From Sept. 13-16, 2024, the Michigan State University Visiting International Professional Program hosted a group of 22 international broadcast journalists, producers, editors, anchors and media managers as part of the Edward R. Murrow Program for Journalists: New and Traditional Broadcast Media. This International Visitor Leadership Program was a collaborative effort between VIPP and the Michigan State University College of Communication Arts and Sciences.

The program kicked off with a VIPP tailgate and 40-0 victory by the Spartans against Prairie View A&M.

Participants engaged with U.S. broadcasting practices through a series of workshops and discussions. Bob Gould, an acclaimed broadcast journalist, led an interactive workshop on traditional and new media journalism. A highlight was his surprise inclusion of recorded interviews with industry leaders from MSNBC, Scripps and the Poynter Institute, who shared insights on broadcasting challenges in the age of AI. 

A key component of the program was a panel moderated by Eric Freedman, director of the MSU Knight Center for Environmental Journalism. The panel, featuring CAS faculty Winson Peng, Anastasia Kononova, Maria Molina and Dan Hiaeshutter-Rice, delved into the use of large language models in broadcasting. Topics included the efficiency, ethics and evolution of LLMs, as well as their impact on accuracy and bias in media coverage of politics, technology, climate change and public health. Discussions also explored how AI-driven optimization of digital ads is reshaping media business models.

CAS Dean Heidi Hennink-Kaminski welcomed the participants at a networking luncheon, encouraging them to share their international perspectives on journalism and media leadership.

The visit concluded with a guided tour of WKAR at Michigan State University, providing a behind-the-scenes look at public broadcasting operations. Participants Joao Carlos Do Rosario of Radio and Television Portugal, or (RTP, and Leunora Kalikji of Macedonian Radio Television enjoyed demonstrating some news anchoring skills during the tour.

This intensive research-led program at MSU offered a valuable platform for cross-cultural exchange and professional development in the rapidly evolving media landscape.

This post originally appeared on LinkedIn.