Why did Borsod24 decide to focus on this project?
The team wanted to stop relying on external spaces for podcast recording, which had been costly and logistically difficult. Establishing their own studio reduced production costs and allowed the team to produce more episodes with greater efficiency. They also aimed to open up the studio for community and commercial use, offering preferential rental terms for NGOs and students. This decision was driven both by audience demand for podcasts and by the newsroom’s need to explore sustainable revenue streams.
How did applying design-thinking principles help?
Before implementing the project, Borsod24 conducted an audience survey on preferred content formats. Combined with analytics from earlier podcast episodes, this research informed the structure of the project and aligned it with listeners’ needs. The preparation phase helped the team anticipate challenges and avoid unexpected problems later. Outside consultants were also helpful in the process, especially in establishing rental conditions for external use.
Did Borsod24’s approach change engagement with its audience in any way?
The response to the new podcasts has been mixed so far — some of the most recent episodes focused on informative but less popular topics. However, several earlier episodes reached hundreds or even thousands of views, and the team is preparing to launch new series it expects to appeal to a larger audience. Borsod24 also organised two live podcast events, each attracting 70–80 people who purchased tickets for approximately 3,000 HUF (about 8 euros). Both events were considered a success and demonstrated strong community interest.
What challenges did Borsod24 encounter and how were they addressed?
The greatest challenge was meeting deadlines. Finding the right contractor and completing construction took longer than expected, making it impossible to organise the planned live podcast event within the initial project period. The team responded by extending the timeline and scheduling several live events for September, which have already seen successful ticket sales. Apart from this, no other major obstacles were reported.
How was the project received by Borsod24’s audience?
Feedback has been positive overall. The successful live events showed that audiences are willing to pay for high-quality, engaging experiences. This was a surprise for the team, as the paid events attracted more interest than free ones. The newsroom also received early inquiries about studio rentals even before launching an official campaign, suggesting strong future potential.
Has the project had any impact on the local community?
The new studio has already been used by a local public association, which expressed satisfaction and indicated interest in using it again for future podcast recordings. Borsod24 is continuing to reach out to NGOs, students, and other partners to expand the studio’s community use.
What insights or lessons were gained from this project?
The newsroom learned that building its own infrastructure enhances long-term sustainability by improving both content quality and production efficiency. It also discovered that live events can generate profit rather than cost. Another key insight is that flexibility in scheduling is essential for future projects to accommodate delays and unforeseen challenges.
What are Borsod24’s next steps?
Borsod24 will continue producing podcasts in its new studio and plans to expand its formats. Beyond the Roma-focused and election-related series, the team will launch a new podcast featuring journalists discussing national topics to reach a wider audience. From a business perspective, the main goal is to promote the possibility of renting the studio to a broader public, which could further contribute to the organisation’s financial stability.
What advice would Borsod24 give to others considering a similar path?
In building a studio, the team recommends keeping to a minimalist design, both to keep costs down and to avoid over-branding the space, which can discourage potential renters. Instead, leaving room for guests to display their own logos helps create a more neutral and professional environment. The team also suggests investing in mobile, easy-to-move equipment that can be used for off-site live events.
Credit: Transitions, Journalismfund Europe's partner for implementing the Microgrants for Small Newsrooms programme, produced this case study.
