Sony Pictures Networks India (SPNI) and Google India have joined hands to integrate Google Gemini (Artificial Intelligence) into the hugely-popular Kaun Banega Crorepati (KBC) show. KBC, hosted by Bollywood legend Amitabh Bachchan, is India’s longest-running quiz-based show.

Google Gemini’s integration marks KBC’s first such partnership with any AI company since the artificial intelligence wave started in late 2022.

As part of the partnership, Sony will integrate Gemini into the KBC ecosystem on its linear TV channel as well as OTT platform Sony LIV. Gemini will be deployed as the interactive knowledge companion for viewers as well as aspiring contestants.

The aim of the move is to boost audience engagement, and support learning, preparation and participation.

Since starting more than two decades ago, KBC has put knowledge and learning at the core of the format. KBC has positioned itself as a show beyond prize money, providing a platform to improve general knowledge and stay up-to-date with current affairs.

SPNI said Gemini will help aspiring contestants access information, navigate through the registration process, and prepare for the show once selected, in an interactive manner.

Google and Sony are planning to integrate interactive learning challenges so that prospective participants can test and enhance their knowledge for the game show.

The Sony-Google partnership is the latest in a growing trend of media companies and technology firms collaborating to introduce Generative AI to entertainment programmes, as broadcasters are looking at AI-powered tools to boost audience engagement and personalisation.

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Digital news publishers across the world are reporting a sharp decline in traffic from both search platforms as well as the social media. The traffic erosion has sent jitters across the industry, especially among small publishers most of whom are facing an existential threat.

The trend is also creating concerns among media agencies and advertising ecosystems, which are heavily reliant on digital news publishers for the success of their campaigns.

The shift has been happening in the industry for several years now. Substantial Google algorithm changes post the Covid-19 pandemic started the decline, while the growth of Generative Artificial Intelligence platforms accelerated it.

The user search behaviour is now changing, with the tilt now being towards AI platforms like ChatGPT and Google Gemini instead of the traditional Google search.

That the content discovery, distribution and audience behaviour is undergoing a fundamental shift was clearly visible from the latest Press Gazette-Similarweb April 2026 data that showed a substantial decline for Indian publishers.

While Indiatimes, ranked number 5 on the list, witnessed a 8% year-on-year decline in visits in April 2026, Hindustan Times – ranked no 16 – lost half of its traffic over a period on one year. The traffic of Zee group’s India.com website crashed 66% over the same period.

India Communication Forum’s Deepak Nagpal spoke to a few digital editors to understand the whether the traditional digital news publishing and distribution model is now broken, and what is it that the publishers can do to deal with the challenge.

Vertika Kanaujia, Editor Operations, Financial Express, said much of the change can be attributed to the fact that Google now wants to be a destination for the users, and no longer play the role of just being an intermediary.

“For decades, Google had become the primary source of user acquisition and revenue generation for media organisations, big and small. Websites across the world have relied on users’ habit to ‘Google’ news and views to get views on their content. All that has now changed as Google no longer wants to be an intermediary but the final destination,” said Vertika.

She believes that the publishers have no choice left but to connect directly with their loyal users to stay relevant.

“Media houses are now working towards finding a model with ‘Google Zero’ reality after the platform announced AI-centric announcements. There are no immediate success models that have been identified, but building a core audience that either finds the brand beyond Google or visits it on a regular basis. Hence, building direct, loyal users is the publishers’ main objective,” she added.

Vertika views videos as a strong monetisation category as the text-based content fatigue has led to a lower interest in news coverage on websites.

Tarun Bhardwaj, Digital Editor, Outlook Money, didn’t mince his words and stated that the traditional model is now completely broken.

“The days of pre-Covid or pre-AI SEO writing are over. News websites need to target AI searches or integrate AI in their websites itself,” Bhardwaj told ICF.

Asked whether the digital news industry made a mistake by relying too much on Big Tech platforms for both content distribution and survival, Bhardwaj said they had no other option 10-15 years back.

“In retrospect, it may look like a mistake but realistically, what was the other option in 2010s? Big Tech platforms were and are controlling the digital space unless we create a separate ecosystem like in China, which in turn is controlled by the government. There will always be control. Days of free media is over,” he stated.

Vertika accepted the industry’s mistake, saying the digital media business model built no direct relationship with the audience and depended heavily on a third party to deliver the content.

“Suddenly, that third party removed the rug and flipped everyone over,” she said, adding, “Those who invested in building a user base and diversifying the content beyond Google even before the Google pivot are in a more comfortable position today.”

Vertika also had a warning for publishers which had failed to invest in long-term content building during the “easy Google money days”.

“With its new AI pivot, Google is aggressively looking at locking users into a ‘zero-click loop’. With content fatigue, publishers that are over-reliant on any one platform are going to suffer the most,” she stated.

Bhardwaj agreed with the view and said: “News in text form has been hijacked by AI for now. The option left is to bypass AI via multimedia.”

How the digital news ecosystem in India navigates the shifting patterns in content distribution and consumption will be viewed with much interest in the months and years to come, but one verdict seems clear: the industry will have to evolve at a faster pace than it has ever before if it has to meaningfully tackle the challenges posed by an evolving Google and advancements in artificial intelligence.

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