FOURTH RIGHT: How creators are eating into India's media empire
By Pragadish Kirubakaran in Media News on Monday, 16th March 2026 at 4:06pm
Image edited by Dinesh Raj M
India's news titans are staring down a digital guillotine and it's not platforms wielding the blade, it's their own addiction to someone else's audience. Kunal Sinha for Maxim India noted that nearly 900 million users are glued to WhatsApp forwards packed with half-baked scoops and 491 million YouTube addicts lapping up rants from bedroom pundits instead of primetime anchors. It appears the audience didn't bail, they just built their own news bazaar with viral reels and carousel posts.
If we rewind back to the golden era, newsrooms were the full-stack bosses: they dug up stories shoved them down your throat via Doordarshan or dailies, raked in ad rupees from Fair & Lovely to Fevicol, and whispered what India should think abou...
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