Bath-based Deep Blue Sky’s Jim
Morrison is developing a ground-breaking online news service which uses
advances in machine learning to identify journalistic bias and recommend
OneSub aims to create an impartial
platform for discovering and sharing news which enables individuals to moderate
their susceptibility to social media feedback loops that echo and amplify individual
It is also set to provide a reliable
income for rational, independent and opinionated journalism, passing on a
proportion of its subscription charge to eliminate newspapers’ need to rely on
advertising click-bait or paywalls.
Jim Morrison said, “We’re living
in a society where fake news is rife and social media is disturbingly
“Platforms like Facebook and
YouTube are run by algorithms with the express goal of gaining attention.
They’ve learnt that extremism in every form, from dieting to xenophobia, is the
best way to get it. The outcome is increased polarisation of society which
isn’t healthy or realistic.”
Currently in beta version, OneSub
already ‘reads’ around 1,000 articles a day from a dozen mainstream British and
International newspapers. After analysing each feature in detail (over 150,000
topics) they are collated into stories to help readers understand differing
publisher opinion on a sliding scale of negative to positive.
Jim Morrison added, “We are also
trialling a mobile app and desktop browser plugin so readers can feed the system
articles from any source.”
After analysing the content OneSub
will immediately suggest the next best article to read to present an alternative
point of view.
OneSub is currently looking for
business angels to invest in the project and a crowdfunding round will be
opened in June.
In the meantime OneSub beta is currently available online with no subscription charge.