Radio Television of Albania (RTSH) has been rated above average, but with significant gaps in the ethical use of artificial intelligence and institutional transparency. 60 out of 100 points was the rating given to the Albanian Public Television, by a report that monitored seven public broadcasters in the Western Balkans.
The scoring used by "NarativAI" highlights how quickly public media in the region are adapting to the immediate transformations brought about by Artificial Intelligence in reporting, changing algorithms, and digital manipulation.
The highest rated in the region are Bosnia and Herzegovina's BHRT and Kosovo's RTK, with 65 points each, while at the bottom of the ranking are North Macedonia's MRTV and Croatia's HRT, with 50 points each.
Albania's RTSH and Montenegro's RTCG rank at a medium level with 60 points, reflecting shortcomings in transparency and policies on artificial intelligence.
Limited transparency in RTSH
In terms of transparency, RTSH received only 25 out of 50 points. While in the field of artificial intelligence, RTSH is rated somewhat better, with 35 out of 50 points.
The report explains that monitors have attempted more than 20 times to access the Code of Ethics, in the "Transparency" section on the television's online website, but it has been impossible.
“The code was ultimately obtained through third-party sites that monitor media and journalism in Albania, and not through the RTSH website itself.”, is quoted in the published summary.
The RTSH Code of Ethics was adopted on 23 November 2016 and is one of the longest ethics documents in the region, totalling 55 pages. Despite its level of detail, the Code has not been updated to include references to artificial intelligence, algorithms or synthetic media, so there are no rules for the ethical use of AI in production, verification or editorial decision-making.
The code includes digital rules, requiring verification of information from unofficial sources before publication and fact-checking before distribution online. Television employees are also not allowed to post opinions that harm RTSH and must indicate when posts are personal.
"While these digital elements are valuable, they are not sufficient and do not replace the need for modern standards on artificial intelligence, algorithms, or synthetic media verification," the report states.
But RTSH's relatively high score for digital/AI readiness comes mainly from strict rules against technological manipulation and online verification, not from the actual use of artificial intelligence.
The report presents RTSH as an institution that is not among the most problematic in the region, but that remains far from the most advanced standards of transparency and ethical innovation. To strengthen its role as a public broadcaster, the report suggests the need for more openness to the public, clear publication of key documents and the drafting of specific policies on the use of artificial intelligence.
According to the recommendations of “NarativAI”, RTSH should make the Code of Ethics accessible in the Transparency section. This code should be updated to include modern standards for artificial intelligence, algorithms and synthetic media, as well as strengthen the rules for verifying online information. It should also create a policy for the use of artificial intelligence that clearly indicates what uses are permissible, limited and prohibited in production and editorial work.
Citizens has continuously reported on the election process. HEADS of public television, but also the financial crisis in this institution, kink which has resulted in dozens of journalists and collaborators being left without salaries.
He completed his master's studies in the department of Journalism and Communication Sciences at the University of Tirana. She has been reporting for more than four years in Citizens.al on issues of culture, urban development, feminism, etc. She is also a contributor to other local and foreign online media, and has worked in the editing of various materials. She is the author of the podcast "Pezull" on Citizens.al and is engaged as a coordinator of projects related to the empowerment of young journalists and migration issues.
