To maintain independence, media outlets need to be financially sustainable. Through the Media for All programme, 55 outlets from across the Western Balkans have worked intensively with expert mentors from the Thomson Foundation to develop and implement their unique business ideas.
As the outlets near the end of the 12-month programme which has included extensive bespoke training, mentoring and capacity building we look at the different approaches which have seen an increase in business opportunities and stronger connections with audiences. By creating new content and offering new services, the media outlets are becoming more attractive to advertisers:
- Training in documentary making and storytelling, one outlet has produced a series of programmes looking at their region
- The first photo sharing platform has been established in Bosnia and Herzegovina
- Audience figures have grown with new content and increased focus on social media to share stories
- Improved marketing and sales techniques have increased the number of potential customers and readers
The British Council is working in partnership with the Balkan Investigative Reporting Network (BIRN), Thomson Foundation and INTRAC (The International NGO Training and Research Centre) on the Media for All programme funded by the UK Government.
You can find out more about the activities of our Media for All grantees below or visit the Journalift website to learn more about our work across the region.