AI, influencers, and a public that’s losing interest: The big challenges for Indian media

These are some of the biggest trends – and challenges – facing the news ecosystem today, impacting India in new and unique ways. And this was the focus of a discussion organised around the launch of the Reuters Institute Digital News Report for 2025, a comprehensive study of news consumption worldwide.

Moderated by the Reuters Institute for the Study of Journalism’s director Mitali Mukherjee, the panel comprised Nic Newman, senior research associate at the institute; Sannuta Raghu, journalism fellow at the institute and head of the AI Lab at Scroll; Ritvvij Parrikh, head of AI product at Times Internet; and Akash Banerjee, founder and host of The Deshbhakt.

According to the report, 55 percent of Indian users now consume news on YouTube, and 44 percent share news via social, messaging or email often via WhatsApp. Akash says there’s a clear indication towards television “taking a bit of a beating” while social media sees a “steady uptick”.

“You’ve got to be real and raw,” he says, and explains how consumption patterns are moving towards “snackable, biteable content”, where a shorter format is “much, much more prevalent than the longer format”.

Ritvvij talks about the challenges in using large language models that can sometimes “miss the news peg” of a story and therefore the need to deal with “detecting hallucinations”. He adds, “Trust in news is eroding and not just because of bad actors, but also because of opaque algorithms.”

Sannuta breaks down how AI can help news organisations “stay relevant” in some ways, converting text articles into videos that can be shared on Instagram. “The idea was…there are over 600 million smartphone users in India with access to cheap internet,” she says. She also explains the logistics of dealing with producing news in different languages in a country as diverse as India.

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