TV Apollon, a local broadcaster from the town of Fier, expanded its commercial approach by partnering up with four organisations in a business-to-business (B2B) model. But also improved the quality and relevance of its content by focusing on issues that are underreported (e.g., environment, racism, women’s right).
“TV Apollon’s business idea had two main components. First, to assess what we have been doing in terms of content so far. And second, to offer a new business perspective through the business plus package,” explains Adriatik Golemi, project coordinator and journalist at TV Apollon.
The outlet assessed its content, in terms of impact and usefulness for its audience, through a series of meetings. Namely, more than 130 face-to-face consultations and meetings with focus groups and key stakeholders were planned and executed in a period of six months in order to get valuable information on how to make the content more meaningful, and create and foster a connection between communities and the outlet.
The second key component is the business plus package. Four businesses – a photo studio, a language and life skills training centre, a business and finance consultancy, and an events management company - agreed to enter into a profit-sharing agreement with TV Apollon. Also, new businesses or start-ups can use TV Apollon services free of charge.
“So far, we managed to get in contact with two local NGOs and agree to cooperate under the business plus package. Namely, our business and finance consultancy partner supported them in writing the grant applications. If successful, TV Apollon will take care about the project's visibility,” Golemi said.
In the scope of the Media for All project the outlet got a new faster and more secure website. Due to technical improvements and new editorial approach traffic has almost doubled. TV Apollon also hired new staff members - two journalists, a cameraperson, a graphic designer and sales and marketing manager.
“Media for All has given us a new perspective – local outlets are important and we need to come up with new and fresh ideas in order to thrive in an ever-changing media environment,” pointed out from TV Apollon. The outlet started broadcasting from the town of Fier in 2003. Today, besides in Fier, they have a second studio in the city of Vlora.
TV Apollon is one of the 8 outlets from Albania that are part of the Media for All project which is funded by the UK Government and implemented by the British Council, Thomson Foundation, BIRN and INTRAC in all Western Balkans countries.