MANILA -- With the rapid changes in the media landscape and consumption, the Kapisanan ng mga Broadcaster ng Pilipinas is looking for ways for the mainstream media to be sustainable and adapt to changing times.  

The KBP held its 50th Top Level Management Conference on Thursday, Nov. 14 in Tagaytay City which underscores the relevance of mainstream media in upholding trust and credibility in news reporting and broadcast programs.

KBP President Noel Galvez said they are equipping their members to be able to produce new, relevant content amid the rise of social media and digital broadcast.

"It's very important for us to be relevant. Pagka relevant tayo, magsu-survive tayo and hindi lang 'yun, magta-thrive tayo. Kasi alam natin pagka tinutumbok natin kung ano 'yung gusto ng mga mamamayan, darating na lang ang kita, darating na lang kung ano 'yung mga susuporta para sa mga programa natin," Galvez explained.

In a bid to combat misinformation and disinformation and push for inclusivity, the association is studying to regulate content creators and vloggers for them to be "responsible broadcasters."

"So, tinitingnan namin sa KBP kung ano ang magagawa namin para ma-include lahat dahil kailangan nating makita ang buong landscape right now at i-acknowledge sino ba talaga ang 'broadcaster'. So pinag-uusapan ngayon natin, " he added.

Galvez said the plan would not only be for individual vloggers but also those who belong in an organization.

"So, it's not just any commentary na gusto mag-member ng KBP, pero pwede silang mag-organize o 'yung mga organizations na ito pwedeng maging auxillary members ng KBP."

‘WELCOME DEVELOPMENT’

The National Union of Journalists of the Philippines (NUJP) sees the move as a welcome development.

“We really have to be more inclusive and if accreditation by KBP means vloggers and content creators will abide by their code of ethics/code of conduct, then that's good,” said NUJP chair Jonathan De Santos.

“The challenge would be monitoring and compliance since KBP will basically be vouching for them but it's a good idea on its face. Better than government accreditation/licensing, at any rate,” he added.

PROTECTION FOR JOURNALISTS

President Ferdinand Marcos Jr. also recognized the vital role of mainstream media in the digital age.

In a speech, he noted the rise in disinformation and misinformation campaigns "that could undermine public trust and democratic processes including elections.

"In this regard, media plays a vital role in dispelling the noxious influence of misinformation, dismantling the lies that are spread by troll farms and other malicious organizations," Marcos Jr. said in his keynote speech during the conference.

The president vowed to continue protecting the rights and welfare of journalists and media practitioners.

He said he instructed the Presidential Task Force on Media Security (PTFoMS) through its newly-appointed executive director Joe Torres Jr. to intensify its operations for the 2025 midterm elections.

"In particular, I asked the PTFoMS to focus their efforts on the members of the local media whose fearless coverage makes them particularly vulnerable to threats against life, liberty and security," Marcos Jr. noted.

The chief executive also lauded the partnership between the KBP and Parish Pastoral Council for Responsible Voting (PPRCV) to protect and ensure a "clean, transparent, honest, and accountable" elections next year.