The Kapisanan ng mga Brodkaster ng Pilipinas (KBP), in partnership with the University of the Philippines Cebu and the College of Communication Art, & Design, conducted the three-day “Broadcast Relevance and Public Trust in the Digital Age: A Seminar-Workshop on Journalism, AI, Ethics, and Responsible Broadcasting” from June 24 to 26, 2026, at UP Cebu.
The seminar-workshop brought together regional broadcasters, communication educators, and students from UP Cebu and participating higher education institutions across the Visayas to examine the evolving demands of journalism and broadcasting in the digital age.
The first two days featured expert-led sessions on building public trust through responsible journalism, the ethical integration of artificial intelligence in newsroom practices, public affairs and audience engagement, and the legal and professional standards that guide broadcasters. The discussions underscored the importance of credibility, accountability, and ethical decision-making as media practitioners navigate emerging technologies and changing audience expectations.
Serving as resource persons were KBP Deputy Executive Director Flordeliz Abanto, KBP Legal Counsel Atty. Edward Chico, veteran broadcast journalist Charie Villa, and Angelo Palmones, Senior Program Host of Manila Broadcasting Company (MBC Media Group), who shared their expertise and industry perspectives on responsible broadcasting in an increasingly digital media environment.
The seminar-workshop concluded with the KBP-Academe Dialogue, which gathered representatives from higher education institutions across the Visayas, alongside KBP officials, faculty members, and students. The dialogue explored the role of the academe in strengthening public trust in broadcasting while discussing opportunities to expand the KBP-Academe Partnership through media monitoring initiatives, internship programs, and collaborative projects.
Participants also engaged in a meaningful exchange on strengthening internship experiences by promoting ethical standards, safeguarding student welfare, and fostering quality mentorship that bridges academic learning and professional practice.
Through its partnership with KBP, UP Cebu supported the initiative by serving as the host institution for the seminar-workshop, as the University upholds the value of collaboration between the broadcasting industry and the academe in advancing ethical journalism, responsible broadcasting, and public trust in the media.