Multiplatform Strategies of Public Service Broadcasters: An Exploratory Comparative Analysis of North Macedonia, Montenegro and Kosovo

Aleksandar Manasiev

Abstract

This paper analyses how three public service broadcasters in the Western Balkans integrate social media into their digital strategies: Macedonian Radio Television (MRT), Radio and Television of Montenegro (RTCG) and Radio Television of Kosovo (RTK). Through a brief institutional overview of each of the three broadcasters and an analysis of their official social media posts in the period from 8 to 12 June 2026, the study examines posting frequency, choice of formats and the extent to which content is adapted to the logic of each platform. The weekend was excluded from the analysis to avoid possible distortion of the results caused by the usually reduced volume of editorial activity on non-working days. The findings show significant differences in the way the analysed public service broadcasters use digital platforms. MRT has virtually no active official presence on the social networks covered. RTCG clearly adapts its content for Instagram and TikTok, while it mostly uses Facebook as a distribution channel. RTK, for its part, has the highest volume of posts on Facebook and shows pronounced, though not always consistent, efforts to adapt content for Instagram and TikTok. The paper indicates that the mere existence of social media profiles is not sufficient for public service media. Genuine digital transformation requires adapted formats, a clear editorial plan and a serious commitment to reaching audiences who increasingly rarely get their information from traditional television.

Keywords: public service media; Western Balkans; digital transformation; social media strategy; platform adaptation