iWorld
The future of TV news: AI-Powered content and social media
Mumbai: AI being the buzzword wherever you head to, is here to stay. Having it as an enabler or an extension of your current workflow means marrying human and machine to create an eponymous being that brings the best of both worlds.
With implications covering almost all aspects of media and postproduction, there is no debate on the prevalence and longevity of AI. TV news broadcasters are slowly but surely picking up on certain applications and integrating it into their setups. From the first AI anchor to being used in content and social media, technology has sure come a long way.
The discussion explores the evolving landscape of television news broadcasting, specifically focusing on the crucial roles of AI-based clip creation and a digital-first approach on social media platforms. It examines the advantages of AI-generated content for news production, the strategies for engaging audiences on social media, and the future implications of these innovations for the industry.
The Rise of AI-Powered Clip Creation
Artificial intelligence (AI) is rapidly changing how news content is produced and consumed. AI-powered clip creation tools enable news organisations to generate short, engaging video clips from longer footage automatically. These tools use algorithms to analyse video content and identify key moments, highlight important information, and create compelling visual narratives.
This technology significantly enhances eƯiciency in news production. Journalists can focus on reporting and analysis while AI tools handle the tedious task of creating clips for various platforms. AI can also help personalise content by tailoring clips to diƯerent audiences and interests.
For example, a news story about a political event can be automatically segmented into clips highlighting diƯerent aspects of the story, such as policy positions, public reactions, and expert analysis.
Leveraging Digital-First Content for Social Media
In today’s media landscape, social media has become an indispensable platform for news consumption. Digital-first content is crucial for reaching and engaging audiences on these platforms. This approach emphasises the creation of content specifically designed for social media, rather than simply adapting existing TV news segments.
Digital-first content for social media requires a diƯerent approach to storytelling and presentation. Videos should be short, visually appealing, and tailored to the specific platform. This involves using eye-catching visuals, engaging music, and concise language to capture attention in a crowded online environment.
For example, a news story about a local event could be transformed into a series of bite-sized video clips, each highlighting a diƯerent aspect of the story and ending with a call to action for viewers to comment or share the content.
Short & Engaging Videos
Content needs to be concise and visually captivating to grab attention in a short attention span environment.
Strong Visuals
High-quality visuals, such as striking photos, graphics, and animations, are essential for attracting viewers.
Interactive Elements
Including polls, quizzes, and interactive elements can encourage viewer engagement and participation.
Call to Action
Encouraging viewers to comment, share, or visit the news website can build a community around the content.
Advantages of AI-Based Clip Generation for TV News
AI-based clip generation oƯers several advantages for TV news organisations:
Increased eƯiciency
Improved content personalisation
Enhanced audience engagement
Cost savings
By automating the clip creation process, AI frees up journalists to focus on higher-level tasks like reporting, research, and analysis. The ability to generate multiple versions of a clip tailored to diƯerent audiences allows for more eƯective content distribution and audience targeting.
AI can also analyse viewer data to identify trends and preferences, enabling news organisations to create content that resonates with their target audiences.
Engaging Audiences Through Social Media Platforms
TV news organisations must strategically utilise social media platforms to reach and engage audiences. This involves understanding the unique characteristics of each platform and tailoring content accordingly.
For example, on Twitter, news organisations can use short, punchy tweets to share breaking news updates, while on Instagram, they can utilise visually appealing stories and Reels to showcase behind-the-scenes content and connect with viewers on a personal level.
Engaging audiences on social media requires more than simply posting news articles or video clips. News organisations must actively interact with their followers, respond to comments and questions, and participate in online conversations.
This strategy builds a sense of community around the news organisation and creates a more direct connection between journalists and their audience.
Platform Content Strategy Engagement Tactics
Twitter Short, concise updates, breaking news alerts
Retweeting relevant content, responding to questions and comments Facebook Longer articles, live videos, behind-the-scenes content Running polls and quizzes, hosting Q&A sessions
Instagram Visually appealing stories, Reels, interactive content
Using relevant hashtags, collaborating with other accounts
YouTube Long-form documentaries, interviews, explainer videos, engaging viewers with comments, creating playlists
Challenges and Best Practices for Digital First News
While digital-first news oƯers numerous benefits, it also presents unique challenges. News organisations must adapt to the ever-changing landscape of social media, constantly evolving algorithms, and the need to maintain journalistic integrity in a fast-paced online environment.
Here are some key best practices for digital-first news:
Prioritise high-quality, original content
Embrace multimedia storytelling
Focus on audience engagement
Monitor social media analytics
Promote diversity and inclusivity
By adhering to these best practices, news organisations can eƯectively leverage digital-first strategies to reach and engage audiences, maintain journalistic standards, and thrive in the evolving media landscape.
This article has been authored by K S Avinash
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
