THE NATIONAL UNION OF
JOURNALISTS OF UKRAINE
About a third of the Ukrainian media, unfortunately, did not survive the trials that the full-scale russian-Ukrainian war created for them, and those that are still working are forced to survive. However, in the west of the country, there are examples able to totally eliminate this pessimistic narrative. There are media companies that not only survived the war and economic crisis but are also trying to develop. They open new studios, launch innovative projects, and expand their audience. How do they do it? And can their strategies become a reference for other regional media?
Panorama (Mukachevo): from a newspaper to a multimedia platform
“Before the start of the war, each of our employees gave 100% of their efforts to work; now it is 120%,” says Ivan Harahonych, the head of the Panorama media group from Mukachevo.
The company, which started its activity as a newspaper back in 1945, is today a full-fledged multimedia platform. It publishes two printed newspapers and maintains the website and social networks. Panorama pays special attention to digitization. In particular, the company launched the updated information resource PMG.ua, which became the central platform for all media products of the group.
“In August, we showed the largest audience during the site’s existence – the resource was visited by almost 800,000 people per day,” Ivan Harahonych proudly notes.
Panorama is a vivid example of how local publications are trying to adapt to the challenges of the times: to work more, change topics, and diversify sources of financial income.
“Previously, the main source of income was partner publications, native, teaser, and Google advertising,” says Ivan Harahonych. “Currently, most advertisers are trying to save money. Even during the pandemic, the local advertising market was very weak. Then it only got worse. When the country is in a difficult situation, the first thing businesses start saving on is advertising. Another challenge is the constant change of Google’s algorithms, which greatly hinders the promotion of advertising.”
After the start of the full-scale war, Panorama began to pay more attention to grant projects. However, according to Ivan Harahonych, currently, grant funds account for 20-25% of the media holding’s income – not so much because most donors prefer to help front-line media.
“We are trying to actively and comprehensively develop simultaneously in several directions,” says the head of Panorama. “For example, we participate in European media projects dedicated to internally displaced persons or relocated businesses. We are participating in the EPIC project (Expanding Production of Independent Content) from Internews – we are preparing six videos about businesses relocated from other parts of Ukraine.”
The company employs four full-time employees; freelancers are also involved. In total, there are eight people on the team. Their salary is slightly higher than the industry average.
Despite economic difficulties, Panorama continues to invest in development. Thanks to the support of partners and donors, the company, already during the war, updated its website and opened a newly-equipped newsroom. This made it possible not only to improve the quality of content but also to create better conditions for the work of journalists. The stable operation of the newsroom is ensured by an electric current generator, which was provided to Panorama by the National Union of Journalists of Ukraine (NUJU) and its foreign partners.
RAI (Ivano-Frankivsk): from a local radio station to a regional media holding
“At this time, in order to become competitive, you have to work a lot, look for specialists – now there are big problems with journalistic teams, with presenters,” says the head of the RAI television and radio company, Andrii Rusyniak in a comment to the NUJU.
The RAI television and radio company, founded in 1992, demonstrates how consistent development can transform a local radio station into an influential regional media holding with radio and television broadcasting. In total, RAI structures currently employ about 40 people.
“We started with a small radio station in the city of Burshtyn, and today we cover almost the entire Ivano-Frankivsk Region,” says Andrii Ivanovych.
According to him, the company gradually expanded its network, obtaining broadcasting licenses in various cities of the region.
“I understood that it is necessary to expand the territory of broadcasting because when you work only in a small city, there is little economic profit, and it is difficult to develop,” says Andrii Rusyniak. “When we received a broadcasting license in Ivano-Frankivsk itself, it gave a new stimulus for our development. Suppose a radio station covers at least one area. In that case, it receives a fairly large audience, many supporters, and advertising funds and becomes competitive.
RAI does not stop there. Recently, the company opened a new modern studio in Ivano-Frankivsk, which made it possible to improve the quality of content and expand the possibilities for creating new formats.
“We created a new studio and completely updated the technical base. It took us about two years, but the new premises in the regional center gave us the opportunity to work in a new way, using modern technologies,” notes Andrii Rusyniak.
At the same time, as the head of the company emphasizes, it is difficult to talk about any great success in current conditions. Advertisers mostly save money, trying to ensure, first of all, salary and development, sometimes forgetting that advertising ensures more profit.
“But this is already our philosophy. I worked for some time on the radio in the United States – there, the approach is different, they do not save money on advertising. But step by step, we still attract businesses that can be advertised,” notes Andrii Rusyniak. “We also cooperate with local self-government bodies that report to communities on their work. In our opinion, this is very important. It is a pity that the state does not require at the legislative level to make such reports.”
However, as of today, it is difficult to maintain a large team and provide television and radio broadcasting at own expense. Therefore, it is necessary to attract funds from donors. In particular, already broadcasting from Ivano-Frankivsk, RAI got into one of the projects of the Institute for Regional Media and Information (IRMI), which significantly helped the company with the purchase of professional equipment. In general, grant funds in the company’s revenue structure reach 40% and sometimes 50%.
As the head of RAI notes, these are not the best times for radio in Ukraine at the moment because the whole country is at war, and in the 21st century, radio is still more of a recreation, entertainment type of media. But RAI is trying to adapt to this situation.
“Now the radio is no longer what it was in peacetime,” says the head of RAI.
RAI is currently paying particular attention to the development of television. The company has its own TV channel, which is broadcast on the T2 network, all cable networks of the region, on MEGOGO, and CTV platforms.
“The combination of television and radio broadcasting slightly reduces the burden on the news service because it can produce its releases for both television and radio at the same time. Our total audience is 700,000-800,000 viewers. Our goal is to make the TV channel completely live so that the news is broadcast live from 19:00 to 22:00-23:00,” the head of RAI shares the plans.
Radio Halychyna (Lviv): adaptation to new realities
“We switched from entertainment content to a more informative format, created a digital department, launched a YouTube channel,” says the director of Radio Halychyna from Lviv, Olha Kohut. According to her, these changes allowed not only to preserve the audience but also to attract new listeners and viewers.
Radio Halychyna, which speaks Lviv, Ternopil, Volyn, and Rivne Regions, is an example of how traditional radio can quite successfully adapt to the challenges of the digital age and difficult economic conditions. Radio Halychyna pays special attention to working with advertisers.
“We try to be partners for businesses, to help them earn, and not just take money for advertising,” explains the head of the radio company.
She recalls that on February 24, 2022, all advertisers who had agreements with Radio Halychyna simultaneously removed all their advertisements. And then, the editors came up with the project called Svii Do Svoho Po Svoye, which gave businesses the opportunity to remind themselves about themselves free of charge. Many people then took advantage of this offer and… about half remained with Radio Halychyna on a commercial basis.
“Now, they are our regular customers,” says Olha Kohut.
At the same time, the director admits that the west of Ukraine still has better conditions than the rest of the country. Many businesses that currently need “promoting” have moved here.
At the beginning of the war, the editors were faced with a choice – either to switch to the rebroadcast of the Yedyni Novyny marathon (at the same time, the team of about 30 people was disbanded) or to work “on a volunteer basis” for a certain time. The team decided that the information front was also important. For several months, most of the employees continued to work – without pay. Moreover, several presenters who had quit before that started coming to help.
“We have preserved the team. And at the same time, they began to look for a new vector – information broadcasting, including on YouTube. Now, our channel is monetized, and we have, albeit small, but stable monthly income,” says Olha Kohut.
At the same time, in the income structure of Radio Halychyna, grants also play an important role.
“They allow you to “earn more” and have a certain stability,” the director notes. “But we are still dominated by advertising – the ratio is about 25% by 75%.”
Despite economic difficulties, Radio Halychyna continues to invest in development. The company recently moved to a new office and opened a modern newsroom.
“This was an investment by the new owner, which allowed us to reach a new level,” the director notes.
“We need systemic support from the state and international partners”
The NUJU plays an important role in supporting regional media. According to representatives of all three companies, not only does the NUJU provide informational and organizational support, but it also helps in the implementation of specific projects.
“Thanks to the support of the NUJU its President Sergiy Tomilenko, we were able to implement several important projects,” says Andrii Rusyniak from RAI. In particular, with the support of the Union, the company implements the Power of Words project – a series of social and political programs.
The NUJU also recommends successful regional media for support to international partners. In particular, all three newsrooms, with the support of the Ukrainian Media Foundation and the German Marshall Fund of the United States, are implementing projects in their publications, that allow communication in communities to be established, to find out problematic issues and involve the local community in their solving.
“We are grateful to the Union for drawing the attention of donors to regional media that demonstrate a responsible approach to business and high-quality journalism,” says Ivan Harahonych from Panorama.
However, according to the leaders of regional media organizations, they need systemic support from the state and international partners. According to Andrii Rusinyak, without such support, it will be difficult for many regional media to survive in the coming years.
“Local self-government bodies must understand the importance of communication with the community through professional media,” Olha Kohut notes. “This would help media organizations to get stable financial support.”
The NUJU media expert Iryna Khromenko also speaks about the need and effectiveness of systemic and long-term media support.
“Monitoring of the economic sustainability of the media showed that editorial offices that have received long-term financial support with mentoring support and a training program in the last two years have development plans for at least the next six months, look at their media as a business model, and even sit down to write development strategies. They study the needs of the audience and try to create a product that will meet the needs of the information consumer and the interests of communities.”
Instead, as Iryna Khromenko notes, media that have short-term grant support (mostly content projects) set themselves the task of finding another short-term grant that would cover at least the costs of salaries or newspaper printing.
“Such a pursuit of grants is exhausting. This is not about development. Many editors, especially hyperlocal media, say: if we do not find funding, we will close. Some close only printed versions of publications and switch to digital platforms. But the lack of monetization of information resources in small communities once again presents the media with the task, not of development, but of survival, the expert emphasizes.”
In her opinion, any successful media experience in Ukraine is interesting; regional media should study it and take it as an example. “After all, today, a donor wants to help someone who sees a future,” adds Iryna Khromenko.
“The successful work of independent media projects, such as Panorama, RAI, and Radio Halychyna, is a good example of the fact that joint teamwork and efforts to develop and realize oneself in the media can be successful,” the President of the NUJU, Sergiy Tomilenko, is convinced. “International solidarity and international support are important here, but the key is the internal stability of the team. And this internal stability is present in the teams of these publications.”
The NUJU will continue to support such initiatives and promote the development of responsible media business in the regions. After all, strong and independent regional media are the key to the development of democracy and civil society in Ukraine.
NUJU Information Service
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