Strong voices for more democracy in the Western Balkans
GIZ promotes quality journalism and independent media in the Western Balkans as a way of strengthening democracy in these countries and bringing them closer to the EU.
There is a buzz of excitement in the recording studio. Here, in the heart of Sarajevo, the long-established media company Oslobođenje is producing a podcast. Later, it will be published on the company’s own podcast platform, as well as on YouTube, TikTok and Instagram. Chief Operating Officer Zlatko Kljajić tells us a lot has happened in recent years as Oslobođenje has evolved from a daily newspaper into a multimedia company – thanks in part to support from the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH.
On behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ) and with cofinancing from the European Union, GIZ is supporting the Oslobođenje team with finding new ways of sourcing additional revenue. That’s because quality media organisations in the Western Balkan states are struggling to cope with disinformation, political pressure and a lack of public funding. Local media and critical voices in particular are finding it difficult to generate sufficient income. Oslobođenje from Bosnia and Herzegovina is one of 87 media organisations receiving support in six countries of the Western Balkans.
No democracy without media freedom and diversity
The aim is to maintain high-quality journalism and provide local people with well-researched, fact-based information – an important contribution to the strengthening of democracy in a region marked by growing Russian and Chinese influence. This can only be achieved if media organisations are in a strong financial position and not solely dependent on public funding. Together with the Deutsche Welle Academy, GIZ provides the advice and training needed to test and develop new business models.
In weekly mentoring sessions, the staff at Oslobođenje learned to develop a data-based content strategy and adapt their formats to the needs of their target groups. ‘We restructured our team and invested in new channels and formats. And we found new ways to integrate advertising,’ reports Zlatko Kljajić. Success came quickly as views picked up on every channel. The investments also paid off financially: ‘We doubled our revenue from YouTube in the period up to the start of 2025, and our podcast platform is also having an impact. We’ve attracted sponsors, too, as well as new listeners,’ says Zlatko.
Earning money without compromising editorial integrity
Coaching support has also enabled the Albanian Citizens Channel to explore new avenues. Just to give one example, it has developed a studio for multimedia services alongside its non-profit business. After just one year of operation, the new studio was already generating 10 per cent of the annual budget. ‘We are stronger, more resilient and better equipped today. We have established clear goals, too, and a good foundation that will allow us to expand sustainably,’ says managing director Lorin Kadiu. But the most important thing, he adds, was understanding as a team that it is possible to grow and earn money without compromising on editorial integrity. ‘Our mission remains unchanged: journalism by citizens for citizens, rooted in the belief that independent media can help ensure that everyone’s voice is heard.’