By Joseph Bernard A. Marzan
Journalists on Nov. 19, 2025 emphasized the need for the Philippine media industry to reevaluate its practices, particularly amid the rise of content creators and the proliferation of disinformation on social media platforms.
Kurt Adrian Dela Peña of INQUIRER.net noted that many Filipinos now turn to video content creators over traditional journalists, a trend he attributed to the lingering effects of former President Rodrigo Duterte’s attacks on the media.
“Imagine ordinary people saying they don’t trust the media anymore and favor video content creators on Facebook, YouTube, and TikTok,” Dela Peña said.
“If asked if the media is still robust and capable of influencing millions of people, I’d say we first need to regain credibility—not just among professionals, but especially with ordinary Filipinos struggling daily,” he added.
Dela Peña was among five panelists at the Jaime V. Ongpin Journalism Seminar organized by the Center for Media Freedom and Responsibility. Other panelists included Jane Bautista of the Philippine Daily Inquirer, Jairo Bolledo and Pia Ranada of Rappler, and Christina Chi of Philstar.com.
Media Trust and Combating Disinformation
Despite competition from content creators, Christina Chi highlighted that traditional media remains a trusted information source, particularly during crises such as natural disasters.
“We’ve just been battered by six storms in a month. Even as we compete with hyperpartisan content creators, we are still trusted as a source of information,” Chi said.
She urged journalists to take a proactive role in identifying and debunking disinformation.
“We should actively look for disinformation, debunk it, and shut it down. That’s where the press is currently lacking—to actively identify the sources of disinformation targeting our world,” Chi added.
Economic Pressures on Media
Jane Bautista addressed shrinking ad revenues, which have limited space for stories, particularly those highlighting underrepresented sectors.
“It’s time for newsrooms to embrace technology and adapt to the digital space,” Bautista said.
Pia Ranada, named the 2024 Marshall McLuhan Fellow by the Canadian Embassy, focused on the economic pressures of tech companies deprioritizing news content on social media and media’s dependence on advertising revenue.
“We’re set up for failure if we stick to the ad model that has funded newsrooms for decades. It’s time to rethink that model,” Ranada said.
She called the current challenges an opportunity to innovate.
“We now have a chance to move away from advertiser-driven funding and create a business model that earns people’s trust,” she explained.
Ranada also urged journalists to think like product developers.
“What I write must add value to the community and serve the audience. Journalism must evolve into something people value and trust,” she added.
Adapting to Changing Trends
Jairo Bolledo pointed out that politically partisan content creators often mimic the format of news organizations, challenging journalists to rethink their delivery methods.
He also recommended seeking grants from independent organizations to sustain newsrooms without political or economic influence.
The seminar underscored the need for the Philippine media to adapt, innovate, and rebuild trust in an increasingly competitive and digitally driven landscape.
