Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
As Panjab gears up for the 2027 Assembly elections, a digital media boom is reshaping the state’s news landscape. A growing number of journalists, former newsroom professionals, and political commentators are launching independent YouTube (YT) channels, and news websites. Driven by a desire for editorial autonomy, wider reach, and new revenue streams, this rapid expansion is transforming how political information is produced and consumed. The move is also raising critical questions about credibility, influence, and the increasingly blurred boundaries between journalism, political messaging, and social media content. The Panjab government’s Department of Public Relations has empaneled more than 100 websites and YT channels, making them eligible to receive government advertisements. Founder of one such interviews-based YT channel Adbi Baithak, Harpreet Singh Kahlon says, 'With the spread of social media, the distinction between journalist, influencer, and content creator has become blurred, while the boundaries between government public relations and news media are also disappearing.' This media shift coincides with aggressive state efforts to leverage social media. In October 2023, Panjab launched an Influencer Empowerment Policy through which creators are paid to promote tourism, culture, and governance on YT and Instagram, with remuneration reaching up to USD 3.1K for standard tiers and USD 8.4K for Category A influencers with more than one million followers. The digital boom is altering the economics of the industry by drawing talent away from traditional media organizations and it affects the way news breaks in Panjab, first on YT channels or niche websites before filtering into mainstream media. Founder of channel Bold Punjab, Vikram Singh says, 'Governments are controlling the media, which becomes frustrating for ethical journalists. An independent channel not only provides greater independence but also better earnings and allows one to be one’s own boss.' However, independent journalists also have to negotiate government control. For example, a journalist from Bathinda, Rattandeep Singh Dhaliwal—who had earlier won against the government's copyright strikes and removal of his social media pages—recently alleged 32 current Members of Legislative Assembly may not receive party tickets for the upcoming state assembly elections. This led to ruling Aam Aadmi Party legislators filing multiple cases against him in various districts. Police from those districts kept raiding his home forcing him to approach the Punjab and Haryana High Court for relief (earlier coverage).
Recent Posts
View all
