Frammer AI has entered a partnership with Collective Newsroom, the organisation producing BBC News content in India across nine languages. The collaboration aims to streamline video production and distribution using artificial intelligence, helping public service journalism reach wider digital audiences while maintaining editorial oversight, credibility and trust.
Frammer AI, an artificial intelligence-driven video technology company founded by former NDTV executives, has partnered with Collective Newsroom, the organisation responsible for producing BBC News content in India, in a move designed to strengthen the reach and efficiency of digital journalism.
The partnership will see Frammer AI power video workflows for Collective Newsroom, including the repurposing of existing content into formats tailored for digital and social media audiences. By automating key stages of video production and distribution, the collaboration aims to help public service journalism travel further across digital platforms while preserving editorial standards.
Collective Newsroom, founded in 2024 by four former BBC employees in India, has rapidly established itself as a major news operation. The organisation now employs more than 250 journalists and serves as the sole provider of content for BBC News in India. Its output spans the BBC’s television channel in India, nine Indian-language websites, social media platforms and the BBC News India YouTube channel.
Frammer AI’s technology is designed to automate end-to-end video workflows. The platform handles content ingest, clipping, repurposing and one-click publishing across multiple digital destinations. By reducing the time required to adapt content for different formats and channels, the company says publishers can distribute stories at the pace demanded by modern audiences.
For Collective Newsroom, the technology is expected to support growing demand for video content, particularly on digital-first platforms where audiences increasingly consume news through short-form and mobile-friendly formats.
Sara Hassan, Chief Operating Officer of Collective Newsroom, said the organisation sees artificial intelligence as a tool to improve efficiency while ensuring that editorial decision-making remains firmly in human hands.
“With Frammer and the ethical use of AI, Collective Newsroom aims to strengthen its ability to deliver creative, credible, and courageous journalism efficiently, without compromising on human judgment, editorial integrity, or public trust,” Hassan said.
The emphasis on responsible AI use reflects wider conversations across the news industry, where media organisations are exploring how emerging technologies can support production processes without weakening journalistic standards or audience confidence.
Frammer AI Chief Executive Officer Suparna Singh welcomed the collaboration, highlighting the importance of combining technological innovation with strong editorial safeguards.
“It’s terrific to see such an experienced team embracing AI responsibly, with editorial rigour and strong brand safety checks at every step,” Singh said.
Established in 2023, Frammer AI has expanded its presence across international media markets. The company works with major publishers including ABS-CBN in the Philippines, Media Prima in Malaysia and Medialivre in Portugal. In India, it counts organisations such as the India Today Group and Network18 among its partners.
The agreement with Collective Newsroom marks another step in Frammer AI’s effort to position itself as a technology partner for large-scale news organisations seeking to accelerate digital publishing. As newsrooms adapt to rapidly changing audience habits, the partnership illustrates how artificial intelligence is increasingly being deployed not to replace journalists, but to help content reach audiences more quickly and effectively while maintaining editorial accountability.
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