‘Compared to the beginning, when they (ZOR Radio) were unsure of their ability even to write a business plan, today they run a media that is expanding rapidly and has become the most influential in their local environment.’ - Mentor, ZOS Radio, BiH
Life cycle
2019 to 2023
Country/Region
Western Balkans – Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia, Serbia
Client/Partner
FCDO, Thomson Foundation, BIRN Hub and INTRAC.
Vision
The vision for The Media for All programme was to provide expert mentoring, training and support for local media outlets across the Western Balkans to engage more effectively with their audiences. The goal was to provide tailored business development support, enhance two-way communication with citizens and media outlets, supporting youth media and young journalists while strengthening gender sensitive reporting.
Situation
Prior to the implementation of the Media for All programme, journalists and media outlets faced several challenges. Independent, local media outlets in the Western Balkans had trouble securing financial resilience and editorial independence was subject to threats and intimidation from different sources of disinformation and malign influences. There were low levels of gender sensitive reporting and minimal use of gender sensitive language, as well as the spread of gender disinformation. There was also only a narrow space for development of youth media outlets and youth journalists.
Implementation
To achieve the ambitious targets, a multifaceted approach was implemented. Central to this strategy was one-on-one mentoring, which provided tailored capacity building to meet the specific needs of individual media outlets. This personalised support was complemented by group mentoring sessions focused on countering gendered disinformation and producing fact-checked content. Over 30 different training programmes were delivered, enhancing the skills and knowledge of participants. Research efforts were undertaken to inform the project's work plan, adhering to the principles of adaptive management. Additionally, media outlets were mentored to introduce or update their gender policies, ensuring a comprehensive and inclusive approach. The adaptive management strategy allowed the programme to remain flexible and responsive to the evolving needs of the media landscape in the region.
Impact
The impact of the Media for All programme has been substantial. A total of 139 media outlets received various forms of technical, financial, and professional support. These outlets participated in training, knowledge exchange events, debates, and networking activities focused on gender equality in media and the role of policies in supporting this goal. Business development initiatives strengthened the financial positions of 55 outlets, with 67% developing new revenue streams, 51% earning income from these new sources, and 89% updating their existing revenue streams. Additionally, 51 grantee outlets actively used the Engaged Citizen Reporting (ECR) tool to engage citizens, resulting in the production of over 700 original journalistic products, including articles, TV and radio shows, podcasts, and social media content. Efforts to advance gender equality were also evident, with 13 grantee outlets and nine youth outlets developing or updating gender-sensitive internal policies. Furthermore, over 300 journalists and content producers were supported in creating high-quality, relevant, and gender-sensitive articles that attract new audiences.
Mutual benefit
The programme aligns with the British Council’s Non-Formal Education (NFE) framework, which guides our work in inclusive, skills-based learning beyond formal systems. It allowed us to focus on our strengths in building connections (through formal and informal networking), youth capacity and skills development, and gender-transformative actions such as mentorship, training, and support for internal gender policies—all delivered directly by British Council experts.
Beneficiaries worked with UK media professionals and gained from their expertise. This collaboration supported the transfer of best practices in journalism, business development, and gender-sensitive reporting, strengthening media outlets across the Western Balkans. Cross-cultural exchange also deepened our understanding of the regional media landscape, helping us better respond to diverse community needs.