Media Viability in the Age of AI

SUMMARY

What does media viability really mean when artificial intelligence, shrinking funding, and platform monopolies all collide? And how can we protect journalism in today’s most fragile contexts? 

At the International Journalism Festival 2025, RNW Media hosted a side event: “Sustaining journalism: A fresh take on media viability in the era of AI“, moderated by Media Innovation Director Lei Ma. We invited bold thinkers to explore these urgent questions and uncover new ideas for action.

Watch the recorded session and find our summary below

Putting the audience first 

Wouter van Tongeren, CEO of RNW Media, CEO of RNW Media, opened the event by questioning traditional broadcasting models. His message was simple: media must grow with its audience, not the other way around.

RNW Media’s shift from shortwave radio to digital-first platforms in places like Yemen, Nigeria, and Mexico wasn’t just about tech. It was about trust. “We follow the audience,” said Tongeren. “Whether it’s Facebook, Instagram, TikTok or YouTube, we ask: what do they need to know and how do they want to receive it?” 

This people-first approach now fuels three areas of focus in RNW Media’s new strategy: supporting media partners, building a global network of changemakers through The Vine community, and advocating for fairer digital ecosystems that hold Big Tech accountable.

AI, power, and the battle over information 

Dr Courtney C. Radsch, director of the Center for Journalism and Liberty at the Open Markets Institute, offered a sobering view of how media freedom is under pressure in the United States and why that matters globally in her keynote speech. 

From the weakening of Voice of America to Big Tech’s unchecked influence over data and content, Dr Radsch argued that AI is no longer just a tool: it’s a political weapon. “We’re seeing U.S. tech firms shaping AI in ways that embed ideology and erase diversity,” she warned. “And that’s not just affecting media in the U.S. – it’s influencing journalism worldwide.” 

In her call to action, Dr Radsch said media must take charge by blocking AI bots, documenting where their content is being reused, and joining licensing schemes that demand fair compensation for journalistic work. “AI doesn’t learn – it copies,” she reminded the audience. “We need to stop treating it like a neutral observer.” 

What if media viability already exists, just not where we’re looking? 

Bruce Mutsvairo, Professor and Chair of Media, Politics & the Global South at Utrecht University, turned the spotlight on the Global South, not as a region in crisis, but as a source of insight. “Journalism didn’t die in the Global South. It adapted.” 

In many countries, journalists are surviving with limited resources all while doing critical work. From freelance mechanics in Sub-Saharan Africa who run Facebook news pages to Malian journalists crowdfunding to push back against foreign propaganda, resilience is real. Professor Mutsvairo called on global media leaders to rethink what viability really looks like and to stop relying on outdated models from the West.

“Let’s learn from those working with less because they’ve been surviving the collapse of media systems long before it became a global crisis.” 

What does media viability mean to journalists on the ground? 

Sana Naqvi, Team Lead Impact of RNW Media, shared preliminary research findings from 124 media partners across Africa, the Middle East, Asia, and Latin America. From these initial findings, key ideas stood out: media viability isn’t about follower counts or flashy tech: it’s about trust and connection. 

For many, viability starts with language. Publishing in local languages builds lasting relationships with audiences – but funders often expect content in English. Translation takes time and money, and without it, vital voices risk going unheard. 

Funding also comes with trade-offs. Partners described how donor themes and tight timelines can push them away from urgent, community-driven stories, sometimes leading to self-censorship. 

AI is both a tool and a risk. While it helps some personalise content and analyse trends, others saw their work flagged or suppressed, especially when published in Arabic or indigenous languages. 

As Naqvi put it: “Media viability is not just a structural or financial problem. It’s a people problem. And the solutions must be people-led.” 

A shared language for media support 

To close the session, Dr Laura Moore, Deputy Head of Policy and Learning at DW Akademie, introduced the Media Viability Manifesto, co-developed by 13 international organisations. The manifest’s vision is to promote a shared understanding of what media viability really is and what it takes for efforts to become joint.  

“Viability, sustainability, resilience… we throw around a lot of terms,” Dr Moore said. “But donors, implementers, and journalists need a shared strategy, not just a shared vocabulary.” 
 
The manifesto aims to create that common foundation without erasing nuance or context. 

So, what’s next? 

What remains clear from our session is that media viability isn’t a fixed goal. It’s a moving target that shifts with context, politics, and technology adaptation. In fact, sustainability of journalism depends on bold, equitable and collaborative work.  

And that starts with asking the right questions: 

• What if local knowledge led global innovation?
•  What if trust was our key metric for success? 
• What if journalism could drive tech accountability and help reshape policy? 

RNW Media thanks our lineup of speakers for their participation in this event! 

If you are interested in taking part in the Media Viability research conducted by RNW Media. Get in touch with our Impact Lead, Sana Naqvi at sana.naqvi@rnw.org