In an era where the click often holds more sway than the content, the gatekeepers of Indian broadcast news have issued a stark warning. The signposts must match the destination. The News Broadcasting & Digital Standards Authority (NBDSA) delivered a sharp rebuke on June 9, 2025, calling out news channels for a pervasive and troubling trend of using misleading tickers and thumbnails that twist the reality of their own reports. This move signals a potential turning point in holding media outlets accountable for the digital bait they use to lure viewers.

At the heart of this decision was a specific broadcast by Times Now Navbharat, which the NBDSA, led by Chairperson Justice (retd.) A.K. Sikri, found to be in clear violation. The panel observed that the pursuit of sensationalism often leads to a distorted version of the actual narrative, and the time for correction is now.

The controversial Shimla broadcast

The issue stemmed from a complaint filed by Indrajeet Ghorpade regarding a September 6, 2024, report by Times Now Navbharat. The broadcast, which focused on the Sanjauli mosque in Shimla, was promoted with incendiary thumbnails. One read, “अवैध मस्जिद पर महिलओं ने मुसलमानों पर खुलकर सब बता दिया!” (Women openly tell everything about the illegal mosque), while another featured visuals of women with provocative, incomplete speech bubbles like “मुसलमान लड़के हमे….” (Muslim boys us…) and “जुम्मे के दिन तो…” (On Fridays…).

According to complaint against the channel, the reporter’s line of questioning to four local women was pointed, “Has the number of Muslims visiting the mosque increased?”, “What is the change in the atmosphere with the rise in the population of Muslim persons in Shimla?”, and the direct “Kya Dar Ka Mahaul hai?” (Is there an atmosphere of fear?).

Yet, according to the complaint, none of the women interviewed recounted any personal negative experiences with the Muslim community or visitors to the mosque.

Leading questions, loaded thumbnails

The complainant, Mr. Ghorpade, argued that the reporter’s leading questions were designed to elicit a particular response, creating a narrative of fear. This effect, he contended, was dangerously amplified by the malicious thumbnails. He pointed out the absurdity of using fragmented and suggestive speech bubbles like “musalman ladke hume…” when the women interviewed never made such statements or flagged any safety issues. The clear insinuation, he argued, was designed to ignite communal tension.

A deluge of videos

While highlighting the channel’s relentless focus on the issue, the complainant submitted that Times Now Navbharat had uploaded nearly 150 videos on the Shimla Mosque within a 48-hour period. Thumbnails for these videos continued the provocative theme, with one stating, “Avaidh Masjid ko lekar Shimla ke Hinduon ne Musalmano par kya kaha” (What Shimla’s Hindus said about the illegal mosque), accompanied by an image of a woman with a speech bubble suggesting she said “yaha se hathaya jaye” (it should be removed from here). The complainant asserted that this pattern demonstrated a clear and ill-intentioned agenda.

The channel’s defence

In its submission, Times Now Navbharat positioned the broadcast as a report on civic issues like overcrowding and women’s safety in Shimla, denying that it singled out any community. The channel maintained that the four women interviewed were independent-minded adults whose responses were not influenced. It argued that their concerns about verifying newcomers were general and not aimed at any specific group.

The broadcaster urged the NBDSA to view the program in its entirety, set against the backdrop of an allegedly illegal multi-story construction at the mosque. They contended that discussing the impact on the local atmosphere was legitimate journalism. Invoking the right to freedom of speech under Article 19(1)(a), the channel defended its editorial discretion in how it presented the story, arguing that isolating certain elements from their context was unfair. When pressed on the misleading thumbnails, the channel stated that a full statement cannot be carried in a thumbnail and no motive should be attributed to it.

NBDSA’s verdict: a clear misrepresentation

The NBDSA panel was not persuaded. It observed that the thumbnail text was glaringly inconsistent with the actual statements made by the women in the broadcast. The authority concluded that the text, particularly phrases like “Musalman ladke hume… Jumeh ke din toh…”, gave the false and damaging impression that Muslim men were harassing women. The NBDSA deemed this not only misleading but also detrimental to communal harmony, constituting a clear violation of its guidelines.

NBDSA’s advisory to all broadcasters

Finding that the thumbnails failed to project a correct version of the interviews, the NBDSA issued a decisive advisory to all broadcasters. It emphasised that tickers and thumbnails are not exempt from journalistic ethics and must faithfully conform to the actual content of the report.

The authority directed Times Now Navbharat to immediately edit or remove the offending thumbnails from the video of the broadcast, wherever it may exist online, and confirm its compliance in writing within seven days. With this order, the NBDSA closed the complaint, but opened a new chapter in the fight for digital news integrity.

The NBDSA order dated 09.06.2025 can be read here:

CJP: In solidarity with those resisting hate

This NBDSA ruling is more than a penalty for one channel; it’s a victory in the wider fight against digital misinformation; a battle being fiercely waged by citizen-led groups. At the forefront is Citizens for Justice and Peace (CJP), an organisation that has moved beyond merely complaining to building a network of empowered citizens capable of fighting back themselves.

CJP’s research, detailed in reports like “The Cost of Clicks,” has dissected how channels, facing scrutiny for overt hate, have pivoted to a more insidious strategy. They now leverage sensational thumbnails as clever clickbait, transforming the quest for engagement into a perilous game of division and fear for profit. This psychological appeal exploits curiosity and apprehension to hook viewers.

The distinction between the themes of thumbnails and the actual content of video is stark, often serving merely as a trigger to provoke viewers into clicking on sensational videos. This tactic exploits ongoing, contentious issues that evoke curiosity and generate excitement among audiences. Thumbnails designed to capture attention ask questions like, “What will happen next?” This psychological appeal plays into a fundamental human tendency to seek out information about impending developments (and often, accompanied by a sense of apprehension, or doom).

CJP’s detailed research on “The Cost of Clicks: how thumbnails encourage misleading and hate news consumption” can be read here

Notably, the disturbing phenomenon was meticulously examined by the CJP Hate Watch team in its long-form analysis, “From government cheerleaders to agent provocateurs: the (mis) use of thumbnails on YouTube.” The analysis details how major Indian television channels, already positioned as mouthpieces for the powerful, are evolving their tactics. Faced with a credibility crisis and reined in by citizen-led complaints to the NBDSA, these channels have shifted their strategy.

Where overt hate in broadcasts once led to take-down orders, they now cleverly leverage misleading thumbnails as their primary weapon. This calculated use of provocative visuals and text is a persistent effort to barter on a politics of division, jeopardizing communal harmony while attempting to dodge direct regulatory scrutiny—a trend CJP has documented through numerous NBDSA orders obtained against these channels between 2022 and 2024.

Related

The Cost of Clicks: how thumbnails encourage misleading and hate news consumption

From government cheerleaders to agent provocateurs: the (mis) use of thumbnails on YouTube

From ‘Ab Hoga Khel’ to ‘Kuch Bada Hone Wala Hai’: the trap set by thumbnails

The post NBDSA issued advisory to all broadcasters, tickers and thumbnail should conform to the actual of the discussions appeared first on SabrangIndia.

The distinction between the themes of thumbnails and the actual content of video is stark, often serving merely as a trigger to provoke viewers into clicking on sensational videos. This tactic exploits ongoing, contentious issues that evoke curiosity and generate excitement among audiences. Thumbnails designed to capture attention ask questions like, “What will happen next?” This psychological appeal plays into a fundamental human tendency to seek out information about impending developments (and often, accompanied by a sense of apprehension, or doom).

Media channels compete fiercely to deliver the latest updates, often prioritizing sensationalism over accuracy.

For example, when gangster Atiq Ahmad was transferred from Gujarat to Uttar Pradesh in Umesh Pal murder case, media outlets sensationalised the event with dramatic thumbnails reading “Encounter” or “Accident,” creating an atmosphere of anticipation.

Link: https://www.youtube.com/live/zCIOkJVgJBk?si=afQvPRSXq-eq9bgQ

From “Ab Hoga Khel” to “Kuch Bada Hone Wala Hai,” the pursuit of engagement in Indian media has increasingly prioritised sensationalism, leveraging eye-catching punctuation like exclamation marks and question marks. This strategy aims to captivate viewers, often at the expense of truth. As headlines grow more dramatic, they foster an environment ripe for misleading news and toxic narratives. Thumbnails designed to grab attention can misrepresent the actual content, leading to a cycle of misinformation. In this race for views, media outlets often harvest hate and divisive content, exacerbating communal and social tensions.

The lure of sensationalism

The YouTube media environment is a bustling arena where competition for viewer attention is fierce. In this race, headlines have transformed into clickbait, carefully crafted to provoke emotional responses rather than inform. The use of punctuation marks like exclamation points and question marks has become a hallmark of this sensationalism. A simple headline can shift from informative to inflammatory with just a few strategic characters.

Take, for instance, the phrase “Kuch Bada Hone Wala Hai” (Something Big Is Going to Happen), this phrase evokes curiosity and anticipation, especially for J&K reporting and the issue involves communal agenda. It draws viewers in, promising excitement or drama. When paired with an exclamation mark, the urgency escalates, making it almost impossible for viewers to scroll past without clicking. But what lies behind these headlines often falls short of the promises made, leaving viewers with distorted narratives that can shape their beliefs and attitudes in harmful ways.

Reporting of Bahraich violence

Pertinently, during the recent Bahraich violence, YouTube news channels of several media houses resorted to inflammatory and provocative thumbnails, effectively sensationalising the events to create a dramatic climax. Phrases like “100 Ghanto Main… Encounter Ke Baad, Force Ne Ghera Pura Bahraich! Bhage Musalman! Bhayankar Action Shuru” dominated their narratives, casting the incident in a sensational light that fueled fear and division. Further inflammatory headlines, such as “Bahraich Hinsa par Yogi ka tagda aylaan, sunte hi kamp uthe ‘Musalman’!”, served to criminalize a particular community, reinforcing harmful Islamic stereotypes and framing the narrative as a government versus Muslim conflict.

This approach not only misrepresents the complexity of the situation but also positions UP Chief Minister Yogi Adityanath as a savior figure in the face of alleged threats. Media coverage linked various incidents—from the Durga Puja pandal dispute to the murder of Ram Gopal Mishra and the arrests of suspects—using hate-filled thumbnails to garner mass viewership through sensationalism. By prioritising provocative imagery and sensational headlines, these channels contribute to a divisive atmosphere that undermines community cohesion.

Thumbnails:

Link: https://www.youtube.com/live/JFt7lrJU6dw?si=5eHeBS6XNlT7MRil

Link: https://www.youtube.com/live/80TIOrOTCcQ?si=0KL8V6fIJlc40spw

Link: https://www.youtube.com/live/r5_AysKMOZY?si=0-CRcTP6uTqqADoq

How the Waqf board law was analysed

YouTube news channels have manipulated the Waqf Amendment Bill, framing it as a communal battle that amplifies Muslim concerns about its potential consequences. Major media houses have exploited this sensitive issue by using provocative thumbnails featuring banners of the Waqf Board and images of Muslims protesting, effectively narrating a narrative of government versus Muslims. This sensational approach oversimplifies a complex legal issue, overshadowing the genuine concerns of the community with a polarized view.

The subsequent introduction of thumbnails promoting the “Santan Board” as a competing entity further blurs the importance of the amendment in its legal and contextual sense. By reducing a nuanced discussion to a sensationalised spectacle, these channels contribute to an atmosphere of division and fear, undermining the constructive dialogue needed to address the implications of the Waqf Amendment Bill. This manipulation detracts from the real stakes involved, distorting public perception and perpetuating communal tensions.

Thumbnails:

Link: https://youtu.be/cVkeEdN6xnI?si=s7Iv49EKFCGKjtBn

Link: https://www.youtube.com/live/rwh_wE8TQ6w?si=TwutaSpz_9C_4wbn

Link: https://www.youtube.com/live/akyznFPS9Qo?si=hvUldxA5BSUmqKzL

Link: https://youtu.be/VyK6nQ_hSUw?si=1IMMU3KLmtNdks_g

Insensitivity in reporting J&K news

The use of thumbnails for reporting, particularly concerning Jammu and Kashmir, has become increasingly insensitive and sensationalised, exploiting the region’s struggles with terrorism and other basic necessities in rural areas, for ratings and viewership. As Jammu and Kashmir grapples with ongoing terror attacks that significantly impact the lives of its residents, it is disheartening to see journalists and anchors using these life and death issues as mere fodder for TRP-driven programming.

Many reports on the situation in J&K lack factual context and credible sources, further contributing to a distorted narrative. Sensational thumbnails on platforms like YouTube—such as “Kashmir Main Kuch Bada Bone Wala Hain,” “High alert,” and “Bada Khatra”—illustrate this troubling trend. These phrases not only exaggerate the situation but also foster unnecessary fear and anxiety among viewers.

Moreover, the inclusion of unrelated figures, such as UP Chief Minister Yogi Adityanath in headlines about Kashmir, adds to both the confusion and sensationalism. A thumbnail proclaiming “Kashmir Main Yogi-Shah! Kuch Bada Hone Wala Hain” exemplifies how media channels prioritise clicks over responsible reporting.

This relentless pursuit of sensationalism often features alarming visuals, such as bombs and gunfire, to evoke dramatic imagery in viewers’ minds, disregarding the sensitivity required when discussing the real lives affected by such terror activities. By sensationalising these issues, media houses not only undermine their credibility but also show a blatant disregard for the lives and struggles of the people in Jammu and Kashmir.

Thumbnails:

1 of 6

Link: https://youtu.be/BJgx6hAb_yo?si=WoIDqUaofYdccoA3

Link: https://youtu.be/jpbnR-_A_lM?si=g6QD4MTgaYKdEjET

Link: https://youtu.be/FGbSBnqk6Xc?si=RwR0V8sE4Wf2Bv9T

Link: https://youtu.be/X8gCL-ns6v0?si=d1z4qXBgWucItHYf

Link: https://youtu.be/WQdByDzh2Bs?si=5-zJOYOzX9YuyLgB

Link: https://youtu.be/1DaCKrQydY0?si=VBEbnb1taEzcfXoH

Baba Siddiqui murder and sensational thumbnails

In the current media landscape, misleading thumbnails have proliferated, particularly surrounding the tensions circulated on media between Bollywood actor Salman Khan and gangster Lawrence Bishnoi.

Headlines like “Salman Khan Apologizes to Lawrence Bishnoi” and “Salman Met Lawrence in Jail” attempt to create a dramatic climax to their ongoing saga, often sensationalizing the narrative without factual basis. Other thumbnails suggest absurd scenarios, such as Lawrence “catching” Salman or claiming Yogi Adityanath has launched 5,000 commandos to apprehend him.

Further sensationalism includes claims that Bishnoi will donate a gold crown to the Ram Mandir to garner sympathy from devotees, or that Salman is fleeing to Dubai to evade Bishnoi’s wrath. There are also wild suggestions of a settlement happening in Sabarmati or that Bishnoi is poised to win an election in Mumbai. In an even darker twist, thumbnails hint at Lawrence being killed, adding to the sensational nature of these narratives.

Such thumbnails, used by multiple prominent media houses, are often devoid of substance and context. They prioritise clicks over accuracy, fueling misinformation and contributing to a climate of fear and confusion among viewers.

Thumbnails:

1 of 9

Link: https://www.youtube.com/live/Qj5iK16ejfE?si=BIGEENXeJ8m9wkM-

Link: https://www.youtube.com/live/vYGaYxEXvRo?si=N-Vf40yVhKrHqc1b

Link: https://www.youtube.com/live/4AVy_3hMNGE?si=j_e2sSrqMbAbRF7S

Link: https://www.youtube.com/live/YjjkxPFKyyw?si=43g64sQLoRXdnzvj

Link: https://www.youtube.com/live/2_XfTCc5IZc?si=ehYGNLO-8I-6MTiU

Link: https://www.youtube.com/live/V815BHS_7Kc?si=Out0I3VhQXKzwea0

Link: https://youtube.com/post/UgkxDWyRlittS8DXonMvJWOiDrXkqEWUrTBK?si=ioCxML7OVQ0HpWbu

Link: https://youtube.com/post/UgkxDWyRlittS8DXonMvJWOiDrXkqEWUrTBK?si=ioCxML7OVQ0HpWbu

Link: https://www.youtube.com/live/niSOYgZedCg?si=1VG2e7blB9VYb_Dj

Himachal Pradesh and Uttarakhand Mosques Dispute

In September 2024, Himachal Pradesh and Uttarakhand experienced unexpected communal tensions stemming from disputes and protests over the alleged construction of mosques in Sanjauli (Shimla), Mandi, Kullu, and Uttarkashi. During this volatile period, YouTube channels largely chose to emphasise agenda-driven and communal hate thumbnails like “Land Jihad” “Hindu Jag Gaya”, again “Kuch Bada Hone Wala hai”, which tainted the factual context of these sensitive issues. Instead of advocating for peace and harmony in the affected areas, these channels leveraged sensationalism to attract views, disregarding their responsibility as major news platforms.

With millions of viewers relying on these channels for information, the decision to use inflammatory thumbnails has the potential to escalate tensions further, breeding misinformation and hatred among interfaith communities. Rather than fostering understanding and dialogue, the focus on sensational headlines exacerbates divisions. As media outlets have a crucial role in shaping public perception, it is imperative that they exercise caution and sensitivity in their reporting. Responsible journalism should prioritize factual accuracy and promote community harmony, especially in times of heightened conflict of communal issues.

Thumbnails:

1 of 5

Link: https://youtu.be/o2nYfBiECcM?si=YlMC0fHzMWuaAKKJ

Link: https://www.youtube.com/watch?v=fWwCBHWHQO8&pp=ygUTSU5ESUEgVFYgbGFuZCBqaWhhZA%3D%3D

Link: https://youtu.be/JMqNnlwo610?si=hStAi93bPO8bnEwL

Link: https://www.youtube.com/watch?v=zaJpJF7knTA

Link: https://www.youtube.com/watch?v=O1mrZtW5heg

Link: https://www.youtube.com/watch?v=ttXrRxGot_w

Thumbnails for Uniform Civil Code

While the implementation of Uniform Civil Code (UCC) affects every religious denomination, the issue is often singularly focussed on the ‘Muslim reaction.’ For example, a Times Now anchor focused an entire program on what Muslims would supposedly lose with a UCC enforcement. The introduction and thumbnail prominently featured religious symbols and imagery, framing the narrative to suggest that the UCC is designed to curtail the special rights of Muslims compared to other citizens. This portrayal implies that the justification for implementing the UCC hinges solely on limiting the rights of a particular community, rather than discussing the issue in general perspective. Such a skewed representation not only misleads viewers but also fosters division by creating an atmosphere of fear and misunderstanding around the UCC’s intentions. In this context, sensationalism overshadows the broader discussions around the UCC, ultimately distorting public perception and dialogue around a crucial legislative issue.

Thumbnails:

1 of 5

Link: https://youtu.be/bl30OoFtK58?si=L72k0TBvJ1gk9a42

Link: https://youtu.be/VeYGGdPveSU?si=8PCQ7faKFUxJ7rx7

Link: https://youtu.be/2371gEjEyig?si=gN4z6Oy2dYITtSBE

Link: https://www.youtube.com/live/h-gZzZ-fkSQ?si=lySZ7GfvrnhdAhD4

Link: https://youtu.be/BpYKKWeOb54?si=6HsCuDltN6CooKGb

YouTube’s Thumbnail policy

Under YouTube’s “Thumbnail Policy,” it is explicitly stated that thumbnails and other images violating the platform’s Community Guidelines are prohibited. This policy encompasses all visual elements, including those used in banners, avatars, community posts, and other features.

YouTube has made it clear that users can report thumbnails or images that breach these guidelines through established reporting procedures. By encouraging active user participation in monitoring content, YouTube empowers its community to help maintain a safer online environment.

However, the responsibility doesn’t solely lie with users; YouTube must also enhance its moderation efforts and algorithms to proactively identify and remove misleading and harmful thumbnails before they reach a wider audience. By prioritising the enforcement of its policies and promoting responsible content creation, YouTube can significantly reduce the impact of sensationalism and misinformation on its platform, fostering a more informed and respectful discourse.

YouTube’s Thumbnail Policy provides that;

Don’t post a thumbnail or other image on YouTube if it shows:

• Pornographic imagery
• Sexual acts, the use of sex toys, fetishes, or other sexually gratifying imagery
• Nudity, including genitals
• Imagery that depicts unwanted sexualization
• Violent imagery that intends to shock or disgust
• Graphic or disturbing imagery with blood or gore
• Vulgar or lewd language
• A thumbnail that misleads viewers to think they’re about to view something that’s not in the video

Although, the above list isn’t complete.

Despite these stated guidelines, sensationalism bordering on targeted hate, persists. The quest for clicks on YouTube channels has transformed the media landscape into one where sensationalism reigns supreme, often at the expense of truth and integrity. Thumbnails designed to provoke curiosity and generate excitement frequently misrepresent actual content, leading viewers down a path of misleading narratives and hate-driven rhetoric. Phrases like “Kuch Bada Hone Wala Hai” capture attention but fail to deliver on their negative promises, distorting perceptions around critical issues such as communal tensions and social unrest. This relentless pursuit of engagement encourages the consumption of inflammatory content, exacerbating divisions within society.

Therefore, it is imperative for YouTube and media channels to take a stand against provocative and harmful digital content. They must prioritise the removal of insensitive thumbnails, especially concerning sensitive issues, and commit to responsible journalism that fosters informed discourse rather than sensationalism. By doing so, media outlets can help restore trust, promote social harmony, and contribute to a healthier public dialogue—one that values truth over clicks.

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The post From ‘Ab Hoga Khel’ to ‘Kuch Bada Hone Wala Hai’: the trap set by thumbnails appeared first on SabrangIndia.