Dr. Manmohan Singh focussed on governance rather than personal publicity: Pankaj Pachauri

Pankaj Pachauri, former media advisor to Dr. Manmohan Singh, talks about the changing face of media, its declining credibility, late PMO's media interactions and more

by Chehneet Kaur
Published: Jan 10, 2025 9:29 AM | 7 min read

In moments of great loss, it is natural to reflect on the bonds we share with extraordinary individuals. The late Prime Minister, Dr. Manmohan Singh, for whom Pankaj Pachauri had the privilege to serve as a media advisor, was such a figure.

In a conversation with e4m, Pachauri said, “For me, his passing was not merely a professional loss but a deeply personal one. I recall how, when my father passed away in 2018, he was the first to call me. His words, filled with warmth and empathy, provided solace. Our connection transcended formalities; he treated me as a friend, even though I considered myself his ‘chela’ (disciple). He would often inquire about my father, sharing anecdotes about their shared intellectual pursuits in Persian and Urdu. It is this personal touch, coupled with his unmatched intelligence and quiet strength, that makes his loss so profound.”

Pachauri believes Dr. Singh’s silence was often misunderstood, his intelligence underappreciated. Over 22 interviews and four articles in the immediate aftermath of his passing still feel inadequate to capture the depth of his contributions.

Recollecting his memories with Dr. Singh, Pachauri recalled that unlike many politicians, Dr. Singh was disinterested in being on television or featured in interviews. Major media figures, including Raghu Rai and CNN’s Fareed Zakaria, repeatedly sought interviews, but Dr. Singh consistently declined, emphasizing that his work should speak for itself.

“Explaining to Dr. Singh the importance of attending key events, such as weddings or media summits, to maintain goodwill was equally challenging. Dr. Singh's detached approach, however, reflected his clear priorities with focus on governance rather than personal publicity. But, his extensive knowledge and exceptional memory were key assets, enabling him to answer questions seamlessly during press conferences,” he said.

In 2012 when Pachauri took over the role, he compared the contrasting editorial freedom of a journalist with the focused responsibilities of a political advisor. He recounts his early days balancing commercial and independent journalism, emphasizing the importance of fighting for the marginalized. As an advisor, the role shifted to communicating about the Prime Minister’s office and offering an unprecedented reach across media platforms.

Declining credibility in media outlets

Pachauri blames the flawed business models for dying credibility in news outlets. The over-reliance on government advertisements and the collapse of subscription-based revenue models are mainly to be attributed.

As per him, the price war among newspapers, such as the sale of newspapers for Re 1 by Times of India, further disrupted the industry. Television channels were often funded by individuals or businesses with no connection to journalism, undermining their integrity. Social media’s lack of accountability exacerbated the problem, with information often spread without verification.

He highlighted how media owners, entangled in various non-journalistic ventures, compromise their editorial independence. The intertwining of journalism with external business ventures has trapped many media owners in a cycle of dependency on government and corporate favors. This undermines journalistic freedom and credibility, leaving the media vulnerable to external pressures.

Social media vs traditional media’s future

Pachauri foresees a future where traditional outlets are increasingly subsumed by large corporations, drawing parallels with global trends like Jeff Bezos purchasing The Washington Post. In India, conglomerates like Ambanis and Adanis are already acquiring significant media assets.

Highlighting the immense market power of tech giants like Google, Meta, and Amazon, Pachauri noted their combined valuation now rivals the GDP of major economies. These companies have an outsized influence on media consumption and politics, as seen in Elon Musk’s impact on US elections.

Moreover, he is of the opinion that WhatsApp’s critical role, particularly for the ruling party, is evident with its integration into political strategies and grassroots mobilization. With permissions to operate as a payment bank, WhatsApp is set to dominate India's financial ecosystem, challenging existing players like Paytm.

The future of media in India

Pachauri shared his concerns about the current state of media organizations, emphasizing that traditional "business as usual" approaches will not survive in an evolving global media landscape.

Indian media giants, including NDTV and TV18, could face similar pressures unless they adapt. Hence, credibility and quality content are the keys to sustaining a competitive edge, as per him.

Pachauri observed that while many small platforms are emerging, their growth depends on maintaining credibility and finding sustainable revenue models. He highlighted the importance of creating systems where quality content can generate tangible value, a pressing issue for the future of media.

When asked about artificial intelligence (AI), Pachauri compared it to past technological disruptions like TV and social media, where all of them were seen as threats to existing media models first and opportunities later.

But ultimately, Pachauri seemed optimistic about the future of media, driven by the passion and creativity of young professionals entering the field.

Early life and career path

Looking back, Pachauri stepped into journalism in June 1984, when he arrived in Delhi after completing a Postgraduate Diploma in Media and Journalism from Lucknow's Bharatiya Vidya Bhavan. With no family background in journalism, he was carving a path in uncharted territory. His first stop was the Patriot newspaper and its sister publication, Link magazine. Inspired by stalwarts like M.J. Akbar and Arun Shourie, he was determined to emulate their brand of impactful journalism.

Later in 1984, he accepted an offer from India Today, where, at the age of 24, he became the youngest senior correspondent in Delhi.

“Working alongside legends like T.N. Ninan, Shekhar Gupta, and Raghu Rai, I gained invaluable experience. These early successes fueled my ambition to become a foreign correspondent,” he shared.

In the early 1990s, Dhirubhai Ambani launched the Observer of Business and Politics, absorbing the Sunday Observer into its fold. He accepted a position in Hong Kong as a Southeast Asia correspondent.

Later he joined the BBC Hindi Service in London as a producer in 1991. Pachauri expressed, “The role marked a pivotal shift in my career, demanding new skills in voice modulation and overcoming the fear of the microphone.”

In 1997, Pachauri produced an award-winning series on India’s 50 years of independence for a Boston-based program. This work garnered recognition from Columbia University and the South Asia Journalism Association.

“In 1998, I joined NDTV, which was then part of Rupert Murdoch’s Star News. Interestingly, I simultaneously worked for both NDTV and the Boston-based program, a rare dual role straddling two major media organizations. Over the years, my association with NDTV deepened. By the time NDTV launched its Hindi news channel, I was entrusted with leading its operations. My journey at NDTV spanned 15 years, during which the channel became synonymous with credible journalism in India,” he further shared.

In 2012, a surprise call from the Prime Minister’s Office brought a significant turn in his career. The Principal Secretary invited him to serve as the Communications Advisor to the PM. This role was distinct from a traditional media advisor position, focusing on television and digital communication.

After leaving government service, he launched a digital news channel called Go News. The concept centered around delivering concise, 90-second news videos—ahead of its time and aligned with the evolving digital consumption habits. Despite initial skepticism, the channel garnered significant traction, with its tagline, ‘News in 90 Seconds,’ resonating widely. High-profile organizations like the Confederation of Indian Industry (CII) and Harvard University showed interest, and the platform achieved over 200,000 app downloads, a notable feat at the time.