The broadcast industry is experiencing significant transformations driven by rapid advancements in Artificial Intelligence (AI). AI is reshaping how content is created, distributed, and consumed by analyzing vast datasets, identifying patterns, and generating actionable insights. In broadcasting, content creation remains central, and AI technologies are streamlining production processes, boosting creativity, and enhancing viewer engagement. By personalizing content delivery based on audience preferences (Buiani), AI sportscasting marks a major innovation in Philippine media. This study assesses the effectiveness of the GMA AI Sports Series on YouTube, which features AI-generated sportscasters Maia and Marco during NCAA Season 99. It focuses on three areas: guidelines for broadcasting in terms of accuracy, reliability, and engagement; levels of viewer satisfaction; and recommended courses of action. The study draws upon Katz and Blumler’s Uses and Gratification Theory, Daft and Lengel’s Media Richness Theory, and Goffman’s Framing Theory, using a mixed-method design that integrates qualitative and quantitative approaches through survey questionnaires. Findings indicate that 50% of media professionals recognize the accuracy of GMA’s AI sportscasters, 50% affirm their reliability, and 80% find them engaging as pioneering AI presenters. However, viewer satisfaction results reveal that only 20% of respondents are satisfied, 20% dissatisfied, 50% very dissatisfied, and 10% neutral toward the AI sportscasting series. Based on these results, the study recommends enhancing emotional expressiveness in AI delivery, strengthening human-AI collaboration, and implementing educational and training initiatives for AI-driven broadcasting.

Authors:
Michelle Tubilan, Cebu Normal University, Philippines
Joseph Elvir Tubilan, Cebu Normal University, Philippines

About the Presenter(s)
Joseph Elvir Culpa Tubilan is Vice President for research at Cebu Normal University and founding chair of its Communication and Media Studies Department. He holds a Ph.D. in Communication, is a former journalist, has led professional organizations.

See this presentation on the full schedule – Sunday Schedule

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