NDTV CEO and Editor-in-Chief Rahul Kanwal detailed an AI-first, digital-led growth strategy during the company's 38th [1] Annual General Meeting in New Delhi.
The shift represents a fundamental pivot in how the network produces and distributes news. By prioritizing artificial intelligence and digital platforms, the organization aims to capture a younger generation of viewers and readers who have moved away from traditional linear television.
Kanwal outlined a transformation plan designed to adapt the network to a rapidly changing media landscape. This roadmap focuses on integrating AI into the core of the newsroom to streamline operations and enhance content delivery. The strategy is part of a broader vision for a “New India,” which emphasizes modernization and technological integration in the public sphere.
The transition to a digital-led model allows the network to strengthen its cross-platform play for advertisers. By leveraging AI, the company intends to create more personalized experiences for its audience, while maintaining its role as a primary news source in India.
Kanwal said the transformation is necessary to meet the evolving needs of the audience. The 38th [1] AGM served as the platform to formalize these goals, signaling a move toward a more agile, tech-centric business model that reduces reliance on legacy broadcasting methods.
This strategic pivot comes as media companies globally grapple with the disruption caused by generative AI and the decline of traditional cable subscriptions. NDTV's approach focuses on using these tools not just for efficiency, but as the primary driver of growth and audience engagement.
“NDTV is charting an AI-first, digital-led growth strategy.”
NDTV's move toward an AI-first model reflects a broader trend in the global news industry where legacy broadcasters are transforming into digital-native entities to survive. By explicitly linking its business growth to the concept of a 'New India,' the network is aligning its corporate identity with the country's national push toward digitalization and technological autonomy.
