Independent media organisations in the Western Balkans are facing a systemic threat as a result of political pressure, manipulated information, a lack of transparency regarding ownership structures, and an unfair distribution of advertising revenue and public funding.
Most quality-oriented media, particularly local or specialised outlets and voices critical of the government, find it difficult to generate sufficient revenue. They are often dependent on financial assistance. However, technological advances – such as cost-effective online production and artificial intelligence – are opening up new opportunities for greater efficiency, digital innovation and a wider range of revenue sources. Specifically, media outlets can generate additional revenue from advertising on their social channels.
The competitiveness, quality journalism and innovation processes of independent media organisations in the Western Balkan countries are improved.
The project supports independent media organisations by improving their financial situation and competitiveness. By offering open calls to apply for financial assistance, as well as technical advice and training, it enables media organisations to test and refine new business models, expand their target groups, and ensure innovative, high-quality and fact-based journalism.
In addition, the project promotes regional and cross-sectoral cooperation between media outlets. To this end, it facilitates knowledge sharing, networking and joint reporting on issues of public interest.
The project is working with DW Akademie.