At the 2025 edition of the Advertising Agencies Association of India's (AAAI) Subhas Ghosal Memorial, held in Mumbai on 5 March, Faye D’Souza, founder, Beatroot News, shared her reflections on independent journalism, the importance of 'dignity' in news delivery, and the evolving role of media in shaping public discourse.

In a session that was equal parts storytelling and insight, D’Souza traced her journey from a small village in Karnataka to becoming one of India’s most trusted independent voices in the news.

She started with humility and humour, sharing personal anecdotes and visuals through a presentation. 

“I was born in a village in Karnataka, to a family of agriculturists. I had no connection to media or journalism, but my parents instilled a deep respect for the working-class Indian. That foundation shaped my approach to journalism, always focusing on the people affected by the decisions made in big rooms like this one,” she said.

Recalling her early days in media, D’Souza described her stint as a late-night RJ and newsreader for All India Radio in Bengaluru. 

“It was exciting to read the news, but the content was always predictable about what the Prime Minister did that day, a cabinet minister's announcement, and cricket scores. It taught me the importance of tone and respect, but also the need for more independent, diverse stories,” she reflected.

Her career took a turn at CNBC TV18, as an insurance reporter, where she learned to simplify complex ideas and respect those affected by them.

D'Souza's big break came while covering the 2005 Mumbai floods.

“For an insurance reporter, this was a crucial moment. I waded through the water with my camera person, meeting people who had lost everything. That’s when I realised journalism isn’t about noise or gossip it’s about addressing people’s real needs,” she said.

D’Souza then moved toTimes Network and was part of the launch of Mirror Now which cemented her reputation for citizen-centric journalism. 

“We focused on what citizens want- clean air, safe roads, functional infrastructure, not political gossip or divisive debates. And people responded to that. We disrupted the way news was done in India,” she said.

In 2019, faced with increasing limitations on editorial freedom, she made the difficult decision to leave mainstream media and start Beatroot News. “I wanted the freedom to tell the stories that mattered without compromise. It was terrifying to step away from the security of a big brand, but it was the right decision,” she shared.

Today, Beatroot News stands as a beacon of independent journalism, drawing a loyal audience that values integrity and nuance. “When you treat your audience with respect, they trust you. And that trust translates into engagement,” D’Souza advised.

During this time people would meet me and say that they liked the stories I cover and that they viewed it on their phone. She voiced, “People were no longer switching on their televisions because it was too loud, too noisy, and too inconvenient. Younger viewers, in particular, had moved away from traditional linear television.”

She reminisced that walking away from her dream job was the hardest thing she has ever done but in hindsight, she stated it’s clear why — the business model of television news had become unsustainable. 

“Despite massive investment in infrastructure and distribution, the audience was slipping away,” she expressed. 

This shift in audience behaviour pushed TV news channels into desperation. 

“The organisations running these expensive television channels became desperate for TRPs,” she explained.

“Corporate structures and political influence took precedence over citizens, storytelling, journalism, and credibility. Five years ago, the situation already seemed dire. Today, it’s even worse," she added. 

“When I accidentally switch on the television now—and no one should do it on purpose anymore—it’s astounding. What’s happening is no longer non-fiction; it’s fiction produced on a negative basis. There’s a desperate need to hold on to the two-and-a-half eyeballs still watching, and credibility has no room in that equation,” she stated.

However, she also shared that it wasn't easy after she left her job at Mirror Now.

She said, “Despite my credibility, I was jobless, stuck on garden leave, watching others head to work while I stayed home. Each morning brought anxiety, sometimes tears until I finally sought therapy.”

It was during those therapy sessions that a new path began to take shape. “My therapist urged me to repurpose my energy and find my path. For months, I questioned if I still wanted to be a journalist, what kind I’d be, and what legacy I wanted to leave," she reflected. 

One word kept surfacing for D'Souza: dignity. 

“Our constitution promises each one of us dignity, and I realised that was exactly what was missing. In television news, there was no dignity for the subjects, the guests, the reporters, and least of all, the audience. Night after night, viewers were told they should be angry, upset, and afraid. That’s an insult to their intelligence—and there’s no dignity in that," she shared. 

D'Souza also went on to highlight that her job as a journalist is simple: to tell the audience what happened. She added, "It’s not my place to tell one how to feel about it, whether it was right or wrong, or who they should love or hate. As a functioning member of society, they can vote and make decisions about what is right and wrong. My role is to provide the facts and let them decide the rest." 

Talking about the process Beatroot News follows, D'Souza said that the first one on the list is that their team takes everything slow. 

“Every piece of news is double and triple-verified — something that used to be standard journalism but is now rare,” she said. “Take the case of the actress who supposedly faked her death. Every channel reported Poonam Pandey’s death, and my team asked if we should too. Despite her team’s confirmation, there was no hospital statement, no funeral, no mourners — no real evidence. I insisted we wait for a second source. By the next day, she surfaced alive. Our patience and commitment to verification made all the difference,” she shared. 

Secondly, D’Souza stated that they avoid clickbait. She said, "Nothing we publish is exaggerated or sensationalised. We respect our audience's intelligence; if the news is important, one will read it without being lured by misleading headlines." 

Maintaining objectivity is their third principle, and D'Souza claimed that it’s not easy in today’s politically charged climate.

"We ensure impartiality through a rigorous editorial process: one person writes, another checks, I rewrite, and a third person reviews again. This system keeps personal opinions from slipping into our reporting. Finally and most importantly—we own up to our mistakes. Journalists are human, and errors happen. But a good journalist corrects those errors openly and quickly. Our responsibility is to make sure our audience never mistakes misinformation for truth. I’ll never forget the media circus around Sridevi's death — wild speculation about her height, the bathtub’s depth, and baseless murder theories. Despite clear reports from official sources, the frenzy continued," she shared. 

To this day, D'Souza pointed out, not one of those channels has apologised for tarnishing the memory of an actor who dedicated her life to her craft.

The line between credibility and sensationalism in television news has long been a subject of debate, but for D’Souza, that incident was a clear breaking point. "They accused her family in the most undignified fashion, all for one night’s TRPs," she said, her frustration evident. "This was not a political story. There was nothing to be gained from doing that except one night’s TRP — and they all did it. Not one has apologised since."

For D’Souza, that moment became the line in the sand. "It’s not about politics or taking sides. It’s about having your loyalty at the end of the day with your audience, and with the dignity and respect you award your work," she conveyed.

She also shared that when she left television news she had 45,000 followers on Instagram and now she gets a 100 million views.

D’Souza believes that this uptick is due to their audience engagement and it speaks for itself. "On a big week with elections, our numbers soar," she explains. "82% of our views come from people aged 18 to 34 — young people who are invested, reading, commenting, and getting involved. They want the news delivered in a way that’s not intrusive or abrasive."

This approach has also challenged long-held assumptions about news audiences. "When I was working in television, I was constantly told that women don’t watch the news. One executive even suggested I hire a man to sit next to me on my show to make myself seem more credible because apparently, men don’t trust a woman’s voice. I was also told to lower my voice because women’s voices were deemed annoying to men," she shared. 

But the data told a different story highlighted D’Souza. "50% of our viewers are women. And this isn’t women-centric news — it's elections, business, stocks, and social issues. Women will watch the news if you do it with dignity and if you do it well."

The shift to digital news comes with its own set of challenges, particularly around sustainability.

She remarked, "The big question is: who will pay to run these businesses? Will it be advertisers or the audience? I think it’s going to be a mix of both. Advertisers will have to find the right journalists to partner with, and the audience will need to support the content they value. Every business will have to find the right balance between these two."

Partnerships, D’Souza believes, will be key. "Brands will need to pick partners who align with their values. I don’t know if the traditional ad format, where you plug something in and run it multiple times a day, has any room in digital news. But the partnership route where brands align with credible voices certainly does,” she said. 

However, the rise of AI poses a significant threat. She expressed, "AI is already being used in newsrooms to replace research and copy, but the biggest risk is fake information. Imagine a future where AI generates an entire page that looks like the Washington Post, slipping in just one fake story. It’s not just about fake videos and voices, it’s the ability to mass-produce fake news almost instantly. And there isn’t enough investment in India to detect and counter this. This is a challenge not just for journalism, but for every business and individual."

Despite these challenges, D’Souza remains optimistic. "At Beatroot News, we’re taking things to the next phase. We’re launching old-school bulletin contests on issues citizens care about, putting them behind a paywall we hope people will pay for and watch. We’re also creating a collective - a home for independent content producers and journalists like myself. We’ll help them monetise, manage legal and tax needs, and find a revenue-share model where everyone thrives."

The vision is clear: a new-age media organisation providing a platform for independent voices. "Over the last five years, there’s been an explosion of independent journalists using YouTube, Instagram, and other platforms. We want to create a home for them, a space where they can do the kind of journalism they believe in. I’ve achieved something without the backing of a big brand. Now it’s time to help others do the same," she signed off.