As artificial intelligence rapidly transforms the media landscape, the challenge of preserving truth, credibility, and public trust has become increasingly critical for today’s broadcasters and journalists. This pressing issue took center stage during the three-day seminar-workshop, “Broadcast Relevance and Public Trust in the Digital Age: A Seminar-Workshop on Journalism, AI, Ethics, and Responsible Broadcasting,” held from August 26 to 28, 2026, at One Ilocos Sur Hotel in Vigan City.
The gathering brought together media professionals, lawyers, educators, and students to examine how emerging technologies are reshaping journalism and broadcasting while reinforcing the ethical standards and public responsibilities that underpin the profession.
Taking an active role in this timely industry-academe dialogue, the University of Northern Philippines’ Bachelor of Arts in Communication program engaged in discussions on the opportunities and challenges presented by AI-driven media. Through the participation of its faculty and students, the program strengthened its connection with current broadcasting practices and emerging media issues, gaining valuable insights that can be integrated into classroom instruction and shared with future communication professionals.
Setting the tone for the three-day seminar, Mr. Noel Galvez, President of the Kapisanan ng mga Brodkaster ng Pilipinas (KBP) and President and CEO of Vanguard Radio Network, opened the first day with an insightful discussion on the rapidly evolving media landscape and the mounting pressures confronting today’s broadcasters. He highlighted public trust as the cornerstone of responsible broadcasting, emphasizing that changing audience behaviors, the growing influence of social media, and the unprecedented speed of information dissemination have made credibility and accountability more critical than ever in the practice of journalism.
Mr. Anthony Andrew Divinagracia, Head of the News5 Digital and Editorial Desk of TV5 Network, Inc., further deepened the discussions through sessions focused on producing trustworthy broadcast content and navigating the responsible use of artificial intelligence in modern newsrooms. Drawing from his experience as an award-winning journalist and media educator, Divinagracia tackled critical issues including information verification, deepfakes, ethical storytelling, and editorial accountability. He emphasized that while AI continues to transform the tools and processes of journalism, the fundamental responsibility of journalists to uphold truth, accuracy, and public accountability remains unchanged.
The second day moved from technology to the rules and responsibilities behind broadcast work. Flordeliz Lualhati,Abanto, Deputy Executive Director of KBP and a veteran broadcaster and media educator, discussed the KBP Broadcast Code, professional standards, and compliance. Her session stressed a basic but often tested principle in media: credibility is built through the choices journalists and broadcasters make every day.
Atty. Edward Chico, a lawyer, law professor, media commentator, and journalism graduate of UP Diliman, brought the discussion into the legal side of communication. He tackled libel, privacy, fairness, and publication risks, issues that remind future communicators that the freedom to speak and publish also comes with responsibility.
On the third day, the focus turned to the academe and its role in preparing the next generation of media practitioners. Atty. Cherryl Adami-Molina, broadcaster, lawyer, professor, and Vice-Chairperson of the KBP Standards Authority, discussed how schools can help build responsible communicators before they enter the industry. The program also opened conversations on stronger links between KBP and academic institutions through internships, media monitoring, and other collaborative projects.
The University of Northern Philippines’ BA Communication program actively participated in the seminar-workshop, represented by faculty members Mr. Johnny Allagadan Jr., Dr. Angelica Arquines, Dr. Santiago Reolalas, Mr. Clifford Torricer, Mr. Dean Tabula, Ms. Eden Beronilla, and Mr. Kennedy Jetajobe. Their participation strengthened the program’s engagement with current developments and emerging concerns in the broadcasting and media industry, particularly in the areas of artificial intelligence, journalism ethics, digital content, and public trust.
By engaging directly with media practitioners, educators, and other industry experts, the faculty gained timely insights and practical perspectives that can enrich classroom instruction and academic discussions. The knowledge and experiences acquired from the workshop are expected to be cascaded to students, helping equip future communication professionals with a deeper understanding of the evolving media landscape and the ethical responsibilities that come with working in an increasingly digital and AI-driven information environment.
On the third day, BA Communication students of the University of Northern Philippines actively joined the dialogue with the academe, bringing the perspectives of aspiring communication professionals into a conversation traditionally shaped by media practitioners, industry leaders, and institutions. Their participation provided them with a valuable opportunity to engage directly in discussions on the evolving landscape of broadcasting, journalism, artificial intelligence, and media ethics.
Rather than simply learning about the future of broadcasting through classroom instruction, the students became part of a broader exchange where the challenges, opportunities, and responsibilities shaping that future were examined firsthand. Their involvement emphasized the importance of exposing future media professionals to current industry realities and nurturing their critical awareness of the role they will play in sustaining credible, ethical, and responsible communication in the digital age.
