Kuala lumpur: Mainstream media's role as a trusted source of information is becoming increasingly critical as misinformation, manipulated content, and AI-generated material pose growing challenges, making the safeguarding of credibility more important than ever. Reflecting on the evolving media landscape, Malaysian National News Agency (NNN) chief executive officer Datin Paduka Nur-ul Afida Kamaludin emphasized that mainstream media now carries a greater responsibility to uphold accuracy, fairness, and accountability in its reporting. According to Nam News Network, Nur-ul Afida stated that trust must be earned through accuracy, transparency, balance, and accountability during an interview with Xinhua news agency ahead of the Asia-Pacific Media Forum set to be held in Shenzhen, China, in September. She highlighted that the media should not merely record official meetings, disputes, and crises but also serve as a bridge to help people understand the cultures, concerns, and aspirations of other societies. Being a bridge does not mean avoiding difficult issues; credible media must remain independent and ask necessary questions. Nur-ul Afida further elaborated that the task of the media is to be accurate without being inflammatory, critical without being prejudiced, and open to dialogue without compromising journalistic principles. In the broader Asia-Pacific region, she noted that media should provide greater coverage of regional innovation, education, culture, social development, and the experiences of ordinary people. For Bernama, membership in the Organisation of Asia-Pacific News Agencies (OANA) and bilateral news-exchange arrangements with multiple media organizations have helped bring a wider range of perspectives to audiences. As Malaysia's national news agency, Bernama has a responsibility to explain Malaysia to the world and the world to Malaysians. She mentioned that the upcoming Asia-Pacific Media Forum would provide an important platform for media professionals in the region to exchange perspectives an d better understand the environments in which their counterparts operate. Nur-ul Afida said that greater dialogue could help foster stronger trust, deeper understanding, and practical cooperation among media organizations through news exchanges, joint training, journalist attachments, fact-checking partnerships, and co-produced reports. She underscored that when journalists communicate directly and understand one another better, they are less likely to rely on stereotypes or incomplete narratives. Better dialogue among media professionals can, therefore, contribute to better public understanding and more constructive international relations. In the wide-ranging interview, Nur-ul Afida also highlighted the role of media in combating online scams by raising public awareness, saying mainstream media could regularly explain how scams operate, highlight warning signs, and tell the public what action to take. She stressed that reporting must remain responsible and avoid blaming particular nationalities, especiall y as some individuals working in scam centers may themselves be trafficking victims. Enforcement, technology, financial intelligence, public education, and international cooperation must work together. Addressing the rapid transformation of the media landscape, Nur-ul Afida said Malaysia and ASEAN could draw lessons from China's experience in advancing its media industry. She pointed out the substantial investment in mobile-first content, video production, digital platforms, data journalism, and artificial intelligence within the media sector. However, she cautioned that lessons should be adapted rather than copied, as Malaysia's approach must reflect its multilingual and multicultural society. Nur-ul Afida concluded by emphasizing that technology should enhance journalism, while editorial judgment, accuracy, ethics, and human accountability must remain central.