Real News for Real People—A New Approach to Journalism in Serbia and the Region
In this interview, Zoran Trifunović, Programme Director of the new cable TV network Newsmax Balkans, outlines his vision for balanced journalism in Serbia. Trifunović discusses the channel’s approach to fostering trust and dialogue in a polarised media environment.
You are the Programme Director of Newsmax Balkans, Serbia’s new cable television station. Could you explain this channel’s unique concept? What new aspects will it bring to Serbia and the region?
NEWSMAX Balkans is primarily a news channel where viewers can expect a different approach to topic selection, precise and accurate information on all major events, and quality analyses and commentary. Our presenters aren’t there just to read the news but to explain it. Together with their guests, they’ll allow viewers to hear diverse perspectives and opinions on every topic—and they may even share their views, all while respecting professional standards.
We often say we respect differing opinions and provide a platform for alternative viewpoints, criticism, or support—expressed with reasoned arguments in a civil, polite, and cultured manner. Our slogan is “Real News for Real People,” which is also the main slogan of our American colleagues. We didn’t adopt it just for that reason; we chose it because it truly reflects what we aim to provide to viewers in Serbia and, in a few months, across the region.
Our goal is to provide a space for two-way communication, where opinions and reactions, information and analysis coexist
We strive to be competent, providing genuinely relevant information and an accurate interpretation of our reality. I believe we will also bring the energy that American journalists have. We saw this firsthand during our visit in April—they pursue their goal uncompromisingly, aiming to get the real story and explain every fact from all angles. Unsurprisingly, they’re the fastest-growing cable network in the US, with an impressive 84% growth from the first quarter of 2023 to the first quarter of this year—far surpassing others. They’re highly pleased with the Serbian team, but we can still learn a lot from them.
What are your vision and expectations for the new cable news channel?
Personally, I believe that news channels that work professionally, are dedicated, and aim for timely reporting have no need to worry about the future. We want to provide a space that online and social media currently lack—a space for two-way communication, a place where you’ll find both opinions and reactions, information and analysis, perspectives and commentary.
I’m aware that social media encroaches on information, creating new communication channels to reach readers and capture as many clicks, posts, and views as possible. We also place great importance and investment in various profiles. But I often say that, rather than clicks or viewership ratings, what matters most is influence—to be quoted, respected, and chosen as the go-to source on viewers’ channel lists. If you show and prove that you are both fast and credible, then you can claim what was one of our slogans in the promotional campaign: “We are your new friends.”
As you know, trust is hard to build but easy to lose, and we must always remember that.
In a world of marked polarisation, where everyone follows the “you’re either with us or against us” mentality, where do you position yourself as a new player on the domestic media scene? Can you find a place in the middle, “neither here nor there,” where the truth most likely resides?
I’m convinced that it’s possible. Over my career, working in various newsrooms, I’ve shown that it can be done. In just ten days at NEWSMAX, we’ve already demonstrated this approach. Analysis shows that a large number of people want to hear both sides, to see a respectful debate for ideas, and to engage in civilised dialogue. They don’t want deception, labelling, or fanaticism.
Why society has reached such polarisation is a topic for more profound analysis. One phrase I often use is, “Tell me something I don’t know.” Instead of acknowledging the state of things, I’d prefer we find ways to reduce divisions and foster an environment where we listen to and learn from each other. I’m convinced that’s the only way for us all to improve.
In times of crisis, teamwork and a skilled, well-coordinated team are essential for delivering high-quality journalism
How can we, as journalists, resist this harsh divide between the “regime” and so-called independent media?
That’s precisely what I emphasised—decency, tolerance, and respect for the other side must be unquestionable principles. Suppose we work this way and allow everyone to express their views. In that case, we’ll reach a point where it’s not unusual for some media outlets to support specific individuals openly, provided they don’t hide behind fake profiles or worn-out phrases. This is not unusual in other parts of the world. Just be transparent and don’t distort the reality we live in. As a colleague once said, “You and I both love Serbia. I just love it differently.” That’s something I respect.
How will Newsmax Balkans cover domestic events? Will there be room for government criticism, and will all sides be heard? For example, will you report on citizen protests against lithium mining?
We have already reported on that and on protests by teachers, nursery staff, and other workers. However, we also included different perspectives, analysing the underlying causes of these issues and including the government’s explanation for insufficient funding to meet the demands. On lithium mining, we allow both sides to explain their arguments for and against. These are serious issues; we cannot afford a one-sided approach, as it leads nowhere. Through dialogue, we can reach the best solutions for our citizens.
Is there media freedom in Serbia today, and how do you respond to the increasing pressure, attacks, and intimidation of journalists by authorities? For example, the physical attack on journalist Vuk Cvijić, the kidnapping of Slavija Info portal editor Ljubomir Stefanović by the BIA, or the arson of journalist Milan Jovanović’s house. Unfortunately, there are many such cases.
In the first episode of SINTEZA, I hosted my colleague Veran Matić to discuss the future of television, journalism, and the situation of journalists in Serbia. Many journalists do their job honestly, often for meager pay, and they must be protected from all forms of coercion and pressure, especially threats and even physical harassment. I was glad to hear that the Permanent Working Group for the Safety of Journalists cooperates strongly with the relevant services, the police, and the prosecutor’s office. Authorities need to understand the role of the media and ensure journalists’ protection, as journalism is a matter of public interest. Journalists are the voice of the people and a check on those who influence the quality of our everyday lives.
You have distinguished yourself professionally during numerous severe crises in Serbian society. What is it like to cover events of such historical significance, like the assassination of Prime Minister Đinđić or the attack on the World Trade Centre in New York?
You realise the importance and weight of such events only after a few days, and sometimes, years later, colleagues reveal specific details to you by chance. Yes, these are moments that test you personally and professionally. You react instinctively, adrenaline giving you extra strength—more so, a will to do the job to the best of your ability. I knew Zoran Đinđić personally; I even spent time with him during his visit to Germany in December 2002, just three months before his assassination. I experienced the attack on New York as an attack on my city, as I had spent a lot of time there during the 1980s working in a different role.
My aviation experience helped me do the job skillfully in such extraordinary circumstances. In these cases, however, teamwork is the most important thing. When you have a good, skilled, experienced, and well-coordinated team across all departments, there’s no doubt you’ll handle the work at the highest level. I can confidently say that NEWSMAX Balkans has assembled a great team. We have a fantastic mix of youth and experience. I know it sounds like a cliché, but it’s true. I didn’t make a mistake in taking on the challenge to return to television and the screen. I might even learn something new from all of them.