Forum žena Prijepolja is a remarkable women’s non-governmental organisation established in 2000 in Prijepolje, Southwestern Serbia, with a dedicated mission to promote gender equality and enhance the quality of life for women in a multiethnic and traditionally patriarchal setting. Over the years, we have proudly implemented nearly 150 impactful projects focused on advancing gender equality and human rights, boosting women’s empowerment, encouraging political participation and combating violence against women. In 2008, we took another significant step by launching our media outlets – ‘TV Forum’ and the ‘ForumInfo’ portal.
TV Forum is a pioneering force in the civil sector, being the first TV station in Serbia and the Balkans founded by women. What started with just three employees has grown into a team of ten talented professionals dedicated to upholding the principles of independent journalism. We adhere to ethical standards and strive to keep our community informed about relevant local events and activities. Through the ‘Forum žena Prijepolja’ media platforms, we aim to amplify the voices of citizens in local communities, ensuring that their concerns and needs reach decision-makers. We place special emphasis on highlighting the stories of women in rural areas, as well as addressing the interests of young people and individuals with disabilities.
What led us to participate in the ‘Western Balkans Media for Change’ programme? In short – we matched. The objectives of the programme matched our vision, mission and values, and we were eager to be part of this transformative initiative. Both the Western Balkans Media for Change programme and Media for All – also funded by the British Government and which supported us in 2020 – offered us something unique: a network of wonderful, supportive people, who truly understand the dynamics of Serbia’s media landscape, especially for small local media outlets like ours. The knowledge, understanding and guidance we receive are invaluable, enabling us to create initiatives that meet our specific needs within our community’s unique context. The financial support, the enhancement of expert, operational and professional capacities, as well as the opportunity for networking provided by programmes such as the Western Balkans Media for Change are not just beneficial – they are essential for the sustainability and growth of local media efforts.
We highlight financial support first because, in order to advance professional media engagement, the dedicated team working and advocating for the community’s interests should be fairly compensated for their invaluable work. This is particularly challenging given the current landscape of many local media outlets. Equally crucial is continuous mentoring support, which allows us to learn, acquire new skills and refine our craft with the guidance of seasoned experts. We are proud to have been able to invest in high-quality equipment that will significantly enhance the visual quality of our television programme in rural areas, improving terrestrial broadcasting and increasing our competitiveness in the market.
Our strategic approach has evolved, focusing on effectively engaging diverse audiences and stakeholders. This new direction has led us to develop a new sales strategy, along with innovative content formats and channels to connect with vulnerable groups. Thanks to enhanced advertising services and ongoing promotional campaigns, we have attracted an influx of new advertisers. By introducing a Viber channel, we have made it easier for a segment of our audience – particularly older individuals in rural communities – to access our content via a messaging app they find more user-friendly than other options. This initiative has contributed to a remarkable 30 per cent increase in views of our news programme on our YouTube channel. Some of the topics of public interest we covered – such as utility services, enhancing tourist attractions and fostering sports activities – were researched through an online platform while encouraging audience participation in content creation. These efforts have made a tangible difference, leading decision-makers to take steps to improve the quality of life for our citizens.
Thanks to the Western Balkans Media for Change programme, the ‘Forum žena Prijepolja’ organisation and its media are celebrating their 25th anniversary with a promising future, equipped with advanced technology and with a stronger team.
The ‘Forum žena Prijepolja’ organisation