Our goal is not only to document current practices, but to create a long-term, independent benchmark for the region. By regularly comparing how each public broadcaster performs and how their standards evolve over time , NarativAI provides a clearer picture of progress, challenges, and opportunities for improvement.

Author: NarativAI 

Public service broadcasters play a critical role in informing citizens, shaping public debate, and maintaining media independence. Yet across the Western Balkans, these institutions are often among the least examined when it comes to transparency, editorial standards, and preparedness for new technologies. This project by NarativAI aims to change that.

Through continuous monitoring and comparative research, we analyze how the region’s public broadcasters publish and update their ethical codes, how accessible their documents are to the public, and how open they are to audience complaints. We also assess whether their editorial frameworks reflect the realities of digital journalism, including verification of online content, responsible use of social media, and the growing impact of synthetic media and AI tools in news production.

Although many broadcasters may not use AI at the organizational level, it is highly likely that individual journalists already rely on AI tools in their daily work. Without clear institutional rules, this creates a transparency gap and increases the risk of inconsistent practices. For this reason, the project also evaluates how prepared each broadcaster is to handle AI ethically, responsibly, and in line with international trends.

Our goal is not only to document current practices, but to create a long-term, independent benchmark for the region. By regularly comparing how each public broadcaster performs and how their standards evolve over time , NarativAI provides a clearer picture of progress, challenges, and opportunities for improvement.

This project is part of our broader mission to support ethical innovation, strengthen accountability, and ensure that publicly funded media continue to serve the public interest in an era of accelerating technological change.

(This text was written and reviewed by the editor with support from artificial intelligence tools for language editing and stylistic refinement. More on how NarativAI uses AI — Link)