LSM begins rolling out themed social media content spaces

Latvian Public Media is gradually reorganising its social media accounts into themed content spaces, with LSM Izklaide, an entertainment content brand, launching this week, LSM reported on Tuesday.

The new approach is designed to make it easier for people to find and follow the Latvian Public Media content that interests them. Other planned content spaces include LSM Ģimene, focused on families, LSM Ziņas, LSM Sports and LSM Kultūra.

The reorganisation will also include regional content spaces. LSM Latgale has already been introduced, while LSM Kurzeme is planned for the future.

LSM Izklaide will bring together content from LSM projects and entertainment programmes, including “Sirdslietas”, “Es mīlu Tevi, Latvija!” and “Supernova”. The identities of the individual projects will remain, while LSM Izklaide will use light purple as its digital recognition colour.

The remaining content spaces will be added gradually over the coming months. Each will be introduced in cooperation with the relevant teams, while existing social media accounts will be adapted to the new approach. The transition to the new system is expected to be completed by the beginning of 2027.

Jurita Krūma, head of LSM’s Multimedia Content Department, said the changes would make its content more visible and easier to find in the digital environment.

“Competition for the audience’s attention is growing every day. We are competing not only with Latvian brands, but also with brands from around the world,” Krūma said. “To reach our listeners, viewers and readers more purposefully, we will distribute content on social media through thematic blocks, which we call content spaces.”

She said the approach would help audiences find Latvian Public Media content more quickly and easily, while strengthening the LSM brand on platforms where people spend much of their time.