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The state government of Goa has implemented its Social Media Influencer Policy, under which content creators can earn approximately Rs 50,000 for producing a single audiovisual piece for the government. However, the policy is being criticized for the government’s failure to conduct stakeholder consultations prior to its implementation.

In response to a Right to Information (RTI) query submitted by a member of the Internet Freedom Foundation, the Department of Information & Publicity disclosed that the Goa government allocated Rs 20,85,237 for developing empanelment software and Rs 1,41,35,000 for project execution. A copy of the response is with Storyboard18.

Actual expenses for the development and implementation of the empanelment software totaled ₹11,21,000, while the project’s execution costs amounted to Rs 3,56,000.

The RTI response further revealed that no consultations were held with stakeholders, other ministries, or departments during the drafting or finalization of the policy.

The Entertainment Society of Goa (ESG), the nodal agency responsible for hosting the International Film Festival of India (IFFI), will utilize the services of social media influencers to promote government schemes, policies, and programs. The ESG will heavily utilize social media influencers to promote IFFI on multiple platforms. 

Contracts with social media influencers will initially last for one year and may be extended for up to two additional years based on satisfactory performance. Influencers' performance will be reviewed every six months.

The remuneration for influencers is divided into four categories based on their follower count:

Grade A: 100,000+ followers/subscribers
Grade B: 50,000–99,999 followers/subscribers
Grade C: 25,000–49,999 followers/subscribers
Grade D: 10,000–24,999 followers/subscribers

Influencers must maintain an active presence on platforms such as Facebook, Instagram, YouTube, or X (formerly Twitter) for at least one year. According to the RTI, applicants must also have at least 60 posts in the past six months and be residents of Goa. Additionally, all content must be approved by the nodal agency before publication, and the government will retain ownership of the content.

Remuneration for influencers varies as follows:

Posting graphics provided by the nodal agency: Rs2,000 to Rs500 (Grades A to D)
Posting audiovisuals provided by the nodal agency: Rs4,000 to Rs1,500 (Grades A to D)
Creating and posting audiovisuals: Rs50,000 to Rs10,000

The Uttar Pradesh government was the first to introduce a Social Media Policy, followed by the Karnataka government’s Digital Advertising Guidelines 2024. Both policies offer similar benefits to influencers. Consequently, influencer marketing agencies and content creators are advocating for comparable pay models in other states, including Maharashtra.

Under Uttar Pradesh’s Social Media Policy 2024, the government has appointed a digital agency, V-Form, to manage advertisements, including videos, tweets, posts, and reels. The policy sets the following maximum monthly payment limits for influencers on various platforms:

X (formerly Twitter): Rs5 lakh
Facebook: Rs4 lakh
Instagram: Rs3 lakh
YouTube: Rs8 lakh for videos, Rs7 lakh for shorts, Rs6 lakh for podcasts, and Rs4 lakh for other content.

The IEC (information, education, and communication) cell of the state department of health, medical education, and family welfare of Jharkhand government roped in influencers to spread awareness on Health schemes such as ‘Ayushman Bharat’ and ‘Mukhyamantri Gambhir Bimari Upchar Yojana’. 

With multiple state government implementing Social Media Influencer policies, experts believe that striking a balance between leveraging influencers for outreach and maintaining ethical standards is crucial. While these policies offer lucrative opportunities for content creators, they also raise concerns about transparency, stakeholder involvement, and content ownership.

Goa implements Social Media Influencer Policy; more posts, more paisa

Snap Inc CEO Evan Spiegel is optimistic about Artificial Intelligence, predicting it will boost creativity without replacing traditional creative roles anytime soon, he said in an exclusive interview with CNBC-TV18.

Acknowledging that AI is rapidly transforming industries, Spiegel said, “There is so much opportunity with generative AI.”

Elaborating on Snap's collaboration with OpenAI on a chatbot and the potential for AI to enhance image and video creation, Spiegel said, “If you look at the history of our augmented reality (AR) business, a lot of those AR lenses were built in Lens Studio, involved generating a lot of 3D assets by hand.”

The Snap Inc CEO believes that AI will transform this process, stating, “I think not only will 3D assets be generated by artificial intelligence, but the entire lens authoring process, and ultimately, the rendering of the lens, will be driven by AI as well.”

Addressing concerns about AI's role in the movie industry, Spiegel referenced recent comments from actor Ben Affleck, who expressed scepticism about AI taking over creative roles.

“AI is not replacing Ben Affleck anytime soon,” Spiegel quipped, reinforcing the idea that while AI can streamline processes and reduce turnaround times, it cannot substitute for the artistry and direction provided by human creators. He added, “It’s not going to be able to do away with real actors, directors, and so on.”

Spiegel further elaborated on the democratisation of creativity that AI tools which he said can facilitate. “At Snap, we believe that everybody is born creative... but I think over time, whether it's through fear or because we don't necessarily have the tools to express ourselves, that creativity can be suppressed,” he explained. He added that when Snap provides creative tools to its community, “that sort of creativity is unleashed”.

Looking ahead, Spiegel expressed excitement about the future of AI, envisioning a world where individuals everywhere can express their creativity more freely. “The most exciting thing is that people everywhere will be able to truly express their creativity,” he said, adding that Snap is committed to empowering users through innovative technology.

Artificial intelligence will boost—not replace—creators: Snap CEO

AI-powered search engine Perplexity is now claiming to be a one-stop solution where users can research and purchase products. It marks a big leap forward in how Perplexity aims to serve its users – empowering seamless native actions right from an answer. 

This new discovery experience is powered by platform integrations including Shopify, which gives access to the most recent and relevant information on products across Shopify-powered businesses globally that sell and ship to the US.

The US-based firm said it will be expanding the Perplexity shopping experience to new markets after its U.S. launch. 

To scale the Perplexity shopping experience, the firm is also launching the Perplexity Merchant program to make it easy for large retailers to share their product specs with the platform, "ensuring we can access live details on all the best available products," the company said.  

"This program is free for merchants, and we've designed it to give them a straightforward process for sharing data. This is distinct from and unrelated to Perplexity’s new sponsored questions ad products." 

The company is serving over 100 million queries per week, Perplexity CEO Aravind Srinivas wrote in an October 25 post on X. “Next stop: 100M+ queries every day.”

Perplexity launches new AI-powered shopping assistant amid intense competition in Search

The Competition Commission of India (CCI) fined Meta Rs 213.14 crore on November 18 for abusing its dominant position in relation to WhatsApp's 2021 privacy policy update, in addition to issuing cease-and-desist directions. WhatsApp has more than 500 million monthly active users in the country.

CCI has also directed WhatsApp not to share user data collected on its platform with other Meta products or companies for advertising purposes for a period of five years, along with other remedial measures.

A press release issued by CCI said that it has issued cease-and-desist directions to Meta and WhatsApp and has also asked it to implement certain behavioural remedies. "The Commission also issued cease-and-desist directions and also directed Meta and WhatsApp to implement certain behavioural-remedies within a defined timeline," it stated.

In January 2021, WhatsApp had informed users about updates to its terms of service and privacy policy, effective from February 8, 2021. Unlike the previous privacy policy from August 25, 2016 the updated policy made data sharing with Meta mandatory.

CCI started an investigation in March 2021 into WhatsApp's revised privacy policy, which enabled mandatory data sharing with Facebook and its companies, along with an expanded scope of data collection. 

It concluded that Meta Group, through WhatsApp, was in a dominant position in the market for messaging apps through smartphones in India and in a leading position in online display advertising in India. According to the commission, the policy compels all users to accept expanded data collection terms and sharing of data within the Meta Group without an option to opt out of it.

"Given the network effects and lack of effective alternatives, the 2021 Update forces users to comply, undermining their autonomy, and constitutes an abuse of Meta’s dominant position. Accordingly, the Commission finds that Meta (through WhatsApp) has contravened Section 4(2)(a)(i) of the Act" CCI stated.



CCI slaps Rs 213 crore fine on Meta over WhatsApp privacy policy; bars data sharing for ads

Union Minister Ashwini Vaishnaw, on Saturday, November 16, reiterated the need for digital media platforms to take responsibility for limiting fake news. While speaking on the occasion of National Press Day, Vaishnaw said, “The first challenge is the challenge of fake news and disinformation.”

Vaishnaw pointed out the lack of verification on digital platforms, where anyone can publish content without accountability. “Since the platforms do not verify whatever is posted on those platforms, who will take the responsibility for the content which is published on the platforms?” he asked.

The I&B minister questioned the relevance of the 'safe harbour' construct, which was developed in the 1990s. “This is a debate which is right now happening in many parts of the world,” he remarked, stressing the importance of rethinking how platforms should be held accountable for the content they allow to spread.

Vaishnaw also touched on the social consequences of this issue, noting that many riots, acts of terrorism, and threats to democratic processes have been exacerbated by platforms failing to take responsibility for the content they host. “It is well known today that many riots, including some in the developed world, many acts of terrorism, many in the rich world, and the currency democratic processes, including many instances in the developed world,” he said.

He suggested that platforms must assume more responsibility, particularly in a country as diverse as India. “With our diverse society, we have to be extractive. Therefore, when the circumstances are different, shouldn’t there be a different metric for the platform? Shouldn’t there be more responsibility on the platform?” he questioned.

Vaishnav also addressed the issue of algorithmic bias, noting that platforms prioritise content that incites strong reactions, regardless of factual accuracy. He warned that this could have serious consequences. "In a country as diverse as India, misinformation and such algorithmic bias can have serious social consequences. We have seen this in multiple instances," he said.

The minister also stressed the financial challenges traditional media faces as consumption shifts from conventional news to digital platforms. He expressed concern over the undermining of significant investments made by media in editorial processes and news verification due to the disproportionate bargaining power of digital platforms. Additionally, he raised concerns about AI's impact on intellectual property rights, questioning whether creators are being fairly compensated or acknowledged for their work.



Ashwini Vaishnaw calls for rethinking how digital media platforms should be held accountable for content

Union Minister for Information and Broadcasting Ashwini Vaishnaw emphasised the need for online platforms to fairly compensate traditional media for the content they utilise. Speaking at an event marking National Press Day on Saturday, November 16, Vaishnaw observed that traditional media outlets are facing financial difficulties due to the shift of news consumption from conventional sources to digital platforms.


He explained, "While the investment that goes behind creating a team of journalists, training them, having editorial processes and methods to check the veracity of news, and taking responsibility for the content is huge both in terms of time and money, they are becoming irrelevant since these platforms are having a very unequal edge in terms of bargaining power vis-a-vis conventional media." He stated, "The efforts made by the conventional media in creating content must be suitably compensated."


Vaishnaw also raised concerns about the rapid spread of fake news and misinformation, which he described as a significant threat to both media credibility and democracy. He pointed out that platforms, which do not verify the content they host, have become breeding grounds for false information. "Who will take the responsibility for the content published on these platforms?" he questioned.


Vaishnaw also suggested revisiting the "safe harbour" provision, which shields intermediaries from liability for third-party content. He also touched upon the impact of artificial intelligence on intellectual property rights, which he described as another significant challenge.



Ashwini Vaishnaw bats for fair compensation for traditional media outlets by online platforms

India spotted 51st rank in the world, out of 67 regions assessed, in terms of digital competitiveness according to this year’s report by Swiss-based International Institute for Management Development (IMD). Over the period of two years India has continuously declined from its position in ranking. As per the report, India ranked 49th and 44th in the year 2023 and 2022, respectively.

Singapore was first in this year’s rankings while Switzerland and Denmark were at second and third position, respectively.

When it comes to knowledge, India has retained its ranking from the previous year. This year too it has ranked at position 45. While for technology, India has slipped its ranking from 50th position in 2023 to 53rd position in 2024. However, the IMD report said that India rose one place to 52nd position in 'future readiness' this year.

According to the report, artificial intelligence's threat to services sector employment, trade off between energy security and economic growth versus energy transition, drop in foreign direct investment, rising geopolitical tensions, and developing skilled workforce are some of the major challenges for India's economy. "Challenging what is and inspiring what could be, we develop leaders and organizations that contribute to a more prosperous, sustainable and inclusive world," IMD said in its report. 

Additionally, navigate challenges posed by an uncertain external environment amidst heightened geopolitical tensions, enhance Singapore’s economic competitiveness amidst resource constraints, seize opportunities and manage disruptions from new technologies such as AI by supporting workers in reskilling and businesses in transformation are the key challenges for the world leader of this ranking, Singapore. 

Furthermore, India scored 52.5, 46.4 and 49.5 in knowledge, technology and future readiness, respectively. Comparatively, Singapore, who has attained first position in the ranking, has scored 95.4, 97.6 and 100 in knowledge, technology and future readiness, comparatively. This means that as per the ranking, India is still lacking approximately 50 percent scores in all three domains to become the world leader. 


India ranks 51 in digital competitiveness; major challenge being AI's threat to employment

Advanced Micro Devices Inc. (AMD) has confirmed a strategic workforce reduction, impacting about 4% of its global staff, according to reports.

This move aligns with the company's intensified focus on the artificial intelligence (AI) sector and comes amid a mixed financial performance in the third quarter of 2024. The decision, initially disclosed on message boards and subsequently validated by AMD, follows a wave of job cuts across the tech industry, including similar actions by competitor Intel Corporation, which has faced profitability challenges in recent quarters.

On platforms like Team Blind and The Layoff, employees shared firsthand accounts of the impact, with one user remarking that while the news was unexpected, the severance offered was "generous." 

As per reports, AMD confirmed the news, stating that the layoffs are part of a larger restructuring plan aimed at channelling resources into high-growth areas, particularly AI.

Despite an impressive 17% year-over-year increase in revenue and a 34% jump in profit during Q3, AMD's stock has taken a hit, dropping 13.6% since the earnings announcement. The third-quarter report highlighted a troubling decline in AMD's gaming division, where revenue plummeted by 69% annually to $462 million. 

The layoffs also come at a critical juncture as AMD undertakes ambitious initiatives in AI. To support this expansion, AMD has pursued multiple acquisitions, financed through a mix of cash and debt, aimed at securing a competitive foothold in the burgeoning AI industry. 

By consolidating resources and making targeted workforce reductions, AMD aims to align its capabilities with its AI-focused goals, positioning itself for long-term growth amid heightened industry competition.

AMD confirms layoffs amid mixed Q3 earnings, impacting 4% of workforce

This year, the wedding season has seen a record number of auspicious "shubh mahurats" compared to last year. With the season now underway, astrology apps are already locked in a competitive advertising battle on the internet, vying for visibility through programmatic ads on mobile apps and websites. These platforms are increasing their ad spending by 20–25 percent to enhance their reach.

It’s not only astrology apps in the race to outbid each other; even astrologers and "pandits" (priests) are striving for better reviews and star ratings on these platforms. Recently, a user reported on social media that a pandit threatened to perform a “Rahu Jaap” (considered a bad omen) to “teach her a lesson” if she didn’t leave a favorable review. The viral post sparked backlash against the platform that had onboarded this pandit or astrologer.

Yashash Agarwal, CEO and Co-founder of Gamezop, which also offers "Astrozop" (an embeddable astrology hub for publishers providing personalized tarot card readings), commented, “We’ve noticed a rise in ads from apps offering astrology and consultancy services. Advertisers in the astrology sector are spending 20–25 percent more to outbid competitors on various platforms.”

Agarwal added, “Since October, we’ve observed a surge in advertising on the Astrozop platform. Interestingly, the targeted users aren’t only from India but include a growing base from other countries as well.”

According to Business Research Insights, the global astrology app market size was USD 3.22 billion in 2023 and market is projected to touch USD 23.87 billion by 2032, at a CAGR of 24.93% during the forecast period.

Astrosage, an early player in the astrology app market, has answered 10 million queries via Artificial Intelligence in the past two months. The platform allows both AI and human astrologers to respond to user questions.

Pratik Pandey, Co-founder of Astrosage, said, “We are experiencing 60 percent year-over-year revenue growth, with 35 percent of overall revenue allocated to advertising. Most of our users are aged 18–35, but thanks to AI integration, we’re also seeing an increase in Gen Z users."

On the competition among pandits for favorable reviews, Pandey explained, “It’s actually very difficult to post fake reviews on our platform. Users can only review and rate astrologers after paying for consultations. Plus, we’re the largest astrology app, with over 1 million daily visitors—far more than all competitors combined. With so many ratings and reviews, manipulation is nearly impossible.”

As per data platform Tracxn, India is home to 951 religion tech start-ups, which also include Astrotalk, AppsForBharat, InstraAstro and VAMA. The Indian astrotech market is valued at around INR 30K Cr ($4 Bn), is expected to surge to INR 50K Cr ($6.5 Bn) by 2025

Astroyogi, launched in 2001, has achieved a 100 percent CAGR with 500,000 active monthly users, and is expecting 15 percent increase in revenue this festive season. Meena Kapoor, Founder and CEO of Astroyogi, shared, “We have increased our advertising budget by 20–25 percent, focusing on digital channels, Bollywood events, movie sponsorships, and content integrations. We also plan to launch new brand campaigns this year.”

Addressing concerns about paid reviews and onboarding “fake” astrologers, Kapoor stated, “We don’t charge consultants to join our platform. Instead, they must pass a rigorous test to ensure quality; we don’t want someone who simply pays us to get listed.”

Regarding the recent viral threat incident, Kapoor said, “We have strict guidelines and policies, and our Quality Check would remove any astrologer who threatens users. We have a zero-tolerance policy for such behavior.”

With “pandit wars” heating up, astrologers and platforms alike are striving to win over users, gain five-star reviews, and secure visibility. The stakes are high, as astrology apps capitalize on the wedding season boom, increasing advertising and marketing spends in this highly competitive and evolving space.

Pandit Ad Wars! Astrologers compete for 'stars' in wedding season showdown

Intel, in collaboration with Dentsu Gaming and gaming community giant StreamO, has launched the 2024 edition of Intel Gamer Days, a yearly gaming festival targeting the hard-to-reach Gen Z demographic.

Leveraging the influence of over 350 gamer influence across India, the campaign cuts through traditional advertising boundaries, delivering content tailored to Gen Z's immersive and interactive media preferences.

This year's campaign, titled 'Intel Gamer Days X Dentsu Gaming X StreamO 2024,' brings together major players in the gaming hardware industry, including ASUS, Acer, Dell Technologies, HP, Lenovo India, MSI, GIGABYTE, and ASRock Inc. With over 278 gaming influencers and content in eight regional languages, the initiative reached 5,000 gaming enthusiasts across India through platforms like YouTube Live, Twitch, and Discord.

"The Gen Z audience is increasingly elusive, actively rejecting traditional ads through ad-blockers," said Sanchayeeta Verma, CEO of Carat India. “StreamO’s technology offers brands an alternative, engaging these audiences directly within their preferred platforms through scalable, interactive campaigns.”

The Intel Gamer Days campaign, now spanning 35 countries, marks a significant commitment by Intel to foster India’s gaming market. Apurva Jani, Marketing Director at Intel India, remarked on the initiative’s growing scale, stating, “Intel Gamer Days has evolved to meet the interests of India’s dynamic gaming community, showcasing Intel-powered innovations that elevate the gaming experience.”

StreamO CEO Tushaar Garg emphasized the value of gaming-focused marketing, noting, “Our fourth-year partnership with Intel underscores StreamO’s position in gaming marketing, allowing brands to engage authentically with India’s Gen Z gamers.”

DIGITAL