Fake news and misinformation are not new thing in the media. But today, they arrive as hyper real videos and AI-cloned voices that look and sound just like a real person. For public relations professionals, media monitoring has always been the early-warning radar, scanning print, broadcast, and digital platforms for mentions that could shape a brand’s reputation. But in the deepfake era, where a convincing fake video or AI-cloned voice can spread globally within minutes, monitoring is no longer just about tracking what is being said. It’s about proving whether it’s real.
In recent years, we’ve seen explosive growth in fraud and the manipulative use of synthetic media. Industry studies report a massive uptick in deepfake fraud and content volume, while investigative reports highlight thousands of celebrities and brands victimized by non-consensual deepfake videos or images. The impact is widespread, ranging from financial scams to political manipulation.
“According to one recent global study, 70 percent of people say they’re not confident they can identify a real versus a cloned voice.”
How can media monitoring help in detecting deepfakes?
- Real-Time scanning: It uses tools and algorithms to continuously track content across social media platforms and websites. When a video or image appears with your brand name or logo in unexpected content, the trigger is alerted. By running 24/7 scans, the system instantly flags any suspicious videos, voice clips, or images that feature your client’s name, likeness, or brand assets.
- Check for authenticity: Monitoring can help you investigate suspicious content, keeping an eye on visual artifacts, lip sync mismatches, and facial inconsistencies. The monitoring team performs quick secondary checks—reverse-image searches, and cross-referencing with trusted sources.
- Timely Response: Once a fake video is identified, the brand can push takedown requests, issue clarifications, and work with platforms to remove or block deceptive content.
- Analysis and learning: Studying past incidents involving other brands or celebrities helps organizations strengthen crisis policies, raise awareness, and adopt authenticity measures such as digital watermarks or metadata tags.
Some real-life examples
In 2024, a video was circulated online making it look like former cricketer Sachin Tendulkar was endorsing a gaming app scam. It even falsely claimed his daughter also played the game. Media monitoring tools flagged it, and Tendulkar publicly clarified that it was a deepfake. Platforms were requested to remove the video. In another similar case, several fake videos surfaced showing the Ambani family endorsing dubious gaming apps. A fact-checking body (Deepfake Analysis Unit-A Misinformation Combat Alliance) reviewed and found that lip-sync deepfakes + synthetic audio were used. With the help of monitoring and analysis, these videos were debunked and removed.
HDFC Bank also took part in creating awareness for deepfake videos. Partnering with AI start-up Gan.ai, it deliberately created hyper-realistic deepfake videos of actress Nora Fatehi endorsing a fictitious brand called “Lulumelon,” offering unbelievable discounts. Initially, the audience was stupefied, but soon, HDFC revealed the truth that the entire “End of Scam Sale” was an awareness campaign to teach consumers how easily deepfakes can deceive.
Why Speed and Vigilance Matter
Whether a deepfake is malicious or educational, the takeaway is the same, speed and vigilance are critical. Continuous media monitoring helps brands catch threats early, limit reputational damage, and protect consumers from fraud. With the development of deepfake technology and AI, brands that invest in real-time monitoring and AI-driven analysis will be best equipped to stay ahead of the next synthetic scam.
Deepfakes create a new class of risk for brands, but they’re a solvable operational problem, not an existential apocalypse. The right combination of multi-modal detection, robust provenance practices, human verification, and cross-industry collaboration will preserve trust in media and protect brands and people from such harms. For PR professionals, media monitoring is no longer just about tracking news mentions, it’s about validating truth at the speed of the internet. Integrating deepfake detection into media monitoring turns PR from a reactive storyteller to a proactive guardian of authenticity.
In a world where seeing is no longer believing, staying vigilant is the ultimate brand asset.Media Monitoring in India:
In today’s hyper-connected, information-saturated world, perception is reality. For businesses, brands, public figures, and organizations across India, understanding how they are perceived across media channels is no longer a luxury—it’s a strategic imperative. Media monitoring in India has evolved from a reactive PR tool into a proactive, data-driven engine that powers reputation management, competitive intelligence, crisis response, and customer engagement.
As one of India’s leading public relations and integrated communications firms, PR24x7 has witnessed firsthand how real-time media intelligence transforms decision-making. This comprehensive guide explores the depth, relevance, and future of media monitoring in the Indian context—why it matters, how it works, and why partnering with experts like PR24x7 can give your brand a decisive edge.
What Is Media Monitoring?
At its core, media monitoring is the systematic process of tracking, collecting, analyzing, and interpreting content published across various media platforms. These include:
- Print media: Newspapers, magazines, regional dailies, trade journals
- Broadcast media: Television news channels, radio programs, talk shows
- Online media: News websites, blogs, digital press releases, forums
- Social media: Facebook, X (formerly Twitter), Instagram, LinkedIn, YouTube, Threads, and emerging platforms
- Influencer content: Reviews, endorsements, unboxing videos, sponsored posts
The goal? To answer critical questions:
- What is being said about your brand, product, or leadership?
- Who is saying it—journalists, customers, competitors, or influencers?
- Where is it being published—national dailies, hyperlocal blogs, or viral TikTok clips?
- When did the conversation start, and how is it evolving?
- How is the sentiment—positive, negative, neutral, or mixed?
In India’s linguistically and culturally diverse landscape, media monitoring goes beyond simple mention tracking. It involves contextual understanding, sentiment analysis in 22+ official languages, and regional nuance interpretation—making it both complex and indispensable.
Why Media Monitoring Matters in India: 5 Strategic Imperatives
1. Brand Reputation Management – Your Digital Shield
In India, where word-of-mouth and social validation heavily influence purchasing decisions, a single viral negative post can trigger a reputational crisis. Consider the 2023 case of a popular FMCG brand that faced backlash over alleged misleading advertising. Thanks to real-time media monitoring, the company detected the issue within hours, issued a public clarification, and mitigated long-term damage.
Media monitoring acts as an early-warning radar, enabling brands to:
- Detect misinformation or fake news
- Respond to customer complaints before they escalate
- Identify brand advocates and amplify positive narratives
2. Measuring PR & Marketing ROI
Gone are the days when PR success was measured by “column inches” or vague impressions. Today, data-driven PR relies on metrics like:
- Share of voice (vs. competitors)
- Sentiment ratio (positive:negative mentions)
- Media reach and engagement rates
- Key message penetration
PR24x7’s clients receive customized dashboards that translate raw media data into actionable KPIs—proving the tangible value of their communications investments.
3. Competitive Intelligence – Know Your Battlefield
In India’s fiercely competitive markets—from e-commerce to edtech—staying ahead means knowing what rivals are doing. Media monitoring reveals:
- Competitor product launches covered in TechCrunch or Economic Times
- Their crisis responses (or failures)
- Gaps in their customer service highlighted on Twitter
- Influencer partnerships they’re leveraging
Armed with this intelligence, businesses can refine pricing, adjust messaging, or launch counter-campaigns with precision.
4. Real-Time Customer Insights
Indian consumers are vocal. From complaining about delayed deliveries on Instagram to praising a new feature on YouTube, they share unfiltered opinions daily. Social media monitoring captures this goldmine of unsolicited feedback, helping brands:
- Improve product design
- Regional marketing campaigns (e.g., adapting flavors for South vs. North India)
- Identify emerging pain points before they become trends
For instance, a fintech startup used sentiment analysis to discover that users in Tier-2 cities struggled with onboarding. They quickly launched vernacular video tutorials—boosting sign-ups by 37%.
5. Crisis Prevention & Management
In the age of “cancel culture” and 24/7 news cycles, crises spread faster than ever. Media monitoring enables proactive crisis management:
- Detecting a brewing controversy (e.g., a factory pollution report in a local newspaper)
- Mapping stakeholder reactions across platforms
- Coordinating rapid, unified responses
PR24x7’s crisis teams use media monitoring not just to react—but to predict, prepare, and protect.
Types of Media Monitoring in India: A Multi-Channel Approach
India’s media ecosystem is uniquely layered—urban digital natives coexist with rural communities influenced by regional radio and print. Effective monitoring must be omnichannel.
1. Print Media Monitoring
Despite digital growth, print remains influential—especially in states like Tamil Nadu, West Bengal, and Punjab. Monitoring includes:
- National dailies (The Hindu, Times of India, Hindustan Times)
- Regional powerhouses (Dainik Bhaskar, Malayala Manorama, Eenadu)
- Niche trade publications (Pharma Times, Construction Week)
PR24x7 uses AI-powered OCR (Optical Character Recognition) to scan thousands of print editions daily—even in Devanagari, Bengali, or Gurmukhi scripts.
2. Broadcast Media Monitoring
TV and radio reach over 800 million Indians. Monitoring covers:
- Prime-time news debates (Republic, NDTV, India Today)
- Regional news channels (TV9 Telugu, ABP Ananda)
- Radio mentions (All India Radio, private FM stations)
Advanced tools capture spoken mentions, even without on-screen text, using speech-to-text AI.
3. Online Media Monitoring
From ScoopWhoop to The Wire, India’s digital news space is vast and dynamic. Monitoring tracks:
- Articles, op-eds, and press releases
- Comments sections (often revealing raw public sentiment)
- SEO performance of brand-related keywords
4. Social Media Monitoring
Platforms like X, Instagram, and YouTube drive public discourse. PR24x7’s tools track:
- Brand mentions, hashtags, and keywords
- Viral trends and meme culture
- Competitor hashtag performance
- Geo-tagged conversations (e.g., “#MumbaiRains” affecting delivery services)
5. Influencer & UGC Monitoring
With India hosting over 50 million content creators, influencer sentiment is critical. Monitoring includes:
- Sponsored vs. organic mentions
- Authenticity of endorsements
- Micro-influencer impact in niche communities
6. Hybrid & Custom Monitoring
PR24x7 offers bespoke solutions:
- Political campaigns: Track candidate mentions across 20+ languages during elections
- Healthcare brands: Monitor medical journals, patient forums, and regulatory updates
- Startups: Focus on investor sentiment in business media (YourStory, Inc42)
Why Choose PR24x7 for Media Monitoring in India?
While automated tools exist, human expertise + AI delivers superior results—especially in India’s complex media environment. Here’s why PR24x7 stands out:
24×7 Real-Time Monitoring
Our systems never sleep. From midnight Twitter storms to early-morning regional TV segments, we track it all.
Pan-India Linguistic Coverage
We monitor content in Hindi, Tamil, Telugu, Marathi, Bengali, Gujarati, Kannada, Malayalam, Punjabi, Urdu, and English—with native-speaking analysts ensuring accuracy.
Actionable Insights, Not Just Data
We don’t just dump reports. Our team provides strategic recommendations: “Engage this journalist,” “Address this complaint publicly,” “Leverage this positive trend.”
Industry-Specialized Teams
Whether you’re in banking, education, politics, healthcare, or entertainment, our domain experts understand your unique challenges.
Crisis Response Integration
Media monitoring is seamlessly linked to our crisis communication protocols—ensuring speed and consistency.
Affordable & Scalable
From startups to MNCs, we offer flexible plans—hourly monitoring, weekly digests, or enterprise-grade command centers.
The Future of Media Monitoring in India
The next frontier is powered by AI, machine learning, and predictive analytics:
- Predictive Risk Scoring: Algorithms will flag potential crises before they erupt
- Voice & Video Analysis: Monitoring YouTube vlogs and podcast mentions with emotion detection
- Deepfake Detection: Identifying AI-generated fake content threatening brand integrity
- Hyperlocal Geo-Monitoring: Tracking village-level WhatsApp forwards that influence rural markets
As India’s internet users cross 900 million, and digital content explodes in vernacular languages, media monitoring will become the central nervous system of brand strategy.
Media Monitoring Is No Longer Optional
In a nation of 1.4 billion voices, staying silent is not an option. Media monitoring in India is the lens through which brands see their true reflection in the public eye. It empowers leaders to act with confidence, respond with empathy, and innovate with insight.
PR24x7 doesn’t just monitor media—we decode narratives, protect reputations, and unlock opportunities hidden in the noise. In a world where perception shapes reality, let us help you own your story.
Ready to take control of your brand’s media presence?
Contact PR24x7 today for a free media audit and discover how real-time intelligence can transform your communications strategy.
PR24x7 – Your Trusted Partner in Media Intelligence, Reputation Management, and Strategic Communications Across India.