Abstract
This article summarises the discussions held at Public Broadcasters International (PBI) 2025 in Bulgaria and provides insights from interviews conducted with leaders from the Australian Broadcasting Corporation (ABC), the Korean Broadcasting System (KBS), the Public Television Service Foundation (PTS), and the European Broadcasting Union (EBU). The interviews focused on five key topics: the responsible use of AI, prominence in the digital space, building trust with audiences, safeguarding independence, and securing sustainable funding.
All broadcasters are exploring ways to integrate AI into their workflows. At KBS and PTS, ongoing discussions are taking place about how best to engage with sovereign AI initiatives. Regarding prominence in the digital environment, ABC highlighted that building partnerships with digital platforms and negotiating directly with them could improve content discoverability.
Participants emphasised the importance of maintaining a local perspective to preserve the distinctiveness of public service media. PTS continues to produce dramas that reflect local viewpoints, while ABC stresses the importance of addressing the needs of rural areas where commercial media is in decline. Broadcasters agreed on the need to demonstrate the value of public service media in supporting democracy and fostering social cohesion in order to make the case for sustainable funding.
