The 2025 Summer MADSTARS Collaborative Integrated Conference was recently held under the theme "AI and OTT Era, Local Journalism and Advertising Marketing," drawing significant attention.
The 2025 Summer MADSTARS Collaborative Integrated Academic Conference held under the theme "AI and OTT Era, Local Journalism and Advertising Marketing."
On this day, scholars from across the country specializing in journalism, broadcasting, and media gathered to explore innovative directions for local broadcasting.
In particular, the Busan Ulsan Gyeongnam Association for Communication and Media Studies held in-depth paper presentations and discussions on how local broadcasting journalism can be realized on media platforms in the evolving media environment of the AI and OTT era.
During the presentation sessions, a variety of topics were addressed, including: strategies for content development using LLM tagging (discussant: Professor Yoo Seungkwan, Department of Media and Communication, Tongmyong University); strategies for implementing local broadcasting journalism in collaboration with AI (presenter: Professor Jung Miyoung, Department of Media and Communication, Tongmyong University); the role and sustainability of local media during disasters; and crisis reporting and crisis communication in the AI era. Practical alternatives bridging the gap between industry and academia were also proposed.
The conference, held at a hotel in Haeundae on August 27, 2025, was attended by journalism scholars, broadcasting experts, and industry professionals from leading universities and research institutes in Korea.
Participants agreed on the importance of maintaining the identity and public value of local broadcasting amid the sweeping changes brought by AI and OTT, and emphasized the need for cooperation and innovation.
Professor Jung Miyoung, who led the presentations, proposed strategies for local broadcasting journalism in collaboration with AI, covering real-world cases of AI utilization in broadcasting, convergence strategies, and ways to enhance interaction with local audiences. There was a consensus that academia and industry must work together to build a sustainable ecosystem for local journalism.
Lee Sangho, president of the Busan Ulsan Gyeongnam Association for Communication and Media Studies (Kyungsung University), stated, "Based on the diverse ideas discussed at this conference, we will research and develop innovative models for local media. Academia and industry will continue to collaborate to create local broadcasting that leads the AI and OTT era."
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