MUMBAI: Relying on third-party platforms for reach and insights leaves publishers with a limited view, making decision-making more reactive than strategic. Also while legacy media companies still exist, their formats and distribution strategies need to evolve urgently. Legacy structures are crumbling under new realities. Moreover although new media has opened up access and agility, it has also fuelled misinformation—more so now with artificial intelligence (AI) enabling sophisticated fakes.
These are some of the points that were made when ‘What India Needs!’ podcast, host Shutapa Paul spoke with Rishi Pratim Mukherjee, CEO of JIST Media and Co-Founder of ScoopWhoop, about the state of digital journalism and the urgent need for media to rebuild trust.
With younger audiences turning to Instagram Reels, YouTube Shorts and WhatsApp forwards for news, traditional media houses are struggling to stay relevant. InMukherjee shared with Paul how creators are chasing virality without direction and why the fight for credibility is far from over.
Is Traditional Media Dying? Or Just Evolving?
The media landscape is undergoing a shift. In a world where 71% of Indians prefer online news, with 49% relying on social media platforms for their news consumption, Mukherjee observed that legacy structures are crumbling under new realities. Much of this transformation is mobile-driven, with 96% of internet users in India accessing the web through their phones. “New media is here to rule,” said Paul, pointing to the explosive rise of digital platforms.
Mukherjee noted that while legacy media companies still exist, their formats and distribution strategies need to evolve urgently. “Some companies have been in denial till the captain has seen the iceberg,” he said, adding that the pace of digital disruption has outstripped the ability of many traditional media houses to adapt. As younger audiences shift to social media for news, digital-native publishers like JIST Media are experimenting with formats, tone, and distribution to stay ahead of the curve.
Content, Algorithms, and the Death of Predictability
The mechanics of digital success are also key. In today’s media economy, content virality is dictated less by loyalty and more by timing and format. “You don’t need a million followers. One topical and well-timed reel can hit two million views,” Mukherjee said.
However, creators are not always in control. Social platforms like Meta and YouTube operate like “walled gardens”, offering creators only a partial view of their performance data. Mukherjee likened the experience to “throwing darts in the dark”, where creators try to align with micro-trends without truly understanding platform dynamics.
Paul and Mukherjee agreed that relying on third-party platforms for reach and insights leaves publishers with a limited view, making decision-making more reactive than strategic.
Fake News, AI, and a Fragile Ecosystem
Although the new media has opened up access and agility, it has also fuelled misinformation—more so now with AI enabling sophisticated fakes. AI has transformed not only how content is created, but also how it can be manipulated. At JIST, AI tools are used selectively for tasks like scripting and generating quick voiceovers. But Mukherjee cautioned against over-reliance. “Fake news was already a problem. AI has only accelerated it,” he warned, pointing to the growing ease with which misinformation can now be produced and amplified. “We need to plan today so that we’re not in an AI mess tomorrow,” added Paul.
With trust in news plummeting—40% of global audiences now distrust it, as per Reuters Institute—the conversation turned to the question of regulation. Mukherjee observed that the responsibility cannot rest solely with Meta or Google. He said that governments, platforms, and publishers must all play crucial roles in shaping effective regulatory frameworks.
The Bottom Line: Content with Credibility Wins
As the media industry evolves, Mukherjee believes that trust will be its most valuable currency. “Your tribe becomes your evangelist if you stay real,” he said. While virality may boost visibility, credibility ensures longevity. “Younger audiences know when you are faking it and smell clickbait,” added Paul, reinforcing the idea that today’s viewers are savvy, selective, and quick to disengage from insincere content.
As platforms evolve and AI blurs the lines between truth and manipulation, the battle for audience attention is growing ever more complex. However, as the discussion on “What India Needs!” revealed, the fundamentals haven’t changed. Building a loyal community still depends on clarity, consistency, and credibility.
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