Nittin Tyagi

Artificial intelligence is no longer a futuristic concept; it has become a powerful force driving innovation across industries. Partho Dasgupta , former CEO of BARC India and a respected media strategist, believes that AI’s growing influence is transforming the very essence of creativity in the media landscape. He sees this convergence of technology and imagination as the beginning of a new era of storytelling. Partho Dasgupta explains that AI is helping creators push creative boundaries in ways that were once unimaginable. From automated editing and smart content recommendations to predictive analytics, technology is changing how stories are made and shared. He emphasizes that AI is not here to replace human creativity but to enhance it, giving artists, journalists, and producers more freedom to focus on ideas while technology handles the execution. In today’s fast-moving world, audiences crave content that feels relevant and personal. AI-powered tools help media professionals unders...

The media world is witnessing a dramatic shift as independent creators take center stage. Partho Dasgupta , former CEO of BARC India and a leading voice in the media and entertainment industry, believes that the rise of the creator economy marks a new chapter in how content is produced, consumed, and valued. He explains that this transformation is giving power back to individuals, reshaping the very foundation of modern media. Partho Dasgupta notes that the creator economy thrives on authenticity and connection. Unlike traditional media, where narratives were controlled by large corporations, digital platforms now enable anyone with talent and creativity to reach global audiences. This shift has democratized storytelling, allowing diverse voices and perspectives to flourish across platforms such as YouTube, Instagram, and podcasts. He emphasizes that technology has played a crucial role in driving this change. The accessibility of high-quality production tools, data analytics, and glo...

Radio, one of the oldest forms of mass communication, is experiencing a remarkable transformation in the digital era. Partho Dasgupta , former CEO of BARC India and a leading media strategist, believes that the medium’s adaptability is what keeps it thriving. As technology reshapes how audiences consume content, radio continues to evolve while retaining its authentic charm and emotional connection with listeners. Partho Dasgupta explains that digital technology has breathed new life into radio. Streaming platforms, mobile apps, and podcasts have expanded its reach beyond geographical boundaries. Listeners today can tune in from anywhere, at any time, enjoying both live broadcasts and on-demand content that cater to their personal preferences. He points out that the integration of radio with digital ecosystems has created a more interactive and dynamic experience. Modern listeners engage with shows through social media, participate in live discussions, and even contribute content. This...

Television, once ruled by fixed schedules and limited channels, is now entering a powerful new phase driven by the audience. Partho Dasgupta , former CEO of BARC India and a respected voice in media strategy, believes the balance of power in entertainment has shifted. Viewers now decide what they want to watch, when they want it, and on which platform, making personalization the new definition of prime time. Partho Dasgupta explains that digital innovation has completely transformed how content reaches people. Streaming platforms, smart devices, and on-demand services have replaced the rigidity of traditional television. Audiences today are no longer bound by timings or networks; they curate their own entertainment experiences with full control and choice. He points out that this change is not just technological but cultural. Viewers are increasingly drawn to quality storytelling rather than specific channels or broadcasters. Partho Dasgupta notes that the modern audience follows the ...

The global business landscape is undergoing a profound transformation, and sustainability now stands at the heart of it. Partho Dasgupta , former CEO of BARC India and a seasoned strategist, believes the companies that embrace sustainable practices today are the ones that will define tomorrow’s success stories. He asserts that sustainability is no longer a matter of choice but a crucial element of responsible and resilient growth. Partho Dasgupta explains that true sustainability extends far beyond reducing emissions or conserving resources. It requires businesses to rethink their entire approach, from operations and supply chains to innovation and leadership. Companies that integrate sustainable models are not only contributing to environmental well-being but also discovering new pathways to efficiency, innovation, and long-term profitability. He points out that sustainability is a powerful tool for resilience. In an age of climate challenges, economic uncertainty, and evolving globa...

Television has long been the heartbeat of Indian households, delivering news, entertainment, and cultural touchpoints. But the landscape is shifting. Partho Dasgupta , former CEO of BARC India and now Managing Partner at Thoth Advisors, observes that traditional cable TV is under pressure as viewers increasingly turn to streaming platforms and on-demand content. Dasgupta points out that cord-cutting is driven by changing consumer habits. Audiences today demand flexibility, choice, and personalization. They want to watch content on their own schedules rather than follow rigid programming. This shift challenges cable operators to rethink their offerings and innovate to remain relevant. Streaming services are a major catalyst for this transformation. Dasgupta highlights that platforms providing original, niche, or interactive content are attracting younger, tech-savvy viewers. Even established broadcasters are investing in digital platforms to retain audiences and remain competitive in a ...

Radio, one of the oldest forms of mass communication, continues to surprise and evolve in the digital age. Partho Dasgupta , former CEO of BARC India and now Managing Partner at Thoth Advisors , believes the medium is experiencing a renaissance. While streaming services and podcasts dominate attention, radio remains a unique platform that blends immediacy, intimacy, and community connection. Partho Dasgupta emphasizes that radio’s strength lies in its accessibility. Unlike other media, it requires minimal technology, making it a lifeline for audiences across urban and rural India. This broad reach, he says, ensures that radio continues to influence culture, trends, and public conversation, even as the landscape shifts. Innovation is at the heart of radio’s transformation. Partho Dasgupta points out that stations are now experimenting with digital simulcasts, interactive programming, and social media integration. These initiatives create new engagement opportunities, allowing listene...