Traditional media still holds power: MP Kartikeya Sharma

MP Kartikeya Sharma took the stage at the Exchange4Media News Broadcasting Awards (ENBA) 2023 to reflect on his 17-year journey and share his insights into the rapidly changing landscape of media.
Sharma expressed his deep appreciation for Exchange4Media, highlighting its role in guiding him when he initially entered the media space. He emphasised the importance of accuracy, objectivity, and commitment to delivering timely news, especially in an era of rapidly changing journalism. Reflecting on the future of media, Sharma acknowledged the changing consumption patterns driven by data availability. He noted the rise of content creators who are challenging mainstream media and emphasised the importance of understanding what consumers want—authentic and reliable content.
Addressing the role of artificial intelligence (AI), Sharma acknowledged its transformative potential in the media industry. AI-powered tools can create various forms of content, from articles to videos and graphics, and enhance hands-free media consumption.
Sharma saw AI as an assistive tool when used positively. Sharma also highlighted the growing demand for hyper-local news, emphasising that people want to know what’s happening in their immediate surroundings. He mentioned the emergence of independent media entities catering to local news.
Sharma discussed the importance of content creators and media companies staying relevant by valuing their audiences. He stressed that viewers must value the content before they are willing to pay for it, making community building essential. He believes that despite technological advancements, criticism, and disruptions, news will remain a vital part of society.