Radio Titograd, based in Podgorica, is a multiplatform outlet combining radio broadcasting (101.1 MHz across Podgorica, Danilovgrad, Spuž, and Cetinje) with an online portal. The outlet marked its fifth anniversary in 2022, having built a recognisable brand with nostalgic resonance in Montenegro and across the region. While well-established on radio, its digital presence lagged behind. The strategic goal under the Media for All project was to redesign and redevelop the website to raise its content and business to a higher level, introduce new digital formats, and create new revenue streams through advertising and subscription models.
Where Radio Titograd was — and where it wanted to be
Before the intervention, Radio Titograd’s primary strength was its nostalgic and trusted brand, alongside quality radio production. Its owner, a regionally recognised musician known for his good taste and promotion of quality music, further reinforced the outlet’s identity and credibility, giving it a cultural edge and strong connection with audiences.
However, its online presence was limited, with outdated design, low accessibility, and limited monetization opportunities. The outlet aimed to:
- Build a modern, interactive website to boost audience reach.
- Diversify content formats (video podcasts, multimedia, feature sections).
- Monetize the portal through advertising and subscription models.
- Expand newsroom capacity to sustain higher output.
- Position itself as a regional digital player, not only a local radio station.
On the road to overcoming challenges
With Thomson’s support, Radio Titograd underwent a significant digital transformation. A completely new website was developed with a modern design, improved functionalities, and accessibility features for people with visual impairments.
“Our analytics shows that we have continuous readership/listeners in 34 countries. This is huge success for a small outlet. Also, another key feature of our new website is the fact that for the first time it is fully accessible for the people with visual impairment. This all thanks to Media for All and Thomson Foundation support.” – Director and owner Božo Bulatović
The intervention enabled the outlet to:
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- Launch new sections such as “Titogradske priče” (Titograd’s Stories), readers’ stories, video podcasts, video-mobile journalism, and ‘video hit of the day’.
- Multiply its daily news production (up to 70 news per day, plus 10 author articles monthly and 4–5 fact-checks).
- Hire new staff to enhance both content quantity and quality.
- Introduce video podcasts as a fresh, audience-engaging format.
- Combine radio and digital content into mixed packages, strengthening monetization.
Looking ahead
Radio Titograd plans to continue strengthening its role as a regional digital and radio hub by building innovative revenue models and expanding its digital footprint. The outlet’s ambition is to further develop its subscription and advertising offers, expand podcast and multimedia content, and solidify its position as both a nostalgic cultural brand and a modern multimedia outlet.
