How AI is reshaping traditional media : the case of media channel discover Pakistan

Abstract

This thesis investigated how artificial intelligence is transforming the production, presentation, and audience experience of discover Pakistan, a digital media channel in Pakistan. The study explored the use of AI tools such as virtual anchors, automated editing systems, AI-generated visuals, and personalized recommendation algorithms. A mixed-methods approach was used, combining quantitative data from 31 survey responses and qualitative insights from five semi-structured interviews.

The tangible results show that 90.3% of respondents believe AI has improved programm equality, 77.5% report that AI-based content makes them more likely to engage, and 86.6% support increasing AI use in the channel. 80.7% demonstrate awareness of AI integration, and most users express satisfaction with AI-driven personalisation. The interview findings reinforce these patterns by highlighting improvements in production efficiency, visual presentation, and user engagement, while also raising concerns about authenticity, emotional depth, and ethical issues such as accuracy and data use.

The research concluded that AI contributes positively to Discover Pakistan’s media operations, enhancing both content quality and audience interaction. The results suggest that future AI adoption should continue, but with balanced human oversight to preserve trust, cultural relevance, and authenticity within digital media broadcasting.