Strengthening Local Public Media: Addressing Rural Challenges

RTV Horizon aims to increase the reach and relevance of its independent, public-interest local news, with particular emphasis on underserved communities and demographic groups such as young people, the elderly, and inhabitants with an immigration background.

Local media pluralism and journalism face challenges across the Netherlands, particularly in rural areas. Economic pressures and small markets have reduced news diversity, while commercially driven media threaten democratic oversight and diverse representation in public discourse. Independent public media organisations can counterbalance these trends, but must develop sustainable organisational models, increase community engagement, deliver diverse content, and leverage local expertise. RTV Horizon has developed a four-element plan to address these challenges.

• First, a demographic survey will identify community needs with emphasis on underserved groups, assess public perception of RTV Horizon, and establish metrics for performance monitoring. This research will identify gaps in current service delivery and opportunities for meaningful improvement.
• Second, an AI-based tool will monitor public discourse, generate discussion topics, and create new opportunities for community interaction. The Qurio engagement platform will be integrated into RTV Horizon's website and news operations, with feedback shared to enrich public debate.
• Third, under expert journalist-guidance, RTV Horizon will evaluate content selection practices and adapt writing styles to expand audience reach across diverse demographics, prioritising traditionally underserved communities and demographic groups.
• Fourth, the project will document best practices to develop a sustainable business model potentially replicable by other public local and regional media organisations. RTV Horizon will publicise the project outcomes nationally, strengthening its position as an innovation leader in public media.

This project represents a critical investment in preserving media pluralism and strengthening democratic participation in rural areas in the Netherlands. By addressing content diversity, community engagement, and organisational sustainability simultaneously, RTV Horizon aims to create a model for public media resilience in challenging economic environments.

Goals (expected) of the project

The project aims to strengthen local media sustainability through four interconnected goals.

• First, the project will enhance public interest journalism by improving community engagement, especially with underserved communities and demographic groups. By developing targeted content strategies and establishing feedback mechanisms, RTV Horizon will strengthen its role as an independent media platform that informs, contextualises, and connects communities. This will increase local media pluralism and be measured through audience growth metrics and community feedback.
• Second, the project will strengthen RTV Horizon's business model through revenue diversification. This approach recognises that improvements in relevance, audience reach, and brand reputation directly impact financial sustainability. The project will help to explore options for supplementary funding including through local business partnerships, grants, and membership models, while implementing comprehensive performance monitoring frameworks.
• Third, diversity, equality, and inclusion principles will be systematically integrated throughout RTV Horizon's operations. Beyond existing staff declarations and editorial statutes, RTV Horizon will put together a representative project team reflecting community demographics. Staff will receive training to address unconscious bias in reporting and content creation, with an independent diversity specialist serving as external observer throughout the process.
• Fourth, the project will strengthen democratic participation by facilitating inclusive public discourse. RTV Horizon will deploy an innovative AI-based tool to monitor trends in public debate and offer new engagement opportunities, including for traditionally underserved communities and demographic groups, evaluating its effectiveness in expanding public involvement and amplifying diverse community voices.

Together, these four strategic goals form a comprehensive approach to ensuring RTV Horizon's continued relevance and sustainability as a vital, independent media platform in the community.