City television is at the very bottom in terms of viewership, said European Union councilor in the Capital City Assembly Miloš Mašković, assessing the decision to rebrand into RTV Podgorica and the potential results of that decision as questionable.
"In August, the City RTV was among the least watched television stations in Montenegro. According to official data from operators Telekom and Mtel, the average viewership of this television station was only 0.56% and 1.02%, which is a result that places it at the very bottom of the list of broadcasters for which there is available data. Despite this, the management of this television station decided to rebrand it into RTV Podgorica, presenting it as a step towards raising professional standards. However, citizens rightly ask how a name change can solve the chronic problem of low viewership and audience distrust?", asked Mašković in a post on the social network Iks.
For comparison, the European Union councilor cited the example of RTV Nikšić, which, as he said, comes from a city with almost three times fewer inhabitants than Podgorica, but achieves almost twice as many viewers.
"This clearly shows that the size of the city is not an excuse for such poor results, but rather that it is a matter of viewers' lack of trust in the program offering. That is why I have sent councilor questions to the management of RTV Podgorica and the Capital City, so that the public can finally see how much money was spent on rebranding and celebrating five years of existence. The citizens of Podgorica have the right to know whether their money is being spent on essential changes or on expensive marketing experiments without results," concluded Mašković.
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