India’s First AI-based DIY Media Monitoring App ‘News That Matters’ Launched NTM to be 100-times cheaper than current tracking alternatives

Mumbai | 5 May 2025: In a first for the Indian communications ecosystem, a new mobile-first, AI-enabled media monitoring platform, News That Matters (NTM), has officially launched today. Designed specifically for PR professionals, corporate communication teams, advertising professionals, journalists, and newsmakers, the app offers real-time tracking of news from over 4,000 trusted Indian sources — a move that could significantly reshape how professionals’ access, monitor, and respond to news. The app can be downloaded on Google Playstore at the link https://play.google.com/store/apps/details?id=news.newsthatmatters.newsthatmatters.
Built by the team behind Bluebytes, India’s pioneering media monitoring agency, NTM addresses longstanding pain points in the PR and communications space by providing real-time alerts, unlimited keyword flexibility along with extremely low costs. With NTM, users can track multiple keywords of their choosing, customise alerts, and access sector-based summaries — all on the go. As a launch offer NTM’s highest tier is available free till 1st July 2025, for all downloads before 1st July 2025.“The media monitoring service is antiquated and stagnant, and NTM is a response to that. News is the currency of communicators and reputation guardians though it gets the least attention. Contextual news can stimulate an agency’s performance signficantly,” said Deepak Rai, Spokesperson from the NTM team. “NTM isn’t just a tool — it’s a mindset shift. NTM disrupts the media intelligence and tracking industry with latest technologies helping the service become 100-times cheaper than currently available”. Currently PR agencies and Corporate Communications spend 7% to 10% of fees on media tracking.
“Media monitoring has always been critical to PR, but for too long we’ve relied on systems that weren’t built for how we actually work today. NTM changes that. It gives my teams the ability to respond in real-time, whether it’s a client crisis or a campaign breakthrough — at the same time bringing down agency costs significantly. That’s a serious leap forward for PR agencies”, added Jaideep Shergill, Founding Partner, Pitchfork Partners Strategic Consulting LLP.Ashish Bhasin, Former CEO, Dentsu APAC, and Founder, The Bhasin Consulting Group said, “Communication today lives at the intersection of speed, context, and control. A platform like NTM reflects that evolution — not just for PR professionals but for marketers and brand leaders too. The fact that it’s AI-based, mobile-first and keyword-driven shows that media intelligence is finally catching up with how reputations are actually managed.”Unlike legacy systems that rely on email-based clip deliveries and static dashboards, NTM operates in near real-time, with updates pushed every 15 minutes. Whether it’s tracking brand mentions, emerging crises, policy updates, or competitor visibility, the app allows users to act immediately — rather than react post-facto.

David Nobel, Head of PR & Communications at Bluewater, based out of London, said, “One of the most exciting things about NTM is that it rethinks media monitoring from the ground up. Having tried it, I can say it’s not a vendor service retrofitted into digital. It’s a new-age AI-tool built for comms professionals — clean, customisable, fast. I haven’t seen a lot of this kind of user-first innovation in the global PR space, especially out of India. I eagerly await their global services soon.”The platform, currently available on Android, offers a freemium model with premium tiers for extended keyword tracking and summary access. Early adopters— including senior communicators from leading brands and PR firms — have praised its interface and agility.With the media landscape becoming more fragmented, and communication cycles growing tighter, the launch of a self-serve platform like NTM signals a broader shift in how professionals approach media intelligence — faster, leaner, and more independently.

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