India’s young media leaders on using AI, gamification to engage readers
“Regional media and publishers are heavily invested in digital transformation as print and broadcast see digital as a supplement to their platforms,” said Gaurav Sanghi, Executive Director of AGA Publications Ltd, focusing on integrating data analytics, AI, and machine learning.
Exploring avenues such as e-commerce, branded content, and membership events could boost revenue through digital media, he said during the summit.
You have seven seconds to get their attention
One of the pressing challenges the media industry faces is engaging younger audiences, particularly Gen Z. Janhavi Pawar, Director of Sakal Media Private Limited, shared her insights as a member of this demographic, noting their unique consumption habits.
“Gen Z is a hard audience to reach,” she said, noting that many prefer audio and digital formats to print. “We tend to have short attention spans – if you don’t capture our interest in seven seconds or less, we’re out.”
To address this challenge, Sakal launched several niche print products, including in areas such as gaming and spirituality.
“In the past six months, we’ve introduced three new print products, and we had 10,000 paid subscribers within a month,” she said, demonstrating that tailored content can successfully engage younger readers.
When asked about improving newspaper layouts to attract Gen Z, Pawar said, “I don’t think the layout matters as much as the content. To create compelling content, we need to understand what Gen Z likes.”
Finance is proving to be one such area, and Sakal Money, which focuses on premium financial content, has been well received among young readers.
AI can suggest but humans drive creativity
Janhavi Pawar, Director of Sakal Media Private Limited, discussed the role of generative AI in the newsroom.
“Gen AI shines when human beings interact with it,” she said, indicating that it is particularly beneficial in people-facing departments such as customer service and sales. AI can also boost journalists’ productivity by helping them identify inaccuracies.
Pawar noted that while AI can’t dictate what to write, it can only guide how to write. “AI can suggest making an article more concise, empathetic, or engaging, but the creativity must come from the human being,” she said.
She believes this understanding has been one of the most valuable outcomes for their teams.
Gamifying news to engage younger audiences
Pawar also emphasised the importance of gamification in attracting younger audiences.
“We created a ‘phygital’ product that combines a print newspaper with a four-page supplement featuring custom-built games,” she said, adding that the publisher reached breakeven on the very first day of the product’s launch.
This innovative approach has been well-received, as it not only engages traditional audiences but also draws in younger readers.
“Understanding that younger generations interact and socialise differently has been key for us,” she added.
The games included are not traditional puzzles; they are designed to resonate with the interests of younger readers, providing an interactive experience that encourages engagement.
Media leaders tackle AI challenges with care
Brihathi Cherukuri, Director of ETV Bharat, took a more cautious approach regarding AI implementation.
“We’re still developing our guidelines because AI presents both opportunities and challenges,” she stated. ETV Bharat is considering incremental steps, using AI for auxiliary functions rather than core news products, to mitigate risks.
When discussing the fear of AI among journalists, Pawar said, “What I’m noticing is that there is a fear of AI itself. To combat that fear, we began upskilling our journalists.”
This understanding is vital as they navigate the integration of AI in their work processes.
Sowbhagyalakshmi KT, Director of The Printers Mysore, pointed out that while AI can transform information systems, journalism remains crucial.
“We need to reconsider what news means in a democratic society,” she said, emphasising the need for solution-based news that addresses local problems. For instance, infographics explaining traffic issues could provide valuable insights to readers.
As the young leaders discussed the information overload in today’s media landscape, they recognised the need for adaptation.
“We aren’t providing younger audiences with what they want,” she said, calling for a deeper understanding of their preferences. Gamification, she suggested, could play a significant role in making news more engaging.
Pawar reiterated this sentiment, emphasising the potential of interactive content to attract younger audiences.
“We’re not just pushing information; we’re creating experiences that resonate with their lifestyles,” she explained. This approach is crucial for media organisations aiming to remain relevant.
News as a commodity remains significant
“I think there’s great potential for print. We need to engage with our readers even more to understand what they want,” Sowbhagyalakshmi said.
Cherukuri concurred, “As long as you innovate and provide great content that is helpful for the consumer, you’re very much in the game.”
Pawar said that news as a commodity remains significant, “What matters is understanding the medium through which that information is delivered.”