BERNAMA TO BALANCE ROLE THROUGH AI TO REMAIN AS LEADING NEWS AGENCY - CEO

KUALA LUMPUR, May 2 (Bernama) -- The role and function of the Malaysian National News Agency (Bernama) will continue to be balanced in line with current technological developments, especially the use of artificial intelligence (AI) to remain relevant as the country's leading news agency.

Bernama chief executive officer Datin Paduka Nur-ul Afida Kamaludin said the move was in line with the recognition received by Bernama as the Best Media Award (Agency), which has inspired the news agency's staff to move forward.

“Bernama will balance this by improving equipment and hardware in line with technology by focusing on the use of AI through various training series and courses. This is among the agency's efforts to provide in-depth training for its staff or talent, especially in the TV department,” she said after an exclusive interview with Bernama Radio here today.

In this regard, she said Bernama is developing a mobile application that highlights AI elements, apart from collaborating with Universiti Sultan Zainal Abidin (UniSZA) for an analytics system and chatbot that can be used by readers.

“This should also be taken advantage of by Bernama staff, especially journalists,” she said, urging journalists not to disregard journalistic ethics in reporting news by ensuring the authenticity of sources and facts.

Nur-ul Afida is also targeting the mobile application currently being developed to be launched as early as the end of this year or by the middle of next year at the latest.

Yesterday, Bernama was honoured with the Best Media Award (Agency) in conjunction with the 2025 National Labour Day celebration, presented by Prime Minister Datuk Seri Anwar Ibrahim.

The award, which was presented for the first time, was among two new categories introduced by the Ministry of Human Resources (KESUMA) in addition to the National Civil Service Worker Award (Senior Management).

The Best Media Award (Agency) was introduced in recognition of the excellent role of media agency in delivering accurate, fast and integrity-based information to the people through various news platforms.

Among the awards that Bernama had previously won were the Malaysian Public University Special Premier Leadership Award as the  Most Popular News Broadcasting Agency (Statutory Body) in Public University (UA) on Aug 20 last year and the Media Award of the Year 2024 at the Medical Device Authority (MDA) Excellent Service Awards ceremony.

Bernama also won the Audio and Digital Media Excellence Award at the 2023/2024 Credit Counselling and Debt Management Agency (AKPK) Collaboration Awards ceremony, the Special Award from the Minister of Housing and Local Government (KPKT) as well as five other awards at the 2024 KPKT Media Excellence Awards (AkeMedia) ceremony.

Meanwhile, Nur-ul Afida said Bernama's real strength lies in its committed, efficient workforce who are able to adapt to the ever-changing media landscape and winning various awards including the Best Media Award (Agency).

“We have many platforms and our staff have also been trained to multitask, especially journalists when they go out for their assignments. They don't just produce reports, they also have to send one-liners or breaking news, and creating content (for online platforms) and so on.

“Like other media, we are keeping abreast with technology, but at the same time, we don't let technology trap us," she said.

She stressed that although Bernama moves in line with current technology, the news agency still places priority on journalistic ethics, factual accuracy and the authenticity of news sources as the basis for reporting.

“Bernama still plays an important role in connecting Malaysians with relevant, authentic, accurate and integrity-based information.

“What's more, we want to maintain harmony among all parties,” she said, while expressing her appreciation to all Bernama staff, especially the Editorial Department, for the achievement.

-- BERNAMA