Making our own contribution to better media in the region

Lenart J. Kučič, journalist at Slovenian daily Delo, in an interview for SEE Media Observatory, talks about importance of individual and generational contributions to quality media and about adapting media content to younger audiences. Here is what he said:

I like to remind myself of a very old wisdom of Carl Sagan, the famous scientist who said that each generation has to fight for the "right for a round Earth". This means that battles aren’t just won and now the information exists - that only is not the puprose of our work (...). The question is if I individually (...) think it's useful and whether I want to contribute, for for example to better media in the region. This is the basic question. And if it does not have much sense or effect, it is unfortunately a part of life, but it does not diminish my duty, as someone who works in the media, who loves the media and this profession, to do what is humanly possible to improve the situation, to demonstrate better practices and to show that it's not all desperate and that despite everything (...)there are still a lot of smart people who want, love and support good content.
The old gentleman who introduced the audience research for the BBC around 10 years ago said that in the old days the BBC was not interested in the teen population. BBC made very good programs for children and adults, but if you were a normal teenager in England, you would not watch BBC, but you (...) had other media, other culture, you did not follow the same content as your parents. But when you start to live the real life, for example when you are interested in college, or how to pay a rent and so on, you will begin to follow the BBC. The explanation of this researcher was that the main problem is that this youth period is extending until 35th year, or even further. This period when youth is not interested in serious topics is now so prolonged that it represents a real problem for high-quality media. I think that's the part of the answer. The young people are as they are, but the question is when the society is sending the message to the young people that they are now making decision about their lives, and that their decision can be better or worse, depending on what they read, what they're doing, what they want to know. That means that if the message is clear that the high-quality media can change their lives for the better, there is a great chance that youth is going to follow them.

Note: the video interview is in local language.