The Rise of a Digital News Powerhouse
In Kathmandu, on June 22, 2022, Arzu Rana Deuba, the wife of then Prime Minister Sher Bahadur Deuba, made a bold accusation against Balendra Shah, the mayor of Kathmandu Metropolitan City. This was not just an ordinary political dispute; it marked the beginning of a confrontation between traditional power structures and a rapidly growing digital media platform known as Routine of Nepal Banda (RONB).
Shah had previously upset candidates from established parties, including Deuba’s Nepali Congress, to win the mayoral election in Nepal’s most populous local unit. Naturally, this did not sit well with Deuba. During a party event in Pokhara, Arzu Rana Deuba commented on the influence of RONB, suggesting that it played a role in Shah’s victory. “Routine of Nepal Banda is such a large outlet and he mobilised it,” she said, highlighting the platform’s reach.
This incident underscored the growing influence of RONB, which has become a major player in the Nepali media landscape. Since its inception as a Facebook page in 2011, RONB has evolved into one of the most followed social media accounts in the country, with over 9.5 million followers across platforms like Facebook, Instagram, X, TikTok, and YouTube.
From a Simple Noticeboard to a Social Media Giant
Victor Poudel, the founder of RONB, started the platform after witnessing the struggles of students affected by strikes and shutdowns. He noticed that mainstream media often failed to report these events promptly, leaving people uninformed. “I felt there should be a platform dedicated to providing information about strikes,” Poudel recalled.
Initially focused on bandha-related updates, RONB gradually expanded its content to include load-shedding schedules, humanitarian appeals, and other issues affecting citizens. The 2015 earthquakes further boosted its popularity as people sought real-time updates during the crisis.
Over time, RONB became more than just a news source—it transformed into a daily information hub, covering topics that directly impacted everyday life. It also began publishing citizen-supplied information, which helped build public trust. As the volume of content grew, Poudel rented a small office in Banasthali, where more friends joined to help manage the page.
Challenges and Controversies
Despite its success, RONB has faced criticism for its reliance on open submissions, which can sometimes lead to misinformation. Poudel admits that in the early days, some posts turned out to be incorrect. However, the team now verifies all content before posting.
Experts have raised concerns about the lack of context in RONB’s content. According to Ujwal Acharya, a media researcher, the information shared by RONB is often just “an item of information” without the necessary context. “Incomplete information presented without context is, in a way, a form of misinformation,” he said.
Another concern is the lack of verification in the digital space. Sudhanshu Dahal, a professor at Kathmandu University, points out that the practice of publishing information immediately after receiving it creates significant risks. “The practice of critically examining and verifying information appears extremely weak and this has created a significant risk factor,” he said.
RONB’s influence among young voters has been so significant that it has prompted accusations from political leaders like Arzu Rana Deuba, who suggested it played a decisive role in Balendra Shah’s mayoral victory. Poudel denies this, stating that RONB posted content about all candidates but that Shah’s posts received more engagement.
The Future of RONB
Today, RONB has a team of 10 people in Kathmandu, along with volunteers managing various aspects of the platform. It operates across all major social media platforms, and despite competition from hundreds of media outlets, major companies are willing to pay thousands for a single RONB post.
However, RONB rejects around 60 percent of advertising proposals, focusing instead on events rather than advertisements. Poudel believes that too many ads can annoy readers, and the platform aims to maintain a balance between content and commercial interests.
Despite its growth, RONB continues to face scrutiny. Professor Dahal argues that it has become increasingly difficult to distinguish between paid content and organic posts. Posts congratulating newlyweds or highlighting personal successes often raise questions about their purpose.
Yet, RONB remains a powerful force in Nepali media. It has branched out into livestreaming and event sponsorship, and its sister pages cover niche topics such as films, music, and politics. Poudel envisions RONB as a non-profit ‘citizen journalism’ platform, aiming to remain advertisement-free through income from a startup called E-Karmakanda.
As RONB continues to evolve, it reflects the changing dynamics of media in Nepal. While it faces challenges, its impact on public discourse and political engagement is undeniable.
