Lit Fest discusses how humour can unite Indians and Pakistanis
Speakers from both countries share platform at the literary festival in London
By Amit RoyJun 10, 2023
Laughter is the best medicine, as the old saying goes, and this certainly appeared to be the case with the author Moni Mohsin, whose session was one of the hits of the recently held Khushwant Singh Lit Fest (KSLF) in London.
Mohsin, who created a character called “the Social Butterfly”, an upper middle-class woman in Lahore, was asked what her creation would make of Rishi Sunak, an Indian, becoming the British prime minister.
The Social Butterfly would be delighted, said Mohsin, a Pakistani-origin columnist and comedy writer who lives in London.
Moni Mohsin (left) and UK-based editor Faiza Khan
“Mashallah, mashallah, mashallah, he’s not from the poors,” the Social Butterfly would say. “Unlike other people who have come from the migrants, who have had to work hard and lift themselves, but he is mashallah not from the poors.”
The Social Butterfly – famed for her malapropisms – has a husband, Jannu, who likes books as he has been to Oxford. His wife proudly proclaims he is an “Oxen”.
Commenting on the claim that “Amitabh Bachchan and Aishwarya Bachchan” had invested in a company called “Offshore” in the Panama, she is scornful that her husband failed to have the foresight shown by the stars from Bollywood.
“Obviously, Jannu, my husband, being the loser that he is, hasn’t (invested).”
Mohsin told Eastern Eye, who are media partners with KSLF, that the Social Butterfly had a following in India, and laughter brought Indians and Pakistanis together.
Lord Meghnad Desai with Vicky Pryce
She explained: “The social structure is the same. It’s not just in the Punjab, but in all of India and Pakistan – the social structure is the same. So if (as a Pakistani) you meet an Indian in London and ask them, ‘Where do you live?’ and (the reply is) ‘In Delhi,’ you go, ‘You must be knowing so and so.’ That’s because the social elites are so small. It’s the same in both countries. So the Social Butterfly is enjoyed in India, because she is so familiar.”
As for India’s prime minister Narendra Modi, the Social Butterfly is “very impressed because, as she says, ‘his 56-inch chest is bigger than Kim Kardashian, even’. All her Indian friends in London love Modiji. She’s also in love with Modiji because she wants to be invited to their parties.”
Rahul Singh
She added: “We’ve turned (the) English (language) into our own English – which is entirely justifiable. We love asking each other what our ‘good name’ is.
“And I must give due credit to somebody else who also wrote like this a long time ago – and that was Shoba (now Shobaa) De. She wrote in Stardust magazine which I used to devour in the 1970s… I learned from her as well. I was talking to a friend in Delhi who was having lunch sitting outside in November and he said, ‘Oh, there’s such a nipple in the air.’”
Rahul Singh, who runs KSLF with his partner, Niloufer Bilimora, said he was trying to carry on with his father’s work of trying to bring together the people of India and Pakistan through the medium of books.
This year’s KSLF was held in the Brunei Gallery at the School of Oriental and African Studies (SOAS) last month. He said: “One of the great things about holding it in London is you can invite Indian and Pakistani speakers to share the platform.”
Nandita Das
For example, Reham Khan, whose brief marriage to the former Pakistani prime minister Imran Khan ended in acrimony, flew over from America where she now lives to take part in the KSLF (she steered clear of discussing her personal life).
The theme of the event this year was ‘Connecting Futures’. Speakers included Lord Meghnad Desai who discussed how “economics has abandoned the poor” with Vicky Pryce. Lord Karan Bilimoria, who is now vice-president of the Confederation of British Industry (CBI) after having served a year as its president, and Lalita Taylor talked about ‘the UK and India: Cheers to a Future Perfect?’
Prabhu Guptara
After the poets Imtiaz Dharker and Ruth Padel had launched the festival with a session called ‘We are all from somewhere else’, Oxford don Nandini Das talked about her book, Courting India: England, Mughal India and the Origins of Empire with fellow historian Roddy Matthews.
Two publishers attended the event. One was Prabhu Guptara has a niche publishing house, Pippa Rann Books & Media, which has brought out Ram Gidoomal’s memoir, My Silk Road: The Adventures & Struggles of a British Asian Refugee.
The festival was compered by the academic Rachel Dwyer, whose husband, Michael Dwyer, was also present. He runs Hurst Publishers, and its portfolio covers international affairs, the Islamic world, politics and the social sciences. It has brought out such books as Faisal Devji’s Is Race a Red Herring in Rishi Sunak’s Rise?
AI can make thousands of podcast episodes every week with very few people.
Making an AI podcast episode costs almost nothing and can make money fast.
Small podcasters cannot get noticed. It is hard for them to earn.
Advertisements go to AI shows. Human shows get ignored.
Listeners do not mind AI. Some like it.
A company can now publish thousands of podcasts a week with almost no people. That fact alone should wake up anyone who makes money from talking into a mic.
The company now turns out roughly 3,000 episodes a week with a team of eight. Each episode costs about £0.75 (₹88.64) to make. With as few as 20 listens, an episode can cover its cost. That single line explains why the rest of this story is happening.
When AI takes over podcasts human creators are struggling to keep up iStock
The math that changes the game
Podcasting used to be slow and hands-on. Hosts booked guests, edited interviews, and hunted sponsors. Now, the fixed costs, including writing, voice, and editing, can be automated. Once that system is running, adding another episode barely costs anything; it is just another file pushed through the same machine.
To see how that changes the landscape, look at the scale we are talking about. By September 2025, there were already well over 4.52 million podcasts worldwide. In just three months, close to half a million new shows joined the pile. It has become a crowded marketplace worth roughly £32 billion (₹3.74 trillion), most of it fuelled by advertising money.
That combination of a huge market plus near-zero marginal costs creates a simple incentive: flood the directories with niche shows. Even tiny audiences become profitable.
What mass production looks like
These AI shows are not replacements for every human program. They are different products. Producers use generative models to write scripts, synthesise voice tracks, add music, and publish automatically. Topics are hyper-niche: pollen counts in a mid-sized city, daily stock micro-summaries, or a five-minute briefing on a single plant species. The episodes are short, frequent, and tailored to narrow advertiser categories.
That model works because advertisers can target tiny audiences. If an antihistamine maker can reach fifty people looking up pollen data in one town, that can still be worth paying for. Multiply that by thousands of micro-topics, and the revenue math stacks up.
How mass-produced AI podcasts are drowning out real human voicesiStock
Where human creators lose
Podcasting has always been fragile for independent creators. Most shows never break even. Discoverability is hard. Promotion costs money. Now, add AI fleets pushing volume, and the problem worsens.
Platforms surface content through algorithms. If those algorithms reward frequency, freshness, or sheer inventory, AI producers gain an advantage. Human shows that take weeks to produce with high-quality narrative, interviews, or even investigative pieces get buried.
Advertisers chasing cheap reach will be tempted by mass AI networks. That will push down the effective CPMs (cost per thousand listens) for many categories. Small hosts who relied on a few branded reads or listener donations will see the pool shrink.
What listeners get and what they lose
Not every listener cares if a host is synthetic. Some care only about the utility: a quick sports update, a commute briefing, or a how-to snippet. For those use cases, AI can be fine, or even better, because it is faster, cheaper, and always on.
But the thing is, a lot of podcast value comes from human quirks. The long-form interview, the offbeat joke, the voice that makes you feel known—those are hard to fake. Studies and industry voices already show 52% of consumers feel less engaged with content. The result is a split audience: one side tolerates or prefers automated, functional audio; the other side pays to keep human voices alive.
When cheap AI shows flood the market small creators lose their edgeiStock
Legal and ethical damage control
Mass AI podcasting raises immediate legal and ethical questions.
Copyright — Models trained on protected audio and text can reproduce or riff on copyrighted works.
Impersonation — Synthetic voices can mirror public figures, which risks deception.
Misinformation — Automated scripts without fact-checking can spread errors at scale.
Transparency — Few platforms force disclosure that an episode is AI-generated.
If regulators force tighter rules, the tiny profit margin on each episode could disappear. That would make the mass-production model unprofitable overnight. Alternatively, platforms could impose labelling and remove low-quality feeds. Either outcome would reshape the calculus.
How the industry can respond through practical moves
The ecosystem will not collapse overnight.
Label AI episodes clearly.
Use discovery algorithms that reward engagement, not volume.
Create paywalls, memberships, or time-listened metrics.
Use AI tools to help humans, not replace them.
Industry standards on IP and voice consent are needed to reduce legal exposure. Platforms and advertisers hold most of the cards here. They can choose to favour volume or to protect quality. Their choice will decide many creators’ fates.
Three short scenarios, then the point
Flooded and cheap — Platforms favour volume. Ads chase cheap reach. Many independent shows vanish, and audio becomes a sea of similar, useful, but forgettable feeds.
Regulated and curated — Disclosure rules and smarter discovery reward listener engagement. Human shows survive, and AI fills utility roles.
Hybrid balance — Creators use AI tools to speed up workflows while keeping control over voice and facts. New business models emerge that pay for depth.
All three are plausible. The industry will move towards the one that matches where platforms and advertisers put their money.
Can human podcasters survive the flood of robot-made showsiStock
New rules, old craft
Machines can mass-produce audio faster and cheaper than people. That does not make them better storytellers. It makes them efficient at delivering information. If you are a creator, your defence is simple: make content machines cannot copy easily. Tell stories that require curiosity, risk, restraint, and relationships. Build listeners who will pay for that difference.
If you are a platform or advertiser, your choice is also simple: do you reward noise or signal? Reward signal, and you keep what made podcasting special. Reward noise, and you get scale and a thinner, cheaper industry in return. Either way, the next few years will decide whether podcasting stays a human medium with tools or becomes a tool-driven medium with a few human highlights. The soundscape is changing. If human creators want to survive, they need to focus on the one thing machines do not buy: trust.
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