A recent study report on the Nepali media landscape by the International Research & Exchanges Board (IREX), an American nonprofit, describes our media as “somewhat vibrant”. I haven’t been able to locate their full report on their site yet, but I find the phrasing for the overall score rather intriguing—Nepali media is vibrant but not as vibrant. Nepal scored 23 out of 40 overall for the four measures: Information quality, channels, consumption and engagement, and transformative action.

I checked for how they define the term somewhat vibrant, with a score of 21 to 30, and this is what I found: “Quality information is available in this country and most of it is editorially independent, based on facts, and not intended to harm. There are sufficient resources for content production, but some groups may not be well-represented, and some media may struggle financially. Most people have the rights, means, and capacity to access a wide range of information, although some do not. Most people recognize and reject misinformation, although some do not…”

The positive terms above, including international media headlines describing Nepal’s performance as satisfactory, might surprise average media users who generally criticise our media as failures lacking quality and breath. These words also contrast with the negative perception, and, to be precise, they suggest a "mostly vibrant" rather than a "somewhat vibrant" media environment.

Over the years, I have described our media as vibrant, even "very vibrant", mainly for their assertiveness and persistence despite many challenges. The USAID-funded study essentially serves as a barometer to guide US development efforts in the country. It comes as a critique highlighting geographic disparity, caste-based leadership and a predominance of political coverage over crucial developmental issues such as inclusion and climate change in our media. What is particularly interesting and valuable about the report is that it integrates perceptions of editors and professionals from across the entire information ecosystem, including news and other forms of media.

Quality issue

Despite widespread perceptions, instances of Nepali media lapses are sporadic and occur as exceptions rather than the rule. Still, these issues are serious for hard-core journalism, if not for social media sites with varied media ethics or lax professionalism. They serve as a test of the civic significance of news media. At this juncture, journalism and social media alike face the dual challenge of innovating while maintaining the highest level of quality and integrity.

News outlets, including traditional ones, have explored innovations in multimedia, podcasting and interactive visuals, but social media platforms lead in innovation. Traditional outlets still prioritise textual storytelling, and some shine in their long-forms and commentaries. Legacy media and online news portals are generally reluctant to innovate substantially, with multimedia efforts often failing to fully realise their potential. They are hindered by the need to "feed the beast"—meeting deadlines and sustaining portals with breaking news or live reports without much context.

Enhanced diversity in content and inclusive coverage are critical needs. News platforms, generally known for their rigorous and verified reporting, should move beyond their predominant focus on social and political dramas to prioritise in-depth and comprehensive stories. Independent social media creators, known for their emphasis on sensational and controversial content but proficient in live reporting and specialising in niche subjects such as travel or educational vlogging, should strive to provide greater contextual depth.

YouTubers and Facebook Live broadcasters have become significant players in our information ecosystem, impacting people’s perception of journalism itself. Podcasting and talk shows are on the rise but often lack the editorial oversight, news values and ethical guidelines necessary to be considered legitimate journalism. While they may exhibit some attributes of journalism—such as news portals, screaming headlines, and emphasis on currency—their authenticity is frequently questioned. Specific content from these sites is often criticised for unverified information, misleading narratives, and even misinformation. This issue, however, is not unique to Nepal.

Understanding audience behaviour through ongoing research is also crucial. Are our audiences genuinely segmented, gravitating towards specific content types, or are they merely hopping around different content without much loyalty? Legacy media could attract more audiences through self-help, utility, or explainer journalism, but their mainstay remains news and current affairs.

Overall, today, we have more journalism, both quantitatively and qualitatively, than in the past. However, compared to other forms of media content like entertainment, advertisement, publicity, and propaganda, journalism remains a small fraction. Perceptions of trust in media are often shaped by public misunderstanding of journalism's civic role amidst the increasing degradation of information in the digital age. The belief that anyone with digital access can perform journalistic tasks like content creation overlooks the meticulous methods and verification standards true journalists adhere to. In contrast, amateur content creators routinely rely on incomplete information.

Nepali media must encourage creativity and uphold professional standards to foster true innovation. Simply focusing on content is insufficient. There is a notable deficiency in professional, technical, and managerial skills, especially in social marketing for engagement. Media outlets should invest in and cultivate dedicated storytelling teams. Training for journalists should go beyond news production to encompass new media skills and technical proficiency in design, engineering, production, audience engagement, verification and fact-checking. Competence in content marketing and management is equally crucial.

The most discerning audiences still and often find legacy media more credible than other sources. The real issue lies in legacy media losing paid subscriptions, ad venues, and sponsorships to social media platforms. This shift has resulted in newsrooms being downsized, leaving novice reporters with little investment in innovation and training. The entire industry seems to be in disarray, and the market has lost its self-correcting powers.

A systemic approach is required to bounce back, including policy reforms and partnerships with new media platforms. Journalism, as a public interest enterprise, is too precious to be left entirely to the market. The future of Nepali media hinges on its ability to innovate, diversify, and maintain the trust and engagement of its audience.