Integration of Artificial Intelligence in the Regional Media: A Case Study of Odisha Television (OTV)

Abstract

The arrival of artificial intelligence (AI) has revolutionised news gathering, production, and dissemination in journalism and mass media. At this moment, it has become familiar to see media organisations across the globe using AI in their newsrooms. In fact, it has the potential to disrupt news production and consumption. Further, AI has enhanced competition in technological adoption and automation in media houses. To compete with national and international media, regional media organisations have also started using AI. This paper looks at the use of AI by regional media. It does so through the case study of Odisha Television Network (OTV), one of the largest media organisations in Odisha, India. The study examines how OTV employs AI across various functions in the newsroom, including content creation and curation, translation, graphics and image generation, voice-over, scripting, story pitching, trend analysis, and synthetic anchoring. Using a case study approach, the research adopts a qualitative research design. Data were collected through a content analysis of AI-generated content in the OTV newsroom and a few in-depth interviews with OTV’s technical expert and a media AI technology expert. Thematic analysis was applied to the data transcription to identify key patterns relating to AI applications, newsroom efficiencies, role transformations, and challenges in a regional media context. Findings revealed increased efficiencies in newsrooms, enhanced multilingual communications and broader audience reach, though not without challenges such as cost, data, and ethical issues. Ultimately, the research concludes that AI serves as a partner that combines journalistic activities. In addition, regional media should have the right mix of tech and human editorial judgment, with AI making decisions.