ISSN: 2782-893X
eISSN: 2799-0664
ISSN: 2782- 893X
The Sinulog Festival is considered the Best Festival in the country, awarded by the first Choose Philippines Awards last 2016 and tagged as the “Mother of all festivals.” Journalists are the first to observe, inform, and be updated with the latest developments of the said prestigious event. This study documents the insights and experiences of the Cebuano journalists during their Sinulog coverage experiences. Using the purposive sampling method, the researcher conducted face-to-face interviews with the respondents. Results show that the Sinulog festival is one of the most tiring and challenging media coverages of the Cebuano journos. Journalists observed many unethical things that must be addressed in the said festivity. These results emphasize that journalism is essential in this kind of event.