Pinoy Media Congress underscores research and ethics in evolving media landscape
Speakers at the Pinoy Media Congress (PMC) 2026 stressed the importance of thorough and ethical preparation, research, and public service as journalism, education, and creative industries face growing technological disruption.
Held at Assumption College San Lorenzo, the congress is a long-running partnership between the Philippine Association of Communication Educators (PACE) and ABS-CBN, and remains one of the most established academe–industry platforms in the country. The two-day gathering once again brought together nearly 700 students, faculty members, and media professionals to examine emerging trends in multimedia.
Key themes included rigorous preparation and credibility. Veteran journalist and anchor Karmina Constantino-Torres stressed knowing a story’s full context before going on air and do interviews using the lens of public interest. Radio veterans Alvin Elchico and Robert Mano highlighted the reliability of radio’s reach, especially during crises.
The importance of evidence-based storytelling also took center stage, led by Jay Bautista of FiftyFive (formerly Kantar Media) and Dia Agoncillo of ABS-CBN Corporation. Their audience research, centered on Gen Z media consumption and the platforms where different cohorts spend their time.
Content creator and ABS-CBN Star Magic artist Esnyr shared how personal vlogs about high school life allowed young creators like him to shape narratives based on lived realities. Esnyr argued for intentional content creation that balances authenticity, creativity, and accountability.
Creative industries, meanwhile, are confronting the introduction of artificial intelligence. Roxy Liquigan and Jonathan Manalo from ABS-CBN Music discussed how their music lab continues to recognize raw creative talent while developing mechanisms to navigate the human‑AI interface in songwriting. The goal, they said, is not to replace human creativity but to design systems where technology supports ethical and original creative work.
Education-focused discussions were led by Danie Sedilla-Cruz of the Knowledge Channel Foundation, who shared insights on online learning strategies. The session highlighted how digital platforms can be designed to foster engagement, comprehension, and inclusivity—especially vital for learners and educators navigating hybrid and online environments.
Now on its 21st run, the Pinoy Media Congress continues to position itself as a bridge between academia and industry, exposing communication students and faculty members to real-world practices while reinforcing media’s civic role. As PACE President Reginald Gonzales put it, “The Pinoy Media Congress is more than just a conference. It is a platform where ideas converge, where students meet mentors, where educators engage with industry leaders, and where we collectively reflect on the role of communication in a rapidly changing world.“
