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Media stalwarts share thoughts on ‘Crowdsourcing’ at XIMB Media Conclave

Aug 29, 2015, Bubaneshwar: Crowdsourcing in a concept that defines the modern method of doing work as the process of obtaining needed services, ideas, or content by soliciting contributions from a large group of people, and especially from an online community, rather than traditional employees or suppliers. In cognizance of this fact, IlluminatiX, the Media & PR cell of XIMB, organized the second edition of Communique, their media conclave themed- Crowdsourcing in Media: Trends, Analysis, Insights & Projections.

The moderator of the conclave Mr. Pradyuman Maheshwari, Editor-in-Chief  & CEO of MxM India, said, “concept of crowdsourcing was not a new one but, has been formalized in the recent past. It is the new buzz in the media, but there is always a danger of content not being original.”

Mr. Hari Kidambi, General Manager, Talenthouse India, focused on the connect between content and the people. He stated that crowdsourcing in media brings people closer and facilitates the desire to share ideas. He stressed upon the fact that “people ultimately makes the decision whether the content is good or bad” and the demand for quality content is rising but the availability is no matching up. Mr. Abhay Kumar, Senior Vice-President, Digital Business Hotstar, said that all the crowdsourcing done, is on the back of technological developments and will continue to do so in the future. He cited examples of the Arab Spring & Occupy Walls Street showing the aspect of citizen journalism and crowd sourced action by the citizens.

Mr. Indrajit Gupta, Founder, Founding Fuel & Founding Editor, Forbes India, emphasized on the responsibility that comes with crowdsourcing. He said, “Collective out sourced intelligence is quickly outgrowing the base of existing media, however attention should be drawn towards What works and what does not work?. We should not look towards the west for ideas, instead extract from the vibrant pool of ideas form the local crowd.”

Mr. Prabhu Chawla, Editorial Director, The Sunday Standard & The New Indian Express, brought in a different perspective of crowdsourcing in media. He related the concept of crowdsourcing to the marketing aspect of the media, stating it as a money making strategy providing short term gains. He said, “Anything dependent on crowd sourcing cannot be a sustainable model”, hence seeking clarity in the purpose of crowdsourcing is important. Information from the crowd can be flawed and misleading, thus credibility check of the content is of utmost importance,” he stressed.


Xavier University, Bhubaneswar (XUB) was established in accordance with the Xavier University Act 2013 and was inaugurated on the 7th of July 2014. The University is India’s first digital University and an institution of higher learning for imparting professional and technical education. It is a self-financing institution of higher learning for imparting professional and technical education. XUB offers its Masters in Business Management through its flagship school, XIMB, a 28 years old business school of global repute. Inspired by the Jesuit spirit of ‘Magis’, or excellence, XIMB strives to be a premier institute globally recognized for management education, training, research, and consulting that help build a just and humane society. It is counted among the leading management institutions in the country.

– Media & PR cell of XIMB Press Release

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