Strengthening Local Public Media: Addressing The Challenge Of Serving Small Communities

Economic pressures and a small media market had thinned out news diversity in the region, weakening the independent reporting that local democracy depends on. With the project's support, RTV Horizon widened both the range and the volume of its reporting, drawing on local knowledge to reach audiences that commercial outlets often overlook. Its independent, public-interest journalism now reaches more people, with clear growth in audience numbers across all of its channels.

Project Activities

At the heart of the project was an extensive market survey, which gave RTV Horizon a clearer picture of both the communities it serves and the media landscape it operates in. The findings showed how RTV Horizon is perceived from the outside, where it sits relative to other local media, and what audiences actually expect from its news and journalism. Those insights allowed RTV Horizon to reorient its resources and rethink the content it produces.

A second strand of work focused on the people making that content. Professional coaching and training for RTV Horizon's volunteers, across all of its channels, raised the standard of the journalism: more items were produced, and they were better made and more sharply targeted. Coverage was extended to groups that had previously been underserved. A particular gap in independent reporting on local politics was identified, which then became a dedicated focus for new items. General-interest content was made more accessible through simpler language and more explanatory writing.

RTV Horizon also ran three experiments in audience engagement, with mixed results. An interaction tool placed on the website, posing regular questions to readers, drew disappointing responses. A feedback link added to flagship articles produced a similar result. The third experiment was more instructive. A "Question of the Day" campaign on Facebook demonstrated that direct engagement can work, but only when dedicated staff and resources are committed to sustaining it.

What is the impact?

The project has helped RTV Horizon address and push back against the news desert in which it operates. Its position as an independent, public local media organisation has been strengthened, which in turn reinforces media pluralism and journalism in the region it serves. Drawing on an internal coaching and training programme and on the findings of the market survey, RTV Horizon now produces content that is both higher in quality and more precisely targeted at the communities it wants to reach.

Much attention was also given to making general-interest news and information more accessible. By using simpler language and adding more explanatory context, RTV Horizon has been able to reach groups that are harder to serve for social, cultural, age, or language reasons. Coverage was also broadened to meet a clear and previously unmet need: independent reporting on local politics.

The clearest change has been to RTV Horizon's standing as an independent, public local media organisation, at a time when commercial outlets have gained considerable ground in the region. The project strengthened that standing markedly. It also helped to increase the quantity, range and accessibility of the station's journalism, leaving RTV Horizon better placed to meet the needs and expectations of the communities it serves, with underserved communities and demographic groups given particular attention.

Those changes showed up in the audience numbers. The number of users across RTV Horizon's various channels rose significantly over the course of the project. Overall recognition and support grew as well, not only among the general public but also across political and private stakeholders. This result is sustainable and is expected to continue beyond the end of the project.

Project Links

• Dorpshuizen Heeze-Leende in zwaar weer: gemeente eist koerswijziging na jaren van financiële nood
• Cranendonckse raadsleden hekelen besluitvorming rond zorgindicaties: ‘Niet zorgvuldig genoeg'
• Hervorming griffie en kritiek op externe inhuur gemeente Heeze-Leende
• ‘Door mijn werk als taalambassadeur blijf ik groeien’