This week, the Office of Eurovision Regional News Exchange for Southeast Europe (ERNO) hosted media professionals from in Sarajevo for a regional workshop focused on strengthening audience engagement strategies in public service media (PSM).

Organized with support from the EBU’s Partnership Programme and the Central European Initiative (CEI), the workshop brought together 10 EBU/ERNO Members (RTSH, BNT, BHRT, RTS, RTCG, MRT, MTV, RTK, HRT, RTVSLO). Participants were equipped with practical tools for digital content production, audience development, and the integration of AI technologies into their workflows.

The programme addressed the urgent need for PSM to adapt to a rapidly changing digital environment. Sessions covered key topics such as audience analytics, AI-supported content strategies, and social media engagement, emphasising the importance of maintaining editorial integrity while applying new technologies to better serve diverse audiences.

Leading experts from the BBC, Deutsche Welle, Swissinfo, NPO, and Yle shared practical insights into managing digital transformation within public service frameworks, while a 'train the trainer' session led by the EBU Academy prepared participating organizations to transfer newly acquired knowledge internally, building institutional capacity for the future.

Dr. Željka Lekić-Subašić, Head of the ERNO Office, underlined the importance of the initiative:

"Understanding and engaging audiences is no longer optional for public service media — it is essential for their survival and relevance. PSMs must build trust, reflect the diversity of society, and remain responsive to people's needs if they are to continue serving the public interest in the digital era. This training initiative was a crucial step in equipping our Members’ newsrooms with the skills, data, and strategies needed to put the audience at the centre of everything we do."

An important outcome of the workshop will be the establishment of the ERNO Regional Network of Audience Editors, designed to foster collaboration, joint projects, and sustainable audience engagement initiatives across Southeast Europe.

ERNO’s work continues to support the development of a more resilient and responsive public media sector, better equipped to meet the challenges of the digital age.