ARE PODCASTS THE NEW NEWS-BREAKERS?

From fugitives to founders, everyone's picking podcasts to tell their truth. But is it journalism—or just a new kind of spin?

- Bhavika N

When fugitive tycoon Vijay Mallya resurfaced in a dramatic four-hour sit-down with YouTuber Raj Shamani on June 5, the episode quickly went viral—amassing over 20 million views on YouTube within four days.

As we write, the numbers have crossed 26 million. In Mallya's words, he was "humbled and overwhelmed" that "my true factual story is being heard". But this was more than another media moment—it was emblematic of a shift in how news is disseminated.

Unlike traditional news segments where anchors often set the agenda, this podcast gave Mallya unconstrained time—an uninterrupted platform to construct his narrative. A PR strategist in Mumbai says that individuals can present their narrative with greater nuance, time, tone, and trust. "Unlike traditional media interviews, there's no restriction of time, no fear of being misquoted. It's advantageous if you have a host who is also popular so sincere trust can be established," says Tanushree Singh, senior PR consultant in Mumbai. Without typical editorial gatekeeping, viewers perceive podcast content as intimate and honest — a brand advantage that's seldom achievable on primetime television.

No boundaries

In the last five years, podcasts have emerged as key platforms for narrative control, especially when high-stakes personalities want to regain their reputation. For listeners, it means unprecedented access to stories—but also a greater onus to question authenticity. Many journalists and communication professionals observe it as the 'new go-to for image rehab'.