Shimla
2024 proved to be a year of introspection for Indian media, the new year will be full of challenges.
The year 2024 was special for the Indian media world in many ways. This year was not only affected by political events, but questions were also raised on the content and narrative of the media The year 2024 was special for the Indian media world in many ways. This year was not only affected by political events, but questions were also raised on the content and narrative of the media. The year 2024 can be called the ‘year of reform’. The slogan ‘400 Paar’ in the Lok Sabha elections became a lesson for the media. The 2024 Lok Sabha election was one such event in which most media channels promoted the narrative of achieving the ‘400 figure’. It seemed as if opinion polls and estimates became the center of news instead of election debates. The result of this was that after the election results, the credibility of the media started being questioned. As soon as the media realized that their credibility had been tarnished due to misleading reporting, then they took steps to improve their content.
The question of credibility in front of the media:
A large section of the Indian media reportedly supported the ruling party, while digital platforms, especially YouTube, became the center of the opposing narrative. This division affected the credibility of both sides. When you stand in favor of one narrative, your impartiality is questioned. In such a situation, the test of credibility becomes mandatory for the media.
Reforms in Media and Readers’ Expectations:
The events of 2024 have taught the media how important it is to maintain balance and credibility. The relationship between the media and its audience is now based on a ‘test of credibility’. Audiences listen and watch news, but ultimately they draw their own conclusions.
Eyes on 2025:
Indian media will face new challenges in the coming year 2025. With the technological revolution and the increasing use of ‘Artificial Intelligence’ (AI), it will become even more difficult to ensure the authenticity and ethics of news. However, the experiences of 2024 will serve as a guide for the media world. The cycle of improvement and deterioration continues in the media. But it depends on the awareness of the audience and their expectations as to how much the credibility of the media is maintained.
2024 proved to be a year of introspection for Indian media:
Indian media is standing at a crucial juncture. In the present times, it seems that impartiality and factual reporting is slowly losing its place on all mainstream TV channels and other media platforms. It would not be wrong to say that Indian media has reached a polarized state. This causes the biggest loss to reality. There is neither neutral debate nor fact-based reporting on issues related to the general public and the government. Media should be a platform that preserves the pressures and disagreements of the society and prepares a way for reform for the system. It is like a pressure cooker, which controls the pressure. But when the media moves away from its arguments and discussions and promotes only polarized opinions, it harms society and democracy.
No doubt, in the current era, the media industry is undergoing rapid change. Due to technological advancement and changes in consumer behavior, the traditional form of media and entertainment has changed significantly.
The media industry is undergoing rapid change in the current era. Due to technological advancement and changes in consumer behavior, the traditional form of media and entertainment has changed significantly. The year 2024 has further accelerated this change, especially due to the increasing influence of Artificial Intelligence (AI). Looking towards the year 2025, it is clear that the influence of AI, digital media and new technologies will further influence the direction of the media industry.
Revolution in media due to contribution of artificial intelligence:
Artificial Intelligence (AI) has not only simplified the functioning in the media industry but has also opened the doors to new possibilities. Content creation, analysis of consumer data and accurately predicting audience preferences have now become easier through AI. For example:
Content creation and editing: AI-powered tools such as GPT models, deepfake technology and image generation platforms save time and cost for content creators. News channels are now using AI-enabled virtual anchors for real-time news updates and customized news presentation.
Digital Advertising:
AI algorithms analyse consumers’ search and browsing habits to create personalised ads. This benefits not only advertisers but also consumers as they get to see content of their choice.
Audience engagement:
Chatbots and virtual assistants are expanding the reach and influence of media companies by answering audience questions and suggesting content they might like.
Challenges associated with AI:
Although AI has provided numerous opportunities to the media industry, it has also brought new challenges.
Ethics and Transparency:
AI-based fake news and deepfake technologies can increase the spread of misinformation.
Human resource displacement:
The traditional workforce is at risk of being replaced by AI.
Data privacy:
The privacy and security of the data needed to train AI is a serious issue.
India and the market of Artificial Intelligence:
India is becoming one of the leading countries in the world in terms of development and use of AI. India’s AI market is expected to reach around $7 billion in 2024. It is estimated to grow to $12 billion by 2025. The compound annual growth rate (CAGR) in the Indian AI sector is around 20-25%.
In the year 2024, there are about 4 lakh professionals working in the field of AI in India. The government and private companies together are investing heavily in AI startups and research. By 2025, the number of AI-based jobs is expected to increase by 30%.
Indian media companies are focusing heavily on AI-powered trend analysis, content personalisation and ad optimisation. For instance, big corporates like Reliance Jio and Tata are investing heavily in the convergence of media and AI.
The growing influence of digital media in India:
The influence of digital media in India is growing faster than traditional media. In the year 2024, India has around 700 million internet users, most of whom are consuming digital content through smartphones.
OTT platforms like Netflix, Amazon Prime, Disney+ Hotstar have become the new hub of entertainment in India. Consumption of content in local and regional languages is increasing on Facebook, Instagram, and YouTube. Digital news portals like Inshorts and Scroll have started replacing traditional news channels. In the year 2024, the size of digital advertising in India is estimated to be around $4.5 billion. By 2025, it is expected to reach $6.8 billion. Personalized advertising and influencer marketing have become a new trend in digital media. 70% of internet users in India come from rural areas. Digital content consumption is growing rapidly in rural India due to the government’s Digital India initiative and affordable data services.
Expectations for 2025: The future of the media industry:
Rapid use of technological advancements:
The use of AI and machine learning is expected to drive more innovation in the media industry in the year 2025. Viewers will engage with content through live polls, quizzes and other interactive mediums. Virtual reality and augmented reality based content will become an important part of the media industry.
Expansion of local and regional content:
Demand for content in local languages will increase, providing new opportunities for regional media companies. By 2025, more than 60% of digital content will be in local languages.
Emphasis on regulation and ethics:
In view of the increasing use of AI and digital media, the government may impose strict rules for data protection and prevention of fake news. New standards will be set for “media transparency”.
Consumer-centric approach:
The media industry will focus on personalised and customised services to improve consumer experience. Models such as free-to-view and pay-per-view will become more prevalent on OTT platforms.
Overall, the year 2024 has been a confluence of innovation and challenges for the Indian media industry. AI and digital media have transformed the format of traditional media to meet the needs of the new generation of consumers. In the year 2025, with technological advancement and expansion of regional content, the Indian media industry will further strengthen its identity globally. However, it will be important to deal with issues like ethics, data security, and fake news. Therefore, it would not be wrong to say that the coming year will be a period of infinite possibilities for the media industry.
