Claire Williams, Head of Digital Production at BBC, speaks to e4m’s Brij Pahwa on how legacy media has transformed over the past two decades, the global shift of narratives, and BBC’s India plans
Excerpts
Brij Pahwa: Claire, you've been in the media space for over two decades now—almost a veteran in the field. How have you seen journalism change over this period? How have narratives and production evolved, both from a personal and business perspective?
Claire Williams: Personally, when I started in media, I was a radio reporter, and we used to physically cut and stick tape to edit our reports. When digital editing was introduced, it felt like a massive leap. Now, we create and distribute content across multiple platforms, with journalists skilled in various aspects of production.
Previously, a reporting team would include a sound engineer, a cameraman, a producer, and a reporter. Today, we have multi-skilled journalists who can do everything. This shift has been enabled by digital tools that allow us to work faster and more independently. It has also encouraged professionals to continually upskill, which has been vital in adapting to modern media. Journalists can now carry just a tripod and a camera and instantly capture and share breaking news.
Brij Pahwa: On a global level, how have reporting and media narratives evolved, especially given the political shift toward right-wing ideologies? How does reporting change in an era like Trump 2.0?
Claire Williams: At the BBC, our mission remains the same: delivering trusted and impartial news, regardless of who is in power. The rise of misinformation has been a growing challenge, and we are committed to tackling it through initiatives like BBC Verify. We also now focus more on explaining why we cover certain stories, helping our audiences understand the journalistic process.
Brij Pahwa: Speaking of misinformation, how do you suggest people fact-check news online?
Claire Williams: People should look at multiple sources before trusting a story. BBC News is, of course, a trusted source, but I encourage checking how different outlets report the same story. People are smart—they should be able to identify discrepancies and verify credibility.
Brij Pahwa: In an era where a factually incorrect story can spread like wildfire, and the right story is like finding a needle in the haystack, how does BBC address and counter it?
Claire Williams: BBC has invested heavily in fact-checking and maintaining its reputation for impartiality. We are proud to be a trusted news brand worldwide. In India alone, we engage with 80 million people across various platforms, ensuring that our verified content reaches as many people as possible. Mistakes happen, and when they do, we issue corrections rather than removing stories. Transparency is key. For instance, our Director General, Tim Davie, once had to address a situation where another platform altered our headlines, making them less impartial. He took immediate action to resolve it, reinforcing our commitment to accuracy.
Brij Pahwa: In an era of censorship, how does BBC navigate restrictions?
Claire Williams: A good example is our BBC Russian team. Since BBC is blocked in Russia, they created a highly popular Telegram channel to share news. We also launched an educational program in Dari for Afghan girls denied schooling and expanded it to Arabic for displaced communities in Gaza and Sudan. We always find ways to reach our audiences, no matter the obstacles.
Brij Pahwa: AI is changing journalism rapidly. How is BBC integrating AI into its work?
Claire Williams: AI is a fantastic tool, but we use it cautiously. We have piloted AI-assisted translation for some of our 41 language services. However, we ensure human editors review all AI-generated content before publication. Transparency is key—we label AI-assisted articles clearly so audiences are aware.
Brij Pahwa: How is BBC adapting to changing news consumption patterns, especially with declining attention spans?
Claire Williams: The essence of a great story hasn’t changed. What has changed is how we present it. We now offer multiple formats for the same story—text articles, 90-second videos, YouTube features, and social media snippets—so different audiences can consume content in their preferred way.
Brij Pahwa: With citizen journalism and platforms like X (formerly Twitter) transforming news distribution, how do you view the future of news?
Claire Williams: Traditional journalism and citizen reporting can coexist. The challenge is ensuring credibility. While citizen journalists bring diverse perspectives, established media houses like BBC provide essential verification and context. This balance will shape the future of news.
Brij Pahwa: Finally, what are BBC’s plans for India in the coming years?
Claire Williams: India is a major focus for us. We will continue strengthening our partnerships and investing in our language services to reach even wider audiences. India is also a crucial market for us. We have six language services here, and our engagement is growing. My visit here has been fantastic—I only wish I could stay longer! We are deeply committed to our collective newsroom and delivering trusted news to Indian audiences.
.jpg)
