News Broadcasting
Microsoft, PBS create global web resource to enhance AIDS understanding
MUMBAI: A quarter-century after the first diagnosed cases surfaced, HIV/AIDS continues to spread rapidly throughout the world. To help shed more light on the history of this pandemic and educate people about what can be done to stop it, Microsoft Corp. principal researcher Curtis Wong has teamed up with producers of the PBS television series Frontline to develop an enhanced broadband television web site for a new documentary titled The Age of AIDS.
Wong, who manages the Next Media Research group within Microsoft Research, worked closely with WGBH Interactive and the producers of Frontline to design the technology for the web site. Beginning on 2 June, the web site at http://www.pbs.org/frontline/aids will allow visitors to view The Age of AIDS video on demand, in its entirety or chapter by chapter, along with related, interactive online content that is tightly integrated with the video footage.
“What’s unique about this approach is that it seamlessly combines a compelling television program with rich web resources to significantly enhance people’s understanding of a complex topic like AIDS. It highlights the tremendous potential of Internet television with rich interactivity to deliver in-depth content to a global audience,” said Wong.
As people watch The Age of AIDS documentary online, contextual links appear beside the video to inform viewers about topics directly related to that portion of the program. Clicking on any link automatically pauses the video, allowing viewers to explore related resources at their leisure and then return to the documentary without missing a moment.
Other links will take the viewer to a detailed explanation of the science of HIV/AIDS or an interactive timeline cross-referenced to the video and other resources in the site. The site also hosts an oral history archive of extended interviews with the top scientists, physicians, public-health officials and activists who have been fighting this battle for 25 years.
Wong’s group at Microsoft Research explores how advances in connectivity, data storage, computing devices, network bandwidth and other technologies influence traditional as well as emerging forms of media. “The HIV/AIDS epidemic has so many facets — from the science to the politics to the social ramifications to the human stories — that cry out to be examined in greater depth and dimension than a four-hour television program can deliver,” Wong said.
“It’s an honor to work with WGBH Interactive and the Frontline producers to provide innovative ideas and technology as a tool for enhancing public understanding and hopefully shaping public policy on HIV/AIDS. And this has been a great opportunity to support public television and build on Microsoft’s insights into the future of media,” Wong added.
Filmed in 19 countries, The Age of AIDS features interviews with dozens of scientists, political figures, activists and HIV patients. The documentary is a co-production of WGBH/Frontline and Paladin InVision Ltd. with Silverbridge Productions Ltd. and Channel 4.
PBS stations will air the two-part Frontline documentary.
“Curtis has brought crucial expertise to this production in terms of combining interactive web technology tools and deep stores of online information with the rich storytelling power of television. The Age of AIDS companion web site will enable us to convey far more in-depth information about this pandemic to a much larger global audience than would otherwise be possible with this documentary alone,” said Frontline creator and executive producer David Fanning.
News Broadcasting
Newsrooms rethink AI, trust and revenue models
Editors and tech leaders debate tools, deepfakes and viability.
MUMBAI: If yesterday’s newsroom ran on caffeine and chaos, tomorrow’s may well run on code but with a human still holding the pen. At the 22nd edition of the Video Broadcast and Broadband Tech Summit hosted by IndianTelevision.com, some of the sharpest minds in Indian media gathered to examine how artificial intelligence, automation and shifting audience behaviour are reshaping journalism. The session, titled The Newsroom of Tomorrow Tools, Trust, and Business Viability In Focus, did not descend into techno-utopian hype. Instead, it wrestled with a more uncomfortable question: how do you stay relevant, credible and profitable when the audience is changing faster than the headline cycle?
The panel featured Govindraj Ethiraj, Editor of The Core, Dr Nilesh Khare, COO of Sakal Media Group; Prakaran Tiwari, Chief Executive Producer at NDTV Profit; Manoj Padmanabhan, Head of Business Media and Entertainment at AWS; Neeraj Mishra, Key Account Manager at Vizrt and session chair; and Mayuresh Konnur, Bilingual Correspondent at Collective Newsroom, publisher for BBC in India.
Govindraj Ethiraj set the tone with a frank assessment. “The reason people do not consume as much news through us is because they are consuming news through other sources they trust more,” he said. In a fragmented ecosystem flooded with content, trust has become the real differentiator.
Yet AI is undeniably transforming workflows. Ethiraj admitted he now uses AI tools to proofread his own articles. “Sometimes it is scary how much it picks, but it helps,” he said. What once required layers of sub-editing can now be assisted by machines trained to flag errors, inconsistencies and structural weaknesses.
He pointed to how newsroom roles have evolved. The desk editor, widely advertised over the last 15 years, barely existed in its current form before the internet boom. As digital publishing accelerated, tasks such as curating listicles, ranking stories and optimising headlines became specialised functions. Now, many of those responsibilities can be performed or at least supported by AI systems. The disruption is not hypothetical; it is operational.
Dr Nilesh Khare approached the issue from both a business and technological standpoint. Sakal Media Group is developing its own large language model, built on 60 years of text and photo archives. The goal is independence. “We won’t need to depend on other platforms to develop ours,” he said, underscoring the strategic value of proprietary data.
For Khare, AI represents opportunity as much as anxiety. It can help expand content across geographies and languages, particularly in bridging North and South Indian markets. It can streamline production and reduce costs. He did not shy away from the implications. “As a journalist I feel bad but as a content producer I feel good that we will require less manpower,” he said, articulating a tension many in the room recognised but few openly admit.
He also highlighted how audience behaviour is evolving. Today, a retail investor can follow a stock using Gemini or GPT instead of toggling between multiple news channels. News is no longer consumed linearly; it is queried, personalised and synthesised. The newsroom must therefore produce content that survives not just on screens but within AI-generated summaries.
Prakaran Tiwari offered a more philosophical reflection. “AI has developed itself and adapted on the basis of how news is consumed. It’s all about giving a perspective,” he said. In his view, the competitive edge will not lie in speed alone but in interpretation. Facts are increasingly commoditised; context is not.
He also suggested that formats are fluid. While short-form video dominates social feeds, long-form audio is resurging. Govindraj Ethiraj noted that in the United States the 2024 election was described as the “podcast election”, reflecting how audiences are investing time in deeper, long-form discussions. The newsroom of tomorrow must cater to both scrolling and sustained listening.
Manoj Padmanabhan of AWS reframed the debate. Technology, he argued, is not an existential threat but an amplifier. “The power is given to the human journalist with all this technology in their hand, with it acting as a support or assistant to deliver the correct and relevant news to the people,” he said.
The traditional divide between a “normal” newsroom and a “digital” newsroom is fading. “It will not be two newsrooms,” he said. “It will be one newsroom.” In that integrated environment, the storyteller remains central. AI may assist with research, editing and distribution, but editorial judgement remains human.
Neeraj Mishra of Vizrt echoed the assistive narrative. India, he said, is a market of organised chaos, where news broadcasters are pushing ever-increasing volumes of content. AI will help manage scale. It is not here to replace people but to assist them.
Production barriers are already collapsing. “You don’t need a green screen to produce content now,” Mishra observed, hinting at virtual production tools and real-time rendering technologies. And this, he said, is only the beginning. In a cost-conscious market like India, AI adoption in both B to B and B to C segments is likely to rise sharply. The skills are available, he argued, the real question is whether organisations are willing to invest.
If opportunity was one half of the conversation, risk was the other. Mayuresh Konnur warned that fake news is now being peddled with alarming ease using AI tools. Deepfakes, synthetic audio and fabricated visuals can damage credibility overnight. Several journalists, he said, have already faced instances where manipulated content was circulated in their name.
“Eventually it becomes a question of how authentic you are in the market,” Konnur noted. In a crowded information economy, credibility is the ultimate moat. Regulations and clear guidelines, he argued, are necessary to curb misuse without stifling innovation.
Mishra added a note of caution against overuse. “AI should not be everywhere. It has to be used optimally,” he said. The value lies not in blanket automation but in strategic integration.
One of the most resonant metaphors came from Padmanabhan. AI, he suggested, is like a brush in a human hand. Powerful, versatile, transformative but inert without the artist. It cannot survive without the human touch.
Konnur distilled the session’s core takeaway, AI is inevitable, but the art of storytelling will never disappear.
In a media landscape defined by speed, shrinking attention spans and intense competition, the newsroom of tomorrow is not simply a technological upgrade. It is a recalibration. Between efficiency and ethics. Between automation and authenticity. Between reducing manpower and retaining meaning.
The algorithms may write cleaner copy and generate sharper graphics. They may even predict what audiences want before audiences know it themselves. But the enduring task remains unchanged to tell stories that inform, interrogate and inspire.
And for that, the human newsroom is still very much open for business.
