure, and publishing management strategies.
The findings, published in November 2024 in Nature Humanities and Social Sciences Communications:
https://www.nature.com/articles/s41599-024-04055-5
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