The 'Innovation. Media. Minds. (IMM)' programme supports public service broadcasters in the Western Balkans in improving content quality, modernising workflows, and strengthening audience engagement. The IMM helps public service media (PSM) to better serve their audiences by enhancing management practices, internal structures, and adapting to a changing digital landscape.

A central goal is to promote independent, high-quality journalism that reflects the needs of diverse communities.
Media professionals – from journalists and editors to technical staff – benefit from targeted training, grants, and opportunities for regional collaboration. Special focus is placed on empowering young journalists, trainers, and content creators to foster innovation and uphold professional standards.

Through strategic investments in capacity-building, the programme supports initiatives that increase relevance, accessibility, and public trust in media content. Cross-border cooperation and co-productions are actively encouraged to strengthen ties among broadcasters and promote shared learning.

By offering funding, training, and networking, the IMM is helping to build a more resilient, inclusive, and forward-looking public media landscape in the region.

The 'Innovation. Media. Minds.' programme aims to support public service media in the Western Balkans so they can better connect with their audiences, adapt to the digital age, and lead with trusted, high-quality journalism. By investing in people, ideas, and collaboration, the programme is helping shape a more vibrant and resilient media landscape in the region.

The specific objectives are:

• Improve the quality and relevance of content produced by public service media.
• Create space for creativity, innovation, and regional cooperation among broadcasters.
• Support the modernisation of public service media management and function.
• Develop media professionals' skills —especially young journalists, trainers, and editors.
• Help public broadcasters stay strong, independent, and committed to ethical journalism.

By the end of the programme, public service media across the Western Balkans are expected to show:

• Stronger management skills and more efficient internal workflows.
• Improved editorial structures and modernised production processes.
• Higher-quality programming that better serves public interest.
• Enhanced media professionals' skills, especially young journalists and trainers.
• Increased use of innovative tools and techniques in journalism.
• Greater audience involvement in content creation and feedback.
• A new generation of multipliers who champion quality journalism.
• Stronger ethical and professional standards across public broadcasters.
• Expanded cooperation between public service media in the region.
• More cross-border co-productions and shared media projects.
• A stronger, more connected public media network in the Western Balkans