A mobile-first, AI-enabled media monitoring platform, News That Matters (NTM), was launched this week. It has been built by Bluebytes, a media monitoring agency. 

“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 significantly,” said Deepak Rai, spokesperson from the NTM team. 

Currently, PR agencies and corporate communications spend 7% to 10% of their fees on media tracking. The team behind the app claims to offer AI-based news monitoring at a substantially cheaper rate.

"Media monitoring has always been critical to PR, but for too long, we’ve relied on systems that weren’t built for how we 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."

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."

As per the company release, the platform is currently available on Android. With the media landscape becoming 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 independently.