We prefer to invest in content & research instead of landing pages: Supriya Prasad
At e4m NewsNext Summit 2023, Prasad, News Director Aaj Tak, India Today and GNT, said AI can never replace human talent
At the recently held e4m NewsNext Summit 2023, Supriya Prasad, News Director Aaj Tak, India Today and GNT, spoke about factors that make Aaj & India Today newsrooms vibrant and credible.
Speaking about handling newsroom pressure, Prasad said, “It's very natural to have pressure in this job and we all have been doing it for long, so we have adapted to it. While dealing with pressure is normal for us, we place top priority on maintaining our credibility.”
“While a lot of other channels indulge in propaganda to move ahead, we, instead of investing on landing pages, prefer to invest on content and credibility to nurture the trust of our viewers.”
When asked about newsrooms experimenting with AI anchors, Prasad said, “AI may come in as an enabler but it also has its own limitations and it can never replace star anchors like Anajan Om, Sweta Singh or Preeti Choudhary. As editorial leaders it's our responsibility to embrace the latest in tech, but human talent can never get replaced.”
Prasad also shared that over the past two decades there have been drastic shifts in how newsrooms approach editorial. He stated that like diet habits, viewing habits also evolve.
“In 2001, when I made cricket as the top headline, many had questioned that move. But now any news can become a leading news as long as it's factual,” he said.
Sharing his thoughts on the ratings, Prasad said ratings have never been a driving force behind news stories at Aaj Tak.
“Whatever big news we showcase, ratings have never been a factor. We know ratings are important, data is important, we know the BARC story, but have the concerns been addressed?”, he asked.
