Conference in Serbia: Do you remember local media?
Local journalism has often been at the heart of communities, telling the stories that matter most—yet, in the digital age, many local outlets in Serbia are facing significant challenges. Struggling with low-quality visuals and shrinking audience engagement, these media are caught in a battle for survival, hindered by economic hardships and a lack of sufficient support.
As the world moves towards faster, more dynamic media consumption, local outlets are finding it increasingly difficult to adapt. Without the financial resources to innovate or keep up with technological changes, many are finding themselves left behind, unable to capture the attention of their communities in meaningful ways.
To spotlight the importance of local media and address their pressing challenges, on November 14, 2024, the Local Press Association, with support from Free Press Unlimited, hosted a conference titled "Do you remember Local Media?" The event was organised as part of the "Local Press Lab 2.0" project, funded by the Dutch Ministry of Foreign Affairs and implemented by Free Press Unlimited.
Collaborations and partnerships
The conference brought together a diverse group of attendees, including national and international policymakers, free speech advocates, representatives from civil society and academia, marketing professionals, and prospective members of the Association. This gathering provided a valuable platform to highlight the importance of supporting local media while opening doors for future collaborations and partnerships.
The Ambassador of the Kingdom of the Netherlands to Serbia, NJ. E. Martijn Elgersma, delivered an opening speech emphasising the need for stronger legal protection for journalists and the essential role of local media in keeping local democracy alive and local communities strong.
Albana Shala, Senior Programme Coordinator for the Western Balkans at Free Press Unlimited, underscored the numerous ways to support a more independent press, amplify the voices of local communities, encourage greater participation, and strengthen democracy. The evolving media landscape, influenced by the rise of tech companies, the proliferation of social media, and the spread of disinformation, has contributed to democratic backsliding and added complexity to the situation of the local press in Serbia.
“Our project is one of the most localised efforts undertaken, relying extensively on Serbian experts. By combining efforts at the local, regional, and international levels, we can better address what is today a very complex picture for local media in Serbia.” Albana Shala, Programme Coordinator Western Balkans
The President of the Local Press Association, Marija Obrenovic, also welcomed participants, encouraging them to share both the challenges and success stories of local media. She noted the presence of many younger journalists in the audience, highlighting a growing interest in local media among youth.
Addressing challenges
Speakers at the conference—including editors, journalists, and media experts—recognised the wide range of challenges confronting local media outlets in Serbia. Key issues discussed included funding shortages, an inability to adapt to rapid technological advancements, and the struggle to withstand political polarisation.
The discussion also underscored a lack of solidarity within the media sector, widespread self-censorship, and increasing administrative burdens.
Furthermore, many local media organisations are hindered by project-based co-funding models, which leave them financially unstable and vulnerable to external influence. Intimidation and threats further jeopardise their ability to operate independently and report freely.
Examples of successful local media
However, despite the challenges, the conference also showcased many inspiring examples of local media overcoming limitations. With creativity and resourcefulness, they have managed to innovate, engage their audiences, and create meaningful impacts within their communities, even with constrained resources.
