- Partho Dasgupta

 Partho Dasgupta talks about How Big Tech Shapes the Future of Media

New Delhi [India], October 3: Every few decades, a new technology emerges that sends shockwaves through established industries, forcing them to adapt or face extinction. The printing press turned scribes into history, the telegraph made long-distance communication instantaneous, and the internet transformed how we share information. Now, it’s the media industry's turn to grapple with a formidable disruptor: Artificial Intelligence. Partho Dasgupta, former CEO of BARC India and currently Managing Partner at Thoth Advisors, talks about this trend. Let’s take a look

As AI technologies evolve, they are not just enhancing media production but also threatening to upend traditional roles and business models. The media industry has long been at the mercy of technological advancements, with each new wave of innovation reshaping how information is created, shared, and consumed. In India, this relationship is particularly evident as the rise of digital technology has drastically altered the media landscape. 

Historically, the introduction of the printing press revolutionized information dissemination, making newspapers a staple of daily life. Fast forward to the late 20th century, and the advent of the internet began to challenge the dominance of print media. and today AI has come as another disruption that has already changed the way we consume our content or perceive the world around us. 

“With its ability to automate content creation, analyze viewer preferences, and even generate news articles, AI is not just nudging the media industry; it's practically pushing it off the stage! Meanwhile, traditional news outlets are grappling with generating content, AI-generated articles can churn out reports faster than a journalist can grab their morning coffee.” Says Partho Dasgupta.

And behind the disruption by AI are Alphabet Inc.’s Google and Meta Platforms Inc. who have become the gatekeepers of information in the digital age, fundamentally shaping how content is discovered and distributed. Google, in particular, has established a monopolistic grip over search results, effectively positioning itself as an indispensable advertising partner for news outlets navigating the complexities of the internet. According to TradingPlatforms.com, the tech giant dominates the Indian market with a 94.19% share. Globally, it also commands the majority of the search engine market. 

Google’s influence on what information reaches consumers is profound, often prioritizing paid advertisements and affiliate links over organic search results. This has led to a landscape where users frequently encounter a barrage of ads at the top of their search results, followed by links to e-commerce sites and content designed primarily for clicks rather than quality.

The ramifications of this monopolistic control are significant for news organizations, which have had to adapt to an environment where Google’s algorithms dictate visibility and engagement. As traditional revenue streams from print media decline, many news outlets have become increasingly reliant on Google for traffic and advertising revenue. 

However, this dependency comes with risks, as the quality of search results has been called into question. “Google’s focus on maximizing ad revenue has led to a decline in the quality of information presented to users, with important stories often buried beneath layers of sponsored content. It’s an example of how intertwined tech and media are and it seems that tech has been the driving force for disruption in media!” “How can we expect journalism or media to be intact in its core when we have monopolistic control driving changes in a country like India?” explains Partho Dasgupta.

Moreover, Google's dominance raises concerns about competition and consumer choice. According to statista.com Other search engines like Bing secured the second spot with a market share of around 0.98%, followed by Yahoo! at 0.29% and DuckDuckGo at 0.2%. highlighting the challenges new entrants face in gaining traction against such a well-established player. 

The Competition Commission of India (CCI) has recognized these issues, previously imposing penalties on Google for anti-competitive practices, such as the mandatory pre-installation of its services on Android devices without allowing users to uninstall them.

"If we fail to develop our search engines, we risk becoming mere spectators in a game controlled by tech giants, where their changes dictate not only how information is accessed but also how media operates in India. Without our own platforms, we surrender our agency and the future of our digital landscape." States Partho Dasgupta.

If we talk about Meta, they have been de-emphasizing news content on Facebook, which has had a profound impact on publishers who relied heavily on referral traffic from the platform. This retreat from news has left many media organizations scrambling to adapt to a changing digital landscape where Meta's platforms are less reliable sources of traffic for news content. The shift reflects a broader trend where social media companies are reassessing their roles in news dissemination, especially amid growing concerns about misinformation and the quality of news shared online.

As the media industry continues to grapple with these challenges, the relationship between content creators and tech giants like Google and Meta will be crucial in determining the future of information dissemination in an increasingly digital world. The question remains: can the media regain control over how information is shared, or will they remain at the mercy of these powerful tech titans?