Zūzena: We Are Not Replacing the History of LR and LTV, but Looking for a Way to Continue It

LSM board chairperson Baiba Zūzena met with employees of the Latvian Public Media (LSM) today to discuss the planned rebranding. The originally scheduled one-and-a-half-hour meeting extended by 40 minutes due to numerous questions from staff. The discussion was moderated by Baiba Zāmuele, who was paid €215 plus VAT for her work.

In her presentation, Zūzena stated that LSM is not replacing the historical legacy of LR and LTV but is looking for a way to continue it. She noted that many European public broadcasters are undergoing changes as audience habits evolve. The goal is not to abandon existing brands but to make the system clearer and more understandable for the audience.

Zūzena promised that TV channels and radio stations would retain their numbering, and radio programs would keep their identities. The new brand system will be introduced gradually, and during the transition period, LTV and LR may continue to use their current names. She apologized for removing the LTV name from the building but assured that the LR name would remain.

Journalists expressed concerns that the rebranding could lead to a loss of identity. Eduards Liniņš pointed out that the portal “lsm.lv” has been antagonized against LR and LTV, which is a more serious issue than disagreements with management. He also noted that the current situation is fostering solidarity among LR and LTV employees.

The meeting also saw supportive voices, such as HR director Evita Maskeviča, who called on supporters of the change to stand up—more than ten employees did so. However, some journalists criticized this move, emphasizing that objections are about the way changes are being organized, not the changes themselves.

Zūzena agreed to hold another meeting soon to continue the discussion. Earlier, it was reported that LSM signed a €126,997 contract with the agency “Asketic” for the development of the new brand, and more than 200 employees signed a letter opposing the rebranding.