LSM to introduce new content-space model on social media

Latvia's public media organization LSM has begun a gradual shift in how it presents itself on social media. The goal of the change is to make it easier for audiences to find and follow the specific type of content that interests them most.

What content spaces are

The new approach is built around so-called content spaces — separate content brands designed around a particular topic area and the needs of a specific target audience. In practice, this means LSM's social media accounts will no longer follow a single, general format, but will instead be organized by area of interest, letting different audience segments choose the content stream most relevant to them.

A gradual rollout

LSM has stressed that the new social media architecture is not being introduced all at once but step by step. The first of the new content brands, LSM Izklaide (LSM Entertainment), is set to go live this week, marking the actual start of the rollout.

LSM has not yet disclosed how many content spaces are ultimately planned or what the full implementation timeline will look like. Even so, this first step signals that Latvia's public broadcaster is adapting its digital presence to better match the varied habits and interests of its audiences on social media.