Serbia Strengthening Media Systems Activity FY 2021 Quarter 3 Report: 1 April – 30 June 2021

The project, which began on September 27, 2017, has a total estimated cost of $6,493,591. The geographic focus of the project is Serbia, and its objectives are to support the development of a more enabling legal, regulatory, and market environment for media in Serbia, and to support the development of financial sustainability, innovation, and partnerships in the Serbian media sector. During the reporting period of April to June 2021, SMS continued to support partners in redesigning and implementing their websites and e-Payment modalities. The Independent Journalists' Association of Serbia (NUNS) and City Smart Club launched new, redesigned, more user-friendly websites. As a result, NUNS members will now be able to pay their membership fees directly on the website, while City Smart Club increased its reach by 237% with less than six months of SMS support. SMS Sustainability Hubs made significant progress in their project implementation, becoming credible and relevant resources to Serbia's media and podcast communities. Representatives from the Independent Journalists' Association of Vojvodina (NDNV) participated in the 2021 Deutsche Welle Global Media Forum as a resource for online fundraising in the Balkans media sector, and Impact Hub's partners began monetizing their podcasts. SMS adapted its approach to the Aggregated Ad Sales initiative and partnered with Content Insights-SmartOcto to develop an offer based on sophisticated web metrics. SMS also awarded performance-based grants to three partners within its Small Anchor Initiative. Finally, SMS developed and started organizing its second Media Jam initiative, which will be focused on developing ideas for sustainable local and hyper-local digital media platforms that serve citizens' needs for relevant, timely information. The project's Sustainability Hubs continued to implement activities aimed at improving the sustainability prospects of independent, online media, and podcasts in Serbia. NDNV and Impact Hub are now recognized as credible and relevant resources by community media and the podcast community. The Aggregated Ad Sales initiative adapted its approach and partnered with Content Insights/SmartOcto to develop an offer based on web metrics to enable market entry for SMS media partners. The project also established cooperation with Motorola, the well-known communications brand, for the planned Media Jam activity. In terms of direct support to media transformation, SMS closed grants with NUNS and City Smart Club, and awarded grants to three partners in the Small Anchors Initiative. These grants are aimed at improving the overall operations and business management of small to medium-sized media outlets through technical assistance in critical areas driving growth. SMS also supported partner media outlets in implementing e-Payment solutions for their websites. The project's visibility increased during the reporting period, with SMS being featured in an interview with Južne Vesti and in the City Smart podcast. The project's management and operations also continued to progress, with SMS being granted a non-cost extension until February 2022.