Bhubaneswar, Nov 22: The 9th edition of the National Media Conclave (NMC) commenced on Friday with a dynamic exchange of ideas under the theme ‘Media 5.0: Digital Communication’.

The opening day brought together some of India’s foremost experts in media and communication, who explored the rapidly evolving landscape driven by cutting-edge technologies such as Artificial Intelligence (AI), Machine Learning (ML), the Internet of Things (IoT), Augmented Reality (AR), and Virtual Reality (VR). These discussions set the stage for shaping the future of digital media.

The event is being organised by the Institute of Media Studies (IMS), Utkal University, in collaboration with KIIT and OCAC, and is taking place at the KIMS auditorium on the KIIT campus.

In his opening remarks, Prof. BK Ravi, Vice-Chancellor of Koppal University, Karnataka, highlighted the growing role of AI in optimising and distributing content autonomously. "Digital communication has evolved far beyond simple messages or broadcasts. It is now predictive, adaptive, immersive, and increasingly autonomous," he noted.

Keynote speaker Dr. Ashwini K. Nanda, Director of the AI & HPC Research Centre at IIT Bhubaneswar, warned about the dangers posed by false narratives and the importance of implementing strict AI regulations. "False narratives have the potential to ignite social upheavals, making robust AI regulations absolutely necessary," he remarked.

Dr. K.V. Nagaraj, Professor of Mass Communication and former Pro Vice-Chancellor of Assam Central University, emphasised the need for the media to keep pace with technological advancements. "Emerging technologies must have a human face. Media can be a powerful engine of change, development, and revitalisation in the modern world," he said, adding that India is well-positioned to lead the AI revolution in the coming era.

Prof. Upendra Padhi, Chairman of the NMC and Director of IMS, opened the session with a call for embracing the changes brought about by Media 5.0. "We have entered the era of immersive technologies that are reshaping every aspect of communication. Media managers now hold the reins of both content creation and dissemination in a rapidly shifting revenue model," he remarked. He further pointed out that profitability has become the primary driver in the media industry, with the corporatisation of technology and mergers and demergers of global tech giants reflecting broader shifts within the media sector.

During the inaugural day, Prof. V.L. Dharurkar, former Vice-Chancellor of Tripura Central University and Emeritus Professor of Mass Communication, was honoured with the Lifetime Achievement Award for his significant contributions to media education in India. The event also saw the unveiling of a commemorative monograph, an abstract booklet, and four books on media and communication.

The day concluded with three plenary sessions and a memorial lecture in honour of Prof. Sunil Kanta Behera. The conclave will continue through the weekend and conclude on Sunday with a special address by Speaker Surama Padhy.