Albanian Radio and Television – Towards Public Service Media: Expanding to Online Multimedia and Remodelling Its Relationship with Audiences
Albanian Radio and Television – Towards Public Service Media: Expanding to Online Multimedia and Remodelling Its Relationship with Audiences

Author(s): Blerjana Bino
Subject(s): Media studies, Business Economy / Management, Communication studies, Public Finances, ICT Information and Communications Technologies
Published by: Analitika – Centar za društvena istraživanja
Keywords: Albania; media; radio; television; public service broadcasting; online; multimedia; audiences; RTSH;
Summary/Abstract: The transformation of RTSH (Albanian Radio and Television) from a state-owned media to a public service broadcaster (PSB) has been challenging for many reasons, such as the internal organization of RTSH and the current trends of media convergence and digitalization. It is naïve at best to assume that RTSH can be detached from politics in a country like Albania, with its high level of politicization and continued confrontation between political parties. It is also not realistic to expect journalists to adhere to the normative standards of journalistic professionalism in isolation from the conditions in which they work. For RTSH to fulfil its remit of serving the public interest and to survive in a fiercely competitive media market, its transformation into a public service media (PSM) is a viable option, but it calls for remodelling its relationship with audiences and embracing the opportunities offered by media convergence in the digital area. This will enable more transparency and accountability; quality of programming; extended audiences and an increase in the overall profile and performance of RTSH.

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