Our CEO recently shared a perspective on the future of public broadcasting and the critical role multiscreen platforms play in ensuring universal access, cultural preservation, and long-term relevance in the digital era. In his article, he highlights why public broadcasters must embrace a modern OTT ecosystem to fulfill their public mission – and showcases RTCG’s MNE Play as a leading example of successful digital transformation.

Public broadcasters have always played a vital role in society. They are guardians of accurate information, culture, national identity, and democratic values. Their mission goes far beyond entertainment, they provide trusted journalism, educational programming, cultural preservation, and equal access to media for every citizen.

Today, that mission extends to the digital world. As audiences shift from traditional linear TV and radio to smartphones, tablets, and smart TVs, public broadcasters must become fully multiscreen to remain relevant, accessible, and impactful.

Why Multiscreen Public Broadcasting Is Essential

A public broadcaster’s responsibility is to reach all citizens, wherever they are. This means offering seamless access to television and radio across all modern platforms.

1. Universal Access for All Citizens

The public expects live TV, radio streams, and on-demand content on any device. Multiscreen delivery ensures the public mission continues in a digital-first world.

2. Strengthening Cultural Identity and Language

Diaspora communities rely on digital platforms to stay connected to their home country’s culture, news, and language. Public service content available worldwide maintains these ties.

3. Supporting Smaller Broadcasters and Local Voices

Regional TV and radio stations often lack the infrastructure to distribute content globally. A strong national OTT ecosystem gives them visibility and long-term sustainability.

4. Reaching Younger Generations

Young audiences consume news and entertainment on mobile devices. Without a multiscreen strategy, public broadcasters risk losing an entire demographic.

5. Creating New Opportunities for Growth

Multiscreen platforms unlock new possibilities:

• thematic channels,

• radio-on-demand,

• podcast integration,

• event streaming,

• diaspora-oriented premium tiers,

• partnerships with content producers.

RTCG and MNE Play: A Digital Transformation Success Story

Radiotelevizija Crne Gore is one of the regional broadcasters leading this transformation, building a modern, flexible, and globally accessible platform: MNE Play (mneplay.me).

What makes MNE Play special?

A National Platform With a Public Mission

MNE Play is not simply a streaming application. It is a digital ecosystem designed to bring Montenegrin television and radio content to viewers and listeners worldwide.

It offers:

• live TV from RTCG,

• live radio streams,

• support for small local TV and radio broadcasters,

• catch-up TV,

• on-demand programs,

• multiplatform access across all screens.

Empowering Local Media

A key element of the platform’s value is its support for local broadcasters — small TV and radio stations that traditionally lacked the infrastructure for large-scale distribution.

Through MNE Play, these local partners gain:

• access to a national digital platform

• international reach

• equal visibility

• a modern way to preserve and share local culture

This decentralizes the media landscape and empowers communities to maintain their own voice in the digital sphere.

Connecting Montenegro With Its Global Diaspora

For many countries, including Montenegro, the diaspora forms a significant part of the national identity. MNE Play enables Montenegrins abroad to:

• watch national news,

• listen to local radio,

• stay connected with cultural and community content,

• follow developments at home in real time.

This public service benefit is substantial — culturally, socially, and emotionally.

Integrating Eurovision Sport: Elevating the Public Service Offering

Eurovision Sport, part of the European Broadcasting Union (EBU), is one of the most important partners for public broadcasters across Europe. It secures and distributes rights for major European and global sports competitions.

Integrating Eurovision Sport into MNE Play represents a major upgrade for viewers, offering:

• live streams of key International sports events

• highlights and replays

• exclusive interviews and athlete stories

• coverage of both mainstream and Olympic sports

• better representation of Montenegrin athletes in international competitions

Sports drive engagement, especially among younger audiences. By bringing Eurovision Sport into MNE Play, RTCG reinforces the value of its public service mission and significantly enriches the platform.

A Model for the Region and beyond

RTCG’s approach demonstrates how a public broadcaster can successfully transition from a traditional media institution into a modern digital ecosystem.

Through MNE Play (mneplay.me), RTCG shows how to:

• fulfill its cultural and democratic responsibilities,

• deliver TV and radio on every screen,

• support small regional broadcasters,

• create value for the diaspora,

• and enhance programming through international partnerships like Eurovision Sport.

It is a strategy that blends innovation with public service values — a model that many broadcasters in the region, and beyond, can learn from.

Feel free to contact us to learn how we can help your organization build or elevate its multiscreen public broadcasting platform.