Radio Television of Serbia (RTS) and Croatian Radiotelevision (HRT) are among the Balkans’ longest-established public broadcasters, with histories spanning 102 and 100 years, respectively. Both organizations have played leading roles in the region’s media landscape and are actively pursuing innovation and digital transformation to better serve modern audiences, particularly younger generations.
Ms. Zorana Bojičić, Director of Radio Belgrade, a division of RTS, said the broadcaster currently operates four national radio channels covering news, current affairs, culture, youth programming, music, and radio drama. While these channels remain highly popular among Serbian audiences, she noted that many people—particularly younger listeners—now consume content through social media and digital platforms. In response, Radio Belgrade has adopted new strategies to expand its presence across digital channels and reach audiences wherever they are.
One of its key initiatives has been the establishment of dedicated podcast production teams. Podcast content is created for radio and television broadcast, as well as digital platforms, with a strong emphasis on engaging younger audiences. Popular topics include education, health, family life, and other issues closely related to everyday concerns. Political topics are also covered, but are often presented through practical and audience-friendly formats.
Ms. Bojičić emphasized that audience engagement has become a central element of content development, enabling listeners to play a more active role in the production process. She noted that this approach has helped Radio Belgrade strengthen its position amid increasing competition from social media platforms and commercial broadcasters.
Meanwhile, Robert Šveb, Director General of HRT, described the broadcaster as one of Europe’s most innovative public media organizations. In radio broadcasting alone, HRT operates four national channels and eight regional services. Its most popular stations include HRT1, which focuses on news and current affairs; HRT2, which features culture and sports programming; and Voice of Croatia, the country’s international radio service.
Benefiting from its integrated radio, television, and digital media operations, HRT offers a diverse range of content tailored to a broad audience. All radio programming is also distributed across digital platforms to expand its reach, particularly among younger users. HRT2, in particular, has achieved notable success online through its combination of practical, audience-focused content and innovative presentation formats. Many of its programs are livestreamed and repurposed as podcasts.
During discussions with both RTS and HRT, Vice President Pham Manh Hung highlighted VOV’s ongoing efforts to modernize its content, production methods, and management practices. He noted that VOV has been expanding its podcast offerings and digital presence to reinforce its position as Vietnam’s leading national media organization and better connect with younger audiences.
Mr. Hung added that VOV is actively seeking international experience in digital transformation and exploring opportunities for partnership in both content development and technology.
Leaders of the Serbian and Croatian broadcasters praised VOV’s achievements and agreed that there is considerable scope for closer cooperation. Areas of mutual interest include the exchange of news reports and feature stories on socio-economic development, public governance, history, tourism, music, and traditional culture. Such initiatives, they noted, would not only enrich programming but also help audiences in the Balkans gain a better understanding of Vietnam, and vice versa, while supporting broader people-to-people, cultural, and tourism ties.
The two sides also discussed the possibility of exchanges of journalists and technical personnel, professional training programs, and joint content-production projects.
Both broadcasters expressed their interest in signing formal cooperation agreements with VOV in the near future. Pending the conclusion of such agreements, the parties agreed to begin exchanging news reports, feature programs, and digital content as a basis for long-term and mutually beneficial cooperation.
Radio Belgrade is part of Serbia’s public broadcasting system. It traces its origins to Radio Beograd–Rakovica, established in 1924, and officially began broadcasting on March 24, 1929. Today, it operates four main radio channels and maintains an extensive audio archive containing hundreds of thousands of recordings. Widely regarded as a cornerstone of Serbia’s cultural and public life, Radio Belgrade is often described as a “temple of culture, information, and the Serbian language.”
HRT is Croatia’s national public broadcaster. Its origins date back to Radio Zagreb, which was established on May 15, 1926, and later evolved into HRT. Today, HRT operates a nationwide multimedia network comprising four television channels, three national radio channels, regional broadcasting services, and the HRTi digital platform. With nearly a century of broadcasting history, it plays a central role in Croatia’s media landscape, preserving the country’s cultural heritage while providing public service broadcasting in accordance with the law. HRT also maintains several professional performing arts ensembles, including a symphony orchestra, a jazz orchestra, a tamburitza orchestra, and a professional choir. The broadcaster has annual revenues of approximately 230 million euros.
