How India-Pakistan Tensions Fuel a Billion-Dollar Broadcast Race

Business Remedies | Charu Bhatia | May 14,2025 | As India and Pakistan navigate another phase of heightened tensions, marked by diplomatic spats, border stand-offs, and media, driven narratives-a familiar pattern emerges: primetime television channels flood screens with panel debates, war rhetoric, and breaking news banners. While such content commands national attention, there’s another powerful engine humming underneath-TRP (Television Rating Points). In times of geopolitical strain, news is no longer just about facts, it’s a high, stakes business shaped by audience engagement and advertiser interest.

The Media-Economy Nexus in Conflict Times
Media and economy are perpetually linked, but during sensitive periods like Indo-Pak conflicts, the stakes and influence multiply.
1. Surge in Viewership = Surge in Revenue
Whenever India-Pakistan tensions escalate, news channels experience a spike in viewership. People turn to TV and digital platforms for the latest updates, analyses, and military briefings. This spike directly boosts TRP, allowing media houses to.
= Charge premium rates for ad slots.
= Attract new advertisers eager to capitalize on the large, emotionally engaged audience.
= Increase profits with minimal new content investment (recycling footage, extended debates).

2. Content Creation Driven by Emotion, Not Information
With TRP as the primary currency, some media outlets shift focus from factual reporting to emotionally charged narratives.
= Loud debates with military experts and celebrities.
= Patriotism-themed music and montages.
= Provocative headlines that stir nationalist sentiments.

This model is economically lucrative. But it blurs the line between journalism and entertainment, turning national security into televised drama.
TRP’s Economic Impact During Tensions

Here’s how ongoing India-Pakistan friction translates into business outcomes for media organizations:
= Higher Ad Spend: Brands want
visibility during peak viewing times, regardless of the nature of the content. Ads shown during viral news coverage get more impressions, which directly boosts channel revenue.
= Increased Investment in “War Rooms”: TV channels invest in creating visually dramatic war room-style studios, graphic-rich simulations, and exclusive ground reports, not just for storytelling, but for TRP domination.
= Content Licensing and Syndication: High-TRP content often gets clipped and syndicated across digital platforms, expanding reach and monetization through YouTube, OTTs, and social media.
= Competitive Advantage: A channel leading TRP charts during such crises often gains long-term viewership loyalty, giving it an upper hand even after tensions de-escalate.

The Pitfalls: Polarization and Misinformation
The economic gains come with significant societal costs:
= Increased Polarization: Sensatio- nalized reporting can stoke hostility, fuel jingoism, and damage bilateral public sentiment.
= Fake News Proliferation: In the race to break news first, fact-checking often takes a backseat, allowing misinformation to go viral.
= Diplomatic Fallout: Governments may have to spend time countering media-driven narratives that misrepresent official stances or provoke unnecessary public outcry.

Digital vs Traditional: The TRP Shift
With more viewers moving to OTT and digital news platforms, traditional TRP measurement systems are becoming outdated. However, during high-stakes Indo-Pak episodes, linear TV still dominates rural and Tier-2 audiences, making broadcast TRP highly relevant.
At the same time, digital analytics (watch time, engagement, shares) give content creators real-time feedback, fueling even faster response cycles, often before the truth is confirmed.

Business Behind the Breaking News
India-Pakistan tensions expose a deeper dynamic: how media coverage of conflict is often shaped more by economic imperatives than public service journalism. As viewers, policymakers, and media professionals, recognizing the economic motivations behind war-time coverage is essential.

Written & Edited By:

Charu Bhatia