LSM unifies youth content under one brand from October 6

Latvia’s public media will bring its youth content together under the LSM Jaunieši brand from October 6, LSM reports. The move is part of efforts to develop a unified digital content environment.

The brand will target young people aged 13 to 24 with educational, trustworthy, entertaining and high-quality content in Latvian, primarily on digital platforms. The youth content editorial team has nine members.

LSM Jaunieši will bring together content previously offered under several brands: Latvian Radio’s Pieci.lv, aimed mainly at people aged 15 to 25, and Latvian Television’s +Audzis, for ages 9 to 14, and 16+, for ages 15 to 25. A unified youth content editorial team has been operating at the public media organisation since January.

The new brand will also give young people opportunities to help create content, take part in idea competitions and gain introductory media skills. The editorial team says its content will aim to strengthen young people’s sense of belonging to Latvia and support an open, inclusive and democratic society.

Editorial team head Patrīcija Gustavsone said young people increasingly focus on the content itself rather than the channel or account that publishes it. A single brand, she said, will help the team reach young audiences more directly and offer material suited to their needs and digital media habits.