From tradition to innovation: Redefining local media through short-form video storytelling
RTV Slon Tuzla stands as a vital pillar of local media, dedicated to telling the stories that shape the Tuzla region. With a strong focus on community-driven journalism, the station highlights the events, challenges, and triumphs that matter most to its local audience.
Founded in the late 1990s, during a period of significant change and reconstruction in Bosnia and Herzegovina, RTV Slon emerged as a vital platform for delivering reliable information and fostering community cohesion.
Renowned for its dynamic programming and unwavering dedication to quality, RTV Slon bridges the gap between tradition and modernity, delivering an eclectic mix of news, entertainment, culture, and educational content.
RTV Slon Tuzla, long celebrated for its excellence in television and radio broadcasting, began streaming towards the rapidly expanding domain of short-form video content on digital platforms such as Facebook Reels, Instagram Reels, and YouTube Shorts. This shift marked an ambitious leap into the fast-paced and ever-evolving digital media landscape.
Recognising the growing influence of short, captivating, and easily shareable videos in shaping modern digital engagement, RTV Slon seized the opportunity to explore this innovative format.
This move not only signaled a strategic shift, but also reflected an understanding of the potential to influence and engage a broad audience, from younger, tech-savvy individuals to more diverse and digitally connected demographics.
Thomson Foundation stepped in to support RTV Slon Tuzla’s efforts to modernise and expand its digital content capabilities, organising a series of comprehensive training sessions held at the station’s premises. These sessions were aimed to address the specific needs of the editorial team, focusing on empowering them with the skills and knowledge to independently conceptualise, create, and produce high-quality short-form video stories.
The training emphasised the rules of crafting engaging narratives in a concise format, utilising innovative techniques and tools to capture audience attention effectively. With a focus on digital platforms, the sessions aimed to prepare the team to seamlessly adapt their content for distribution across popular channels such as YouTube Shorts, Facebook, Instagram, and others.
The training at RTV Slon Tuzla was dedicated to teaching participants how to create compelling short videos that resonate with audiences. The emphasis was on understanding the key elements that make these videos successful, starting with the introduction.
Participants were taught that the first few seconds are crucial, as this is when the viewer decides whether to continue watching.
Crafting an attention-grabbing opening is, therefore, the cornerstone of any effective video.
Another critical aspect covered was the use of graphics. High-quality and well-placed graphics were highlighted as essential tools for enhancing the visual appeal and conveying key messages effectively. The training also stressed the importance of keeping videos concise and to the point, ensuring they align with the audience’s limited attention span in today’s fast-paced digital environment.
The programme went beyond theory, offering practical training on filming specifically for short-form content. Participants learned how to plan and prepare for these videos, from brainstorming creative ideas to scripting, shooting, and editing.
The most challenging aspect of the process was adapting to a new format and applying previously acquired knowledge to a different approach to storytelling.
Participants, who regularly work with cameramen and editors in their daily roles, benefited from this process, which helped them quickly acquire new knowledge and skills. This experience allowed them to refine their abilities, and gain the confidence to independently create engaging content while effectively promoting the program and its initiatives.
“This training allowed me to learn how to create and edit reels and other short videos suitable for modern social media in a short period of time. Now, without anyone’s help, I can create engaging content and promote my TV show just like other journalists around the world. What I would highlight as the best about our mentor is that we learned a lot about this field in a very short time, without any obstacles and without any stress.”
Edina Rizvić RTV Slon Tuzla
“I must admit that I had experience in creating and editing videos for social media before this mentorship, so this field is not unfamiliar to me. However, I must emphasize that with trainers’ mentorship, I learned many shortcuts and other tools that enable the creation of such videos in various quicker ways, which is extremely important in journalism and daily content publishing on online platforms.”
Adin Jusufović, RTV Slon Tuzla
The impact of RTV Slon Tuzla on social media has grown remarkably, marking a new era of digital engagement. The platform has significantly increased its production of short videos, covering a diverse range of topics such as current events, concise news updates, sports programming, historical insights, and promotional content for individual shows. Additionally, there is a strong focus on delivering locally relevant information that directly benefits the community.
The storytelling has become more dynamic and content-rich, reflecting a deeper understanding of audience needs and preferences. The overall presentation of the content has reached a new level of professionalism, demonstrating attention to detail and a commitment to quality. Moreover, the visual design of the videos has undergone a significant upgrade, with improved graphics and modern editing techniques enhancing their appeal and impact.
This transformation has not only strengthened the station’s social media presence but also positioned RTV Slon Tuzla as a leading example of how traditional media can successfully adapt to the digital age, creating engaging, informative, and visually compelling content for its audience.
