Sports
Kalli Purie unveils 9-point AI charter for news media at summit
India Today chief calls for fair value, transparency and reciprocity as industry leaders back framework.
NEW DELHI: When algorithms start writing the news, who gets the byline and the bill? At the India AI Impact Summit in New Delhi on Monday, India Today Group vice-chairperson and executive editor-in-chief Kalli Purie served up a sharp reality check with a nine-point charter aimed at keeping journalism human even as artificial intelligence races ahead.
Speaking during a Digital News Publishers Association session titled “AI and Media, Opportunities, Responsible Pathways, and the Road Ahead” at Bharat Mandapam, Purie warned that without guardrails, AI could turn trusted reporting into free fuel for large language models, quietly eroding public discourse in the process.
“Fair value for journalistic content is non-negotiable. We need transparency in how AI systems digest and metabolise news,” she declared, laying out a framework that puts credible journalism back at the centre of the conversation.
Her nine-point charter calls for:
- Fair value and transparency on how news is used by AI
2. Traceability and attribution as a democratic principle
3. Recognition of journalism as a public good
4. Rewarding stories that deliver real social impact
5. Proper valuation of verified content from credible institutions
6. Severe penalties for AI hallucinations
7. Ending the reward-punishment asymmetry between legacy media and social platforms
8. Treating citizens’ attention as a rare, finite resource
9. Reciprocity from the “Magnificent Seven” tech giants, if they harvest attention and content, what are they giving back?
Purie was quick to clarify that the India Today Group isn’t anti-tech. The organisation has been using AI for over two-and-a-half years AI anchors, voice cloning, AI-driven storytelling but always with what she calls the “AI sandwich”, human intent at the start, AI as a helpful middle layer, and a human editor making the final call.
“We love technology,” she said. “But accountability for AI must have a human name attached to it. We don’t want to become one biscuit in an AI cookie-cutter world. We want to tell our stories, not AI stories.”
She also took aim at what she termed “digital imperialism”, pointing out that global platforms often treat Indian media differently from their Western counterparts. “Indian reporters go to the ground, invest resources and take risks to bring original stories. Influencers and AI summaries should not eat out on that labour for free,” she argued, pushing for paid licensing of original journalism.
The session drew heads of major Indian media houses The Hindu, Times of India, Amar Ujala, Dainik Bhaskar and the charter quickly found broad support. Panellists agreed on the need for structured talks between publishers and tech platforms, stressing reciprocity, attribution and commercial fairness. A recurring worry, if AI summaries keep siphoning traffic, how do credible newsrooms keep the lights on?
The room reached a shared conclusion, AI offers huge potential for media, but only if paired with real responsibility. As Purie put it, “If journalism is hollowed out now, the cost of decolonising later will be far higher.”
With industry leaders already pledging to shape the framework formally, Monday’s session may prove a turning point, one where news stays news, not just another data point for the machines.
Sports
Kaacon Sethi retires as CMO of Dainik Bhaskar Group after 12 years
Led brand, content and revenue innovation across media, sports and entertainment.
MUMBAI: After nearly a dozen years of shaping narratives and building brands, Kaacon Sethi is signing off from the marketing playbook at least for now. The long-time chief marketing officer at Dainik Bhaskar Group has stepped down, bringing to a close a 12-year stint that saw her steer the organisation through evolving media and revenue landscapes.
During her tenure, Sethi worked at the intersection of advertising, content and commerce collaborating closely with advertisers to craft client solutions and develop content-led offerings that went beyond traditional formats. Her role increasingly focused on aligning editorial strengths with brand objectives, unlocking new revenue streams in a media ecosystem undergoing rapid transformation.
Her journey at Bhaskar, she noted, was among the most defining phases of her career, one that allowed her to build, experiment and contribute across marketing, branded content and business strategy. From strengthening market presence to driving newer initiatives such as “Urban Bharat”, her work reflected a broader shift in how media organisations approach audience engagement and monetisation.
Sethi also highlighted the collaborative environment within the organisation, describing it as a space where ideas were tested, debated and pursued with conviction, an approach that helped shape several of the group’s marketing and content innovations over the years.
With experience spanning media, entertainment and sports marketing, her exit marks the end of a significant chapter not just for her but also for the organisation’s evolving marketing strategy.
For now, Sethi plans to take a short break before moving on to the next phase of her career. If the past 12 years are any indication, the pause may be brief but the impact is likely to linger longer.
