At a time when independent media faces numerous challenges – from the commercialisation of content to limited access to information and resources for investigative journalism – support from programmes like Western Balkans Media for Change is crucial for sustaining independent journalism and preserving a critical voice in society. These programmes enable journalists to explore important topics without external pressures, contribute to the media pluralism and strengthen the role of media in holding power to account and correcting social injustices.
The support of the Western Balkans Media for Change programme has enabled our media outlet to strengthen its editorial team, improve the quality of our content and expand our audience reach. Thanks to this support, we implemented the project Diversity is a Virtue: Multimedia Web and Radio Content for Underrepresented Audiences, which introduced new ways of communicating with readers and citizens, as well as innovative approaches to addressing socially important issues. Through this project, we had the opportunity to investigate crucial societal topics that often lack commercial appeal.
We are particularly proud of our investigative piece How Much Does A Life Cost: The Harsh Reality of Cancer Patients Without Access to Chemotherapy Drugs, which focused on women with breast cancer and the challenges they face within the healthcare system. This story resonated strongly with the public, leading to a response from the relevant authorities, who have reacted and resolved the issue of chemotherapy drug shortages in the Sarajevo Canton.
In addition, we collaborated with the younger generation, investigating living conditions in student dormitories, thereby giving young people a platform to voice their opinions and concerns.
Our investigative topics were approached through multimedia and cross-media storytelling. Each investigative story was accompanied by the podcast series Podcast S, published on YouTube, as well as shorter formats such as Reels and Shorts, tailored to social media trends.
As part of our radio programme, we launched Moja Play Lista, a show that provided an opportunity for different generations, LGBTIQ+ and other underrepresented communities, to create and share their music playlists. These playlists were broadcast on Radio Sarajevo 90.2 MHz, each accompanied by commentary from a music editor, further enriching the show’s format.
Beyond financial assistance, Western Balkans Media for Change also provided expert workshops and mentorship, significantly contributing to the professional development of our journalists. Through this project, we:
- strengthened our digital strategy and expanded our presence on social media
- increased interactions with our audience, which directly resulted in greater readership and engagement
- developed and launched new content formats such as podcasts and multimedia stories, enhancing our relevance in the digital space
- maintained a stable readership, even during periods of fluctuation, which had previously been a challenge for our media.
This project also enabled us to introduce new tools for audience engagement, such as the Engaged Citizens Reporting (ECR) tool and web surveys, allowing citizens to directly participate in the creation of our media content. This has further strengthened our role as an independent and responsible media outlet that actively listens to its audience’s voice.
Radio Sarajevo is one of the leading independent media outlets in Bosnia and Herzegovina, operating both a web portal and a radio station, while maintaining a strong presence on social media. Our portal is the second most-read portal in BiH, with a long-standing stable position, which is particularly important in a media environment characterised by frequent fluctuations in readership.
The support of the programme played a key role in the further development of our digital strategy, content diversification and enhanced interaction with our audience. Thanks to this, Radio Sarajevo has strengthened its position as a media outlet that promotes professional, high-quality and socially responsible journalism. At a time when misinformation and sensationalism are rampant, independent media play a crucial role in preserving professional and ethical journalism. The support of such programmes is more than just assistance to the media – it is an investment in a democratic society, freedom of speech and the right of citizens to accurate and reliable information.
And we continue with the same mission – to be the voice of those who are rarely heard, using our platform to raise critical issues that drive positive change in society.
Dina Softić, Journalist, Radio Sarajevo