Interview with Andreas Pongratz, CEO of x.news — an award-winning Austrian media intelligence and news discovery company serving broadcasters, news agencies, and corporate communications teams worldwide.
Hi Andreas, great to have you with us. Can you tell us about your background and your current role at x.news?
I’ve been working in both the media and telecommunications industries for more than 35 years and have witnessed tremendous change in both fields. I currently serve as the acting CEO, overseeing all operational and strategic aspects of the company.
x.news has become a trusted partner for broadcasters and communications professionals who need to find, verify, and share news faster. What makes x.news different from others in the media intelligence and monitoring space?
We developed our product in close collaboration with industry professionals, ensuring that users can work with all their contracted, internal, and relevant social sources in one platform – anywhere and on any internet-connected device. Over time, we've also integrated technologies that would now be labelled as artificial intelligence (AI) to help users work more efficiently, freeing up time for creative storytelling or producing better management reports.
Your platform enables real-time news discovery and verification from multiple sources. How do you see the role of AI and automation evolving in this process?
We started using AI years before it became such a buzzword. It will certainly make users more efficient and reduce the time spent on tasks that can be automated. However, I firmly believe humans will always have the final say in what message gets to viewers and readers.
What are the greatest challenges you and your team face when it comes to meeting the needs of your clients and continuing to innovate technologically?
One major challenge is the sheer volume of ideas coming from clients who are experimenting with what their audiences might want to see, and questions around how they can implement them with the right technologies. Many are still exploring different concepts, leaving plenty of question marks around what works and what doesn’t to meet customers’ expectations.
Can you give an example of a recent development or collaboration that had a major impact on your clients or the way you deliver your services?
We recently developed a technology stack that helps users identify trending topics across their selected sources. We call this feature “Emerging Topics.” It addresses the need for speed within newsroom teams by suggesting topics journalists may find relevant. With one click, they can access all related content, which has boosted efficiency by up to 90 percent.
How do you see your customers’ needs changing, particularly as the speed of information and social media pressures continue to increase?
Their needs are evolving on a daily basis, especially in light of the ongoing crisis in the Middle East and the war in Ukraine. Relevant information now appears across a wide range of platforms – some established, others emerging almost overnight. These sources need to be integrated into our x.news solution as quickly as possible, while still maintaining comprehensive analytics for all existing sources.
Looking at the communications and news intelligence industry as a whole, what key trends or opportunities do you think will shape the next five years?
Verification and trust will remain among the biggest challenges. We’ll see investment in technologies and processes that ensure content is genuine, reliable, and free from manipulation. At the same time, I expect the emergence of business-driven community platforms – whether local, regional, national, or even global – where media organisations can engage much more directly with their audiences. This shift will not only deepen their understanding of their customers but also empower those communities to become qualified, trusted contributors of information themselves. These platforms will differ fundamentally from today’s algorithm-driven networks.
Finally, what are your ambitions for x.news going forward – what’s next for you and your team?
I expect that we’ll become part of a larger group that helps us stay at the forefront of technology in our sector. I also anticipate that our team will grow significantly over the next two to three years.
By Anna Roos van Wijngaarden
Twingly offers News APIs with over 3 million daily news articles from 170,000 active global sources. It gives you access to noise-free news data for timely updates and comparisons. As a complement, please also have a look at our Blogs API, where we monitor 3 million active blogs worldwide.
