“The Western Balkans Postcards” is the first digital‑first project of Radio Belgrade. The project is aimed at young people in Serbia and across the Western Balkans region.

The video content will premiere on the social media platforms Facebook, Instagram, and TikTok of RTS Zvuk. RTS Zvuk is a free Radio Belgrade application that offers live streams of all Radio Belgrade programmes. It is designed for a younger target audience and focuses on content related to music, culture, art, and various interesting topics. RTS Zvuk’s social media profiles follow radio programming but also produce original content independently, with the goal of promoting and strengthening the RTS Zvuk brand.

The second platform for the “Postcards from the Western Balkans” content is YouTube.

The third platform consists of radio and television, as traditional media.

All content was produced in two formats: 16:9 for YouTube and television, and 9:16 for social media.

The project covers Serbia, Bosnia and Herzegovina, Montenegro, Kosovo*[1], North Macedonia, and Albania. Filming took place in capital cities, tourist destinations, and visually attractive locations, in search of beauty. We sought beauty in people, cities, landscapes, historical sites, museums, churches, mosques and synagogues, architecture, murals, music, and food.

The beauty of the Western Balkans was transformed into short video formats that are thematic, warm, and positive. The narrators are the very people we spoke with during our long journey across the Western Balkans. The filming locations are listed in the descriptions of the video clips.

The Radio Belgrade employees who worked on this project are young, creative professionals—from camera operators, editors, and producers. They planned the travel routes, selected filming locations and interviewees, and for many of them, it was their first time visiting some of these places.

The equipment for the “Postcards from the Western Balkans” project was purchased using funds within the Innovation. Media. Minds Programme, while travel costs across the Western Balkans were covered by RTS. We expect a high number of views, strong interaction with RTS Zvuk followers, and, of course, new followers.

The entire project was demanding in terms of planning and implementation, but also highly creative and enjoyable. Video is neither the primary nor the most important format in radio, which made this project a special challenge.

We believe that everyone who watches the content we produced will feel the positive energy that accompanied the project and will enjoy it just as much as those who worked on it.

Funded by the European Union, the Innovation. Media. Minds.: Support to the Public Service Journalism in the Western Balkans Program, is managed by the Goethe-Institut on behalf of the European Commission and in collaboration with its implementing partner DW Akademie.

[1] * This designation is without prejudice to positions on status and is in line with UNSCR 1244/1999.