The news industry is undergoing a seismic shift, and it’s not just about platforms—it’s about trust, personality, and the very essence of how we consume information. Deborah Turness, the former head of BBC News, recently sounded the alarm on what she calls ‘creator journalism,’ a phenomenon that’s reshaping the media landscape in ways that traditional broadcasters are struggling to comprehend. But what’s truly fascinating here isn’t just the decline of TV news—it’s the why behind it.
The Rise of the Creator Journalist
One thing that immediately stands out is the explosive growth of platforms like YouTube, TikTok, and Substack, where individual personalities are becoming the new gatekeepers of news. Personally, I think this shift is less about the platforms themselves and more about the relationship between the audience and the journalist. Traditional broadcasters have long relied on a polished, distant formality—a ‘we know best’ approach that feels increasingly out of touch. Creator journalists, on the other hand, offer something raw, direct, and often opinionated. It’s not just news; it’s a conversation.
Take Joe Rogan, Tucker Carlson, or Mehdi Hasan—these aren’t just names; they’re brands built on trust and authenticity. What many people don’t realize is that this trust isn’t just about the content; it’s about the personality behind it. Audiences aren’t just consuming information; they’re forming parasocial relationships with these creators. If you take a step back and think about it, this is a fundamental redefinition of journalism—one that prioritizes connection over objectivity.
The Decline of Traditional News: A Symptom, Not the Cause
Turness points out that TV news audiences have plummeted by nearly 4 million in the past five years, while YouTube and TikTok have seen exponential growth. But here’s where it gets interesting: this isn’t just a generational shift. Older audiences are also migrating to these platforms, drawn by the accessibility and immediacy of creator journalism. What this really suggests is that the problem isn’t just about where news is consumed—it’s about how it’s delivered.
From my perspective, traditional broadcasters have been slow to adapt because they’re still operating within a broadcast-first mindset. They’re trying to retrofit old models into new platforms, and it’s not working. Sky News’s strategy of promoting individual journalists is a step in the right direction, but it’s only scratching the surface. The real challenge is letting go of the control and formality that define traditional news.
The Tension Between Impartiality and Personality
A detail that I find especially interesting is the tension between the opinionated nature of creator journalism and the traditional tenets of impartiality. Turness acknowledges this, but I think she underestimates the depth of the problem. Impartiality has been the cornerstone of broadcast journalism for decades, but in an era where audiences crave authenticity, it feels increasingly like a relic.
This raises a deeper question: can traditional news organizations strike a balance between impartiality and personality? Or will they have to choose one over the other? Personally, I think the answer lies in embracing a hybrid model—one that allows journalists to be both informed and opinionated, without sacrificing credibility. But that’s easier said than done, especially for organizations built on the principle of objectivity.
The Future of News: A Wholesale Shift
What we’re witnessing isn’t just a shift in platforms; it’s a wholesale transformation of the information ecosystem. Turness is right to call it an existential threat, but I’d argue it’s also an opportunity. Creator journalism isn’t just a trend; it’s a reflection of how audiences want to engage with news. The challenge for traditional broadcasters is to meet them where they are, not the other way around.
If you ask me, the key to survival isn’t just about innovating on platforms—it’s about reimagining the role of the journalist. News organizations need to liberate their talent, allowing them to build direct relationships with audiences. This means embracing imperfection, experimentation, and even vulnerability. It’s a risky move, but the alternative is irrelevance.
Final Thoughts
As someone who’s watched this industry evolve, I can’t help but feel a mix of excitement and trepidation. Creator journalism is undeniably changing the game, but it’s also raising important questions about trust, accountability, and the role of media in society. What makes this particularly fascinating is that it’s not just about the future of news—it’s about the future of how we understand the world.
In my opinion, the broadcasters who will thrive in this new landscape are the ones who recognize that the old rules no longer apply. They’ll be the ones who embrace the chaos, who see personality not as a threat but as an asset. And they’ll be the ones who understand that, in the end, journalism isn’t just about delivering information—it’s about building trust, one audience member at a time.
