{"id":1040407,"date":"2026-10-02T18:05:19","date_gmt":"2026-10-02T12:35:19","guid":{"rendered":"https:\/\/telecomlive.in\/web\/?p=1040407"},"modified":"2026-10-02T18:16:42","modified_gmt":"2026-10-02T12:46:42","slug":"ai-will-be-central-to-building-a-more-accountable-and-trustworthy-media-measurement-ecosystem-tata-elxsi","status":"publish","type":"post","link":"https:\/\/telecomlive.in\/web\/2026\/10\/02\/ai-will-be-central-to-building-a-more-accountable-and-trustworthy-media-measurement-ecosystem-tata-elxsi\/","title":{"rendered":"AI will be central to building a more accountable and trustworthy media measurement ecosystem: Tata Elxsi"},"content":{"rendered":"<p>As media consumption fragments across television, OTT, connected TVs and digital platforms, audience measurement is becoming increasingly complex. In this interview, Nitish Kumar, Global Practice Head \u2013 Technology, Tata Elxsi, discusses how artificial intelligence is transforming media measurement by enabling cross-platform audience insights while ensuring transparency, explainability and trust. He also explains why governance, human oversight and responsible AI will be critical to the future of advertising and audience analytics.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As media consumption fragments across television, OTT, connected TVs and digital platforms, audience measurement is becoming increasingly complex. In this interview, Nitish Kumar, Global Practice Head \u2013 Technology, Tata Elxsi, discusses how artificial intelligence is transforming media measurement by enabling cross-platform audience insights while ensuring transparency, explainability and trust. He also explains why governance, human oversight and responsible AI will be critical to the future of advertising and audience analytics.<\/p>\n","protected":false},"author":1,"featured_media":1040416,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3],"tags":[],"class_list":["post-1040407","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-magazinenews"],"acf":[],"_links":{"self":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts\/1040407","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/comments?post=1040407"}],"version-history":[{"count":1,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts\/1040407\/revisions"}],"predecessor-version":[{"id":1040417,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts\/1040407\/revisions\/1040417"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/media\/1040416"}],"wp:attachment":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/media?parent=1040407"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/categories?post=1040407"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/tags?post=1040407"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}