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LONDON — In a recent RedTech issue we explored how music radio is evolving to meet the changing tastes of young Australians. This time, we shift our focus to Croatia, where the public service broadcaster HRT (Hrvatska radiotelevizija or Croatian Radiotelevision) is devising a strategy to engage young people with news content. With the increase in negative and disturbing news stories globally and the growing preference for digital platforms over traditional media, news consumption habits are changing, especially among younger demographics. The added challenge of misinformation on social media, which can influence both thinking and behavior, has further complicated the landscape.
HRT is setting up an ambitious project to address these challenges by seeking to make news both engaging and relevant to young people. I spoke with Eliana Čandrlić, head of radio for HRT, who shared the way the broadcaster’s thinking is developing.
The challenge
The motivation behind HRT’s new focus on youth-oriented news is the mission to provide quality information in ways that resonate with young audiences. “All our research shows that young people are interested in consuming quality content, but no longer through traditional media,” says Čandrlić. “That’s why we decided to create a project that will give them quality news delivered using the platforms where they are present.”
To truly engage young audiences, HRT’s project is adopting innovative and interactive formats such as podcasts, videos and social media platforms specifically aimed at that demographic.
The HRT strategy acknowledges that while young people are still interested in news, their consumption habits have evolved. Traditional media outlets are often seen as outdated, prompting the need for innovative approaches. Social media, a dominant news source for many young people, presents significant challenges. “Social media can be an important source of news, but may not present trustworthy sources,” Čandrlić explains. The rise of fake news has made it difficult for younger audiences to discern fact from fiction, highlighting the need for improved media literacy. The project, therefore, involves not just the delivery of news but also educating young audiences on how to evaluate information critically.
Engaging young audiences
To truly engage young audiences, HRT’s project is adopting innovative and interactive formats such as podcasts, videos and social media platforms specifically aimed at that demographic. But it’s not just about using new media; it’s also about involving young people in news creation. “Young people will be creating news themselves with the mentorship of experienced journalists. We will provide guidance on how to cover the news and, in return, they will help us understand the digital platforms and formats which young people find most convenient,” Čandrlić explains. This collaborative approach ensures that content is not only relevant but also delivered in a way that resonates with this audience. Čandrlić emphasizes how important it is for young people to feel included in the process rather than just being passive recipients.
While the content will cover standard news priorities, there is also a focus on developing a more youthful agenda that speaks directly to the issues young people care about. “It was clear to us that the young are interested in politics, climate change, future work opportunities, mental health and, of course, everything related to AI,” Čandrlić notes. These topics will be approached in ways that engage young audiences in meaningful conversations about their future. Making the news accessible to young people requires more than just content; it requires creativity when devising formats. The project is experimenting with interactive storytelling, gamification and multimedia content. Such hands-on approaches may reveal new ways of making the news more engaging and fostering a deeper connection between the audience and the content.
We will provide guidance on how to cover the news and, in return, they will help us understand the digital platforms and formats which young people find most convenient.
HRT head of radio Eliana Čandrlić
Interaction and participation
Interaction is vital to the project’s strategy, with plans to engage the audience through social media, online forums, live events and listener feedback mechanisms. “It also helps when you hire young people as presenters and content creators. That personal interaction can prove extremely important,” Čandrlić notes. By creating opportunities for young people to participate in content creation, the project aims to build a sense of ownership and community among its audience. “In Croatia, the fastest-growing platforms are TikTok and YouTube, followed by Instagram and, to a lesser extent, Facebook. These are all channels where you have to be present, creating brands that young people want to follow,” says Čandrlić.
Collaboration is another critical component of the project’s success. The team works with high schools, universities, organizations and media outlets to expand their reach and impact. These partnerships are seen as crucial for reaching a wider audience and providing young people with opportunities for media literacy and hands-on experience.
The project’s goal is to increase awareness of important issues, promote critical thinking and empower young people to be active and informed citizens. “We will check this very soon because we are starting research after the end of the project for which we received funding from the European Parliament,” Čandrlić notes. The results of these surveys will provide valuable insights into the project’s impact.
An evolving project
As the digital and media landscape continues evolving, so will the project. “Over the next few years, we envision the project evolving to include more diverse voices, expanding our reach to new platforms and audiences and engaging in partnerships and collaborations to further our impact on the community,” Čandrlić concludes. In a world where change is the only constant, HRT’s project for youth news is committed to staying adaptable and responsive, ensuring that young people are informed and empowered to shape the future.
It will be interesting to see how this thinking develops in the coming months. We might have the makings of a model that can inspire broadcasters internationally. One thing is certain: We cannot ignore the issues our fast-moving media landscape raises. There are no quick fixes, and nothing is more dangerous to society than the next generation being poorly informed and basing its attitudes and choices on half-truths or falsehoods.
The author was head of radio at the EBU until recently, and before that, managing editor of one of the BBC’s national stations. He currently advises media organizations internationally.
