Akshansh Yadav, Chief Product and Technology Officer, ITV Network
The M&E industry is undergoing a significant transformation, fuelled by the swift adoption of cutting-edge technologies such as artificial intelligence (AI), machine learning (ML), internet of things (IoT), augmented reality (AR), virtual reality (VR) and extended reality. In an interview with tele.net, Akshansh Yadav, Chief Product and Technology Officer, ITV Network, talked about the digital trends influencing the sector, the company’s deployment strategies, key challenges and plans for future growth…
How have information and communications technology (ICT) needs evolved in the news media space over the past few years?
The sector’s needs in the news media space have evolved rapidly over the past few years, driven by shifts in technology, audience expectations and a competitive landscape. There is a strong drive towards hyper-personalisation, using algorithms to curate and deliver content aligned to individual user interests, boosting engagement and audience loyalty. Interactive storytelling and immersive formats are transforming how stories are told and experienced, making news consumption more engaging and participative. The role of AI has expanded to tasks such as real-time fact-checking, trend analysis, rapid content production and hyper-targeted distribution. The segment is evolving at breakneck speed, and players must adapt in order to stay relevant.
How are you leveraging new-age technologies? What are their noteworthy use cases?
5G has made information consumption and distribution in the new-age video formats very convenient. HD videos and immersive experiences are now accessible to the masses. AI-automated news writing, language translation, content recommendation, smart search, fake news detection and advanced analytics are being adopted across the industry. Blockchain helps secure and ensure tamper-proof content archiving and combat fake news.
What major challenges have you experienced in terms of their adoption? How are you addressing those?
One of the key barriers is the presence of legacy systems and traditional mindsets, which impede the rapid integration of modern technologies and necessitate significant shifts in organisational culture and operational processes. Privacy and security concerns also pose substantial risks, particularly with the implementation of IoT, AI and blockchain technologies, where data protection and regulatory compliance remain critical issues. The high costs associated with upgrading infrastructure for technologies such as 5G and migrating to the cloud present further obstacles, especially for smaller organisations with limited budgets. Additionally, there are notable skill gaps across the workforce, highlighting the need for continuous upskilling of staff to effectively utilise advanced technologies such as AI and blockchain. Further, the rise of AI-generated content has introduced new challenges related to trust and the spread of misinformation, making robust verification tools and strong editorial oversight essential to maintain credibility and public confidence.
What top priorities are expected to shape your organisation’s digital road map?
Over the next two to three years, our top priority is to focus on deepening personalisation and intelligent content delivery by leveraging advanced AI technologies. There will be a strong emphasis on expanding mobile-first strategies, short-form content and immersive media formats to better engage younger audiences. Additionally, successfully monetising both free and premium content through flexible subscription models and micropayment infrastructure will be crucial for sustainable revenue growth. Investments in newsroom automation and real-time analytics are expected to boost operational efficiency, while ensuring robust data privacy and cybersecurity across all digital operations will remain a key focus to protect user information and maintain trust.
Which key digital trends are expected to impact the sector going forward?
Several key digital trends are poised to shape the future of the news media sector. The growth of AI-driven content creation and curation is transforming how news is produced and personalised for audiences. Interactive and immersive journalism is gaining prominence, with technologies such as VR and AR enabling more engaging and experiential storytelling formats. Another significant trend is the rise of journalists as influencers, which is shifting the power dynamics towards individual content creators and their personal brands. Blockchain-based solutions are also expanding, offering secure, transparent and decentralised approaches to content management and audience transactions. Additionally, the widespread adoption of 5G and IoT is enhancing the speed and richness of live, location-based journalism while improving overall operational efficiency. Further, the battle against misinformation continues, with advanced verification tools and trust-building mechanisms playing a critical role in safeguarding the credibility of news platforms.
