A leading media company in Montenegro, which operates the most visited news website and the most influential TV station, in February launched an innovative app that enables Montenegrin citizens to report local issues, share news, and engage in interactive journalism.

Called Vijesti Megaphon, the app enables citizens of Montenegro to quickly and easily report issues in their local communities, share information, and participate in news creation. Developed by an international tech company which already offers such a platform for other publishers around the world, this app represents a first step forward in interactive journalism not only in Montenegro, but in the Balkan region.

Through a simple interface, users can submit text reports, photos, and videos covering topics such as communal issues, human rights violations, corruption, environmental incidents, and other important social matters. The Vijesti editorial team then verifies and processes the submitted information, ensuring that citizens' voices are heard and that problems are brought into public discourse.

The media company also announced that the citizens will have the opportunity to communicate directly with journalists and be part of the news-making process.

Marijana Kadic Bojanic, Vijesti company CEO, told The Fix that following the latest global television trends, they came up with the idea to “refresh” the program, which is the most-watched in Montenegro, by introducing new content for our audience.

“The audience seeks interactivity – they want their opinions and voices to be heard on a reputable media platform like ours,” she says.

Strong user engagement and privacy commitment

The Megaphone.tv application, a global mobile platform aimed to “deliver the latest news and facilitate user engagement,” is available both on Apple and on the Google Play Store. The app offers features such as reading up-to-date news, commenting, sharing on social networks, and allowing users to submit their own news reports.

In the case of Vijesti news company, using the global platform, a local app is developed only for the Montenegrin audience.

*Montenegrin citizens voice their concerns about the town of Danilovgrad's biggest challenges through the Vijesti Megaphone app*

As of March 2025 the app had over 100,000 downloads and approximately 3,310 reviews (for context, Montenegro is a country with around 600,000 population).

The interactive platform provides real-time polls, social media integration, and interactive advertising to enhance viewer participation. Revenue is generated through subscription-based licensing fees, tiered pricing for advanced features, and custom integrations for major media clients but in Montenegro, most of these revenue opportunities are yet to be implemented.

The Montenegrin company explained that the idea behind the business model focuses on increasing viewer retention, monetisation through interactivity, and providing it with analytics to optimise content engagement and advertising strategies.

Vijesti news company declined to reveal details about the budget and costs of launching the app in Montenegro, as well as the amount of resources invested, citing the business policy.

But it explained that the platform in the next phase could generate revenue through sponsored interactive content, where brands pay for in-show engagement like live polls or quizzes.

Citizen journalism gives shield against misinformation

Many researches emphasise the importance of citizen engagement in journalism in a turbulent Balkan region exposed to foreign influences, weak democracy and rule of law. Local experts agree that investing and expanding citizen engagement journalism is crucial for strengthening democracy and ensuring transparency. With traditional media facing financial and political pressures, citizen journalism could be a vital supplement, bringing grassroots perspectives to public attention.

Moreover, citizen engagement in journalism encourages institutional accountability and that is what Vijesti company is hoping for. When authorities know that citizens are actively reporting on issues, they are more likely to respond and address concerns.

This engaging model Vijesti oped for also combats misinformation by providing verified, firsthand reports from those directly affected by events. In a media landscape in Montenegro where trust in institutions is often low, citizen involvement strengthens public confidence in journalism.

”We have received overwhelming approval from viewers, which has encouraged us to continue offering such opportunities for audience participation in our program,” Kadic Bojanic said.

For now, the app mostly offers surveys and opinion polls for Vijesti’s audience with the current most relevant topics in the society, from political crises to security, burning economy and prices increase topics. The app can be also accessed without downloading and with a code that is put on a screen during the most viewed Vijesti’s tv shows in prime time but also on its website.

“At this stage, although we are just at the beginning, the average number of people participating in the polls and surveys through the Megaphone app is 8-11 per cent of the recorded viewership,” Bojanic added.

For example, a recent survey offered to citizens questioned the justification of numerous official trips by Montenegrin officials. Another segment explored whether consumers have experienced lower prices in stores, reflecting on the current economic climate. The engaging app also offered a debate about Montenegro’s territorial disputes with neighboring countries or key political developments.

In all three cases, thousands of Montenegrin citizens accessed the app to share their opinions.

“This is a very important way to engage our audience to think more deeply about topics of public interest and to understand why they are important for their daily lives. Additionally, our motivation is to attract as many viewers as possible to our program, thereby increasing viewership,” Kadic Bojanic said.

“All in all, the Megaphone application has so far proven to be an interesting innovation that has significantly refreshed our programming content,” Kadic Bojanic concluded.

Source of the cover photo: Mufid Majnun via Unsplash

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Vijesti Megaphon

Innovative app gives citizen journalism a voice in Montenegro

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