If we can make a difference for even one woman trapped in a cycle of violence, help someone navigate their struggle with depression, or lift the veil of secrecy around the issues we face daily that are still seen as taboos, then we know our mission is on the right path. These are the driving forces behind our work and also the purpose of our podcast – the Taboo Show.
Fully recognising the hurdles involved in creating and sharing meaningful media content, aware of the commercialisation and tabloidisation of everything around us – including human relationships and lives – as well as the fact that ‘difficult content’ is neither commercially nor marketably appealing, it was clear to us that our vision of producing quality media content that is different, that questions and encourages critical thinking, would not be possible without the initiatives that at their core support excellence. Therefore, participating in the Western Balkans Media for Change programme was of crucial importance to us.
Prioritising quality over quantity, rooted in the core values and fundamental rights, designed to address the challenges posed by market trends and advocating for excellence within the media landscape while placing the audience at the forefront of its mission – the Western Balkans Media for Change is a ground-breaking initiative that encompasses all the aspects that modern media should address today. Reflecting also on our previous experience with the Media for All programme, we can confidently state that it’s because of the support of these programmes that we have evolved into a media outlet in tune with its audience, striving to champion the much-needed change in Bosnia and Herzegovina’s society.
With this invaluable support, our media outlet has achieved significant progress. We’ve launched a new communication and content distribution channel – a newsletter, making us the first non-specialised media outlet in Bosnia and Herzegovina to offer this service (breaking new ground previously ventured by only a handful media). Our audience has surged by an impressive 23%, marking a historic achievement for our organisation, and that number continues to rise daily. This growth encompasses not just subscribers, followers and readers, but also actively engaged individuals. Moreover, our media outlet has established itself as a credible voice in human rights discussions and has robustly promoted gender equality and inclusion through our commitment to high-quality, professional media content.
As part of our ongoing project supported by the programme, we have successfully introduced a newsletter as a new avenue for content distribution, offering potential for future income diversification. Additionally, we have produced 35 one-hour podcast episodes that engaged in discussions on pressing contemporary issues, including human rights, the societal challenges faced by marginalised groups, the position of women and mental health. These discussions resonated deeply with our audience, demonstrating a clear demand for meaningful and relevant media content – content that addresses everyday lives, challenges taboos, dismantles stigmas and stereotypes, and reflects our realities rather than sensational controversies.
Thanks to the support of the programme, we have made significant progress in refining our internal editorial and ethical standards, ensuring that gender and other important issues are systematically integrated into our work. By supporting our projects, the Western Balkans Media for Change programme has been instrumental in reinforcing the strategic direction of our media outlet. It has guided our digital transformation and efforts toward sustainability and strengthened the RTV Slon’s commitment to the vision and mission of being an innovative, integrated media outlet that is responsive to community needs and dedicated to producing and disseminating diverse content across various platforms.
Our podcast and the topics it covers have positioned our media outlet as a significant player in societal discussions. This has led to collaboration with the Police Department of the Federation of Bosnia and Herzegovina, which chose our platform to communicate its crucial campaign aimed at increasing reporting of violence. Furthermore, our ongoing commitment to these important topics has led the Ministry of the Interior of Tuzla Canton to engage us for the production and broadcasting of educational content.
In light of these achievements, it is evident that the sustainability and growth of independent media in the Western Balkans rely heavily on initiatives like this programme. It is vital that such support continues in the future, being equally accessible to media organisations and media professionals. This is not only because of the financial aid – which is often a first helping hand for media to survive and overcome the complexities of political, economic and market challenges – but also because of the diverse range of support that such programmes offer.
Albina Vicković, Executive Director for Development and Innovation of RTV Slon, author and editor of the podcast ‘Taboo Show’