Mumbai: In a significant development for India’s communications and media ecosystem, News That Matters (NTM) — the AI-based, mobile-first, do-it-yourself media monitoring platform — was officially launched today. Built specifically for PR professionals, corporate communications teams, journalists, advertisers, and newsmakers, the app offers real-time tracking from over 4,000 trusted Indian news sources.
Available for download on the Google Play Store, NTM has been developed by the team behind Bluebytes, one of India’s pioneering media monitoring agencies. The platform aims to address long-standing inefficiencies in traditional media monitoring services — from outdated delivery systems to high operational costs — by offering users customizable alerts, sector-based summaries, and unlimited keyword tracking, all at a fraction of current prices.
“The media monitoring service is antiquated and stagnant, and NTM is a response to that. News is the currency of communicators and reputation guardians though it gets the least attention. Contextual news can stimulate an agency’s performance significantly,” said Deepak Rai, Spokesperson from the NTM team. “NTM isn’t just a tool — it’s a mindset shift. NTM disrupts the media intelligence and tracking industry with latest technologies helping the service become 100-times cheaper than currently available.”
According to industry estimates, PR agencies and corporate communications teams currently spend 7–10% of their fees on media tracking — an expense NTM aims to dramatically reduce.
“Media monitoring has always been critical to PR, but for too long we’ve relied on systems that weren’t built for how we actually work today. NTM changes that. It gives my teams the ability to respond in real-time, whether it’s a client crisis or a campaign breakthrough — at the same time bringing down agency costs significantly. That’s a serious leap forward for PR agencies,” added Jaideep Shergill, Founding Partner, Pitchfork Partners Strategic Consulting LLP.
With updates delivered every 15 minutes — compared to the legacy email-based clip delivery systems or static dashboards — NTM empowers communication professionals to act in real-time, whether it’s brand visibility, policy updates, or crisis management.
Ashish Bhasin, Former CEO, Dentsu APAC, and Founder, The Bhasin Consulting Group, noted, “Communication today lives at the intersection of speed, context, and control. A platform like NTM reflects that evolution — not just for PR professionals but for marketers and brand leaders too. The fact that it’s AI-based, mobile-first and keyword-driven shows that media intelligence is finally catching up with how reputations are actually managed.”
The platform has already gained traction among senior communicators and agency heads for its intuitive interface and affordability. It follows a freemium model with premium tiers offering extended keyword tracking and more granular summaries. As part of its launch offer, NTM’s highest tier will remain free for all users who download the app before 1st July 2025.
David Nobel, Head of PR & Communications at Bluewater, London, shared, “One of the most exciting things about NTM is that it rethinks media monitoring from the ground up. Having tried it, I can say it’s not a vendor service retrofitted into digital. It’s a new-age AI-tool built for comms professionals — clean, customisable, fast. I haven’t seen a lot of this kind of user-first innovation in the global PR space, especially out of India. I eagerly await their global services soon.”
As news cycles accelerate and media channels diversify, the launch of NTM signals a broader shift in how communication professionals approach media intelligence — moving toward real-time, tech-enabled, and cost-effective solutions.
