Apeejay’s ‘Media Chaupal’ focuses on the power of media in shaping narratives, influencing society, integrating AI

Apeejay Institute of Mass Communication (AIMC) and Apeejay School of Management (ASM) in Dwarka recently hosted the 4th edition of Media Chaupal – One Rhythm, One Stage, A Million  Ideas. An insightful and thought-provoking event that brought together distinguished media professionals, strategists, and academicians to discuss the evolving landscape of media, communication, and marketing. The event emphasised that media is not just a means of disseminating information but a powerful tool that influences society, shapes awareness, and drives conversations.

Uniting Voices and Perspectives

The one-day long event commenced with welcoming of the distinguished guests by playing dhol. Prof. Sajal Mukherjee, Director of Apeejay Institute of Mass Communication,  welcomed the panelists, setting the stage for an engaging session. The discussion traced the technological advancements in media, from the commercialisation of television in 1979 to the introduction of colour advertisements. He highlighted, “The media has evolved, from black-and-white advertisements to today’s multi-platform digital campaigns.” 

Prof. Rahul Singh, Director, Apeejay School of Management, discussed the interplay between past experiences and future opportunities, stressing that while technology will redefine media practices, knowledge and historical frameworks must not be overlooked.

Delivering the keynote speech, K G Suresh, Professor Emeritus, AIMC, emphasised the importance of preparing communicators for a rapidly evolving industry. He mentioned that there are limitations with using AI and thus advised students, “Do not blindly trust technology”. He further said, “At the end of day, we, teachers, do not want to create robots. We are not technology obsessed as it is equally important to understand that we are not grooming technocrats, we are grooming communicators, and communicators need to be very sensible and  sensitive human beings. A very important point is ethics.”    

Brainstorming sessions 

The first panel discussion “Future of Advertising & Public Relations Using Technology” featured eminent speakers including Abhijit Basu, Founder & Managing Director ABM Communications and Puja Pathak, Founder, Media Mantra & Influsurf Communications. The session was moderated by Vikram Srivastava, Creative Strategist & Storyteller. From an advertiser’s perspective, selecting the best time and platform for communication remains a crucial strategy in marketing, the panelists threw light on key factors.    

The panelists further delved into the role of AI in advertising, with discussions on emerging trends and technological advancements. Abhijeet Basu mentioned that AI should be seen as a tool rather than a replacement for creativity. He emphasised the importance of human insights, consumer psychology, and strategic thinking in effective advertising. Pooja Pathak highlighted that branding is a slow-burning process, requiring sustained efforts rather than quick-fix solutions. Both speakers agreed that influencer marketing has opened new avenues for brands, especially those with limited budgets, allowing direct engagement with target audiences.

The budding journalists and other guests also had the privilege of attending an interesting session “Media Ki Baat” in which Prabhu Chawla, Editorial Director, The News Indian Express, was the key speaker and the session was moderated by K G Suresh, Professor Emeritus, AIMC.    

In the ‘Sidhi Baat’ session, Prabhu Chawla reflected on his journey in journalism, describing himself as an accidental journalist who followed the principle of “favour none, fear none”. He emphasised that questioning is the foundation of good journalism and that the process of learning and discovering new facts should never cease.

The post lunch panel discussion featuring Atul Agrawal, Founder & Editor in Chief ‘Hindi Khabar’ Network, Ashok Shrivastava, Senior Anchor & Senior Consulting Editor, DD News and RJ Saatvik Arora highlighted how technological advancements, social media penetration, and audience-driven content have redefined traditional media practices. 

Atul Agrawal emphasised the importance of ethical journalism in an age of misinformation and the responsibility of media professionals in maintaining credibility. Moderater K.G. Suresh provided an academic perspective on media literacy, urging students to critically engage with news and digital content. 

Further, Ashok Shrivastava shared his experiences in political journalism and how media platforms play a pivotal role in shaping public opinion and governance. RJ Saatvik Arora brought a fresh perspective on how radio and digital audio platforms continue to thrive, adapting to new audience preferences and engagement strategies.

The Media Chaupal successfully united voices from various domains, offering a platform for engaging discussions on media’s past, present, and future. It highlighted the power of media in shaping narratives and influencing society, while also addressing the challenges posed by rapid technological advancements. The enriching sessions provided valuable takeaways for industry professionals, academicians, and students, reinforcing the idea that media is not just about information—it is about influence, power, and awareness.