Between the AI and Traditional Media: Journalists’ Perceptions of Employment from Ratings-Driven News Media

Abstract

The study has aimed to explore the “Perceptions of Journalists from the Ratings Driven Traditional News Media Regarding Employment in the Age of AI”. The research has applied a qualitative approach, that allows interviews with industry professionals, to examine how AI influencing employment. The population for this study was consisted of employees working in various departments at Pakistan’s top ratings driven news media i.e. ARY News, Geo News, Dunya News and Samaa TV which includes editorial, technical, and administrative staff. A sample of 18 media employees was selected for semi-structured interviews that includes 18 senior media professionals, including editors, reporters, and technological experts, using snowball sampling technique. The study has focus on top ratings driven news media namely Geo News, ARY News, Dunya News and Samaa TV, revealing that while Artificial Intelligence (AI) technologies enhance productivity and content personalization, they also present challenges in terms of job insecurity, skill gaps, and labour market restructuring. The findings have offered valuable insights for media professionals, policymakers, and academics interested in understanding the complexities of AI’s integration into journalism and its broader implications on employment in Pakistan’s evolving news media landscape.