Nevena Madžarević, editor and host of the morning show on TV Nova in Serbia, became the first United Media fellow at Oxford. Her research, titled “Becoming Bilingual: Strategies for Adapting TV News Content for Social Video Audiences”, was published on the website of the Reuters Institute, underscoring its relevance for global media professionals navigating the digital shift.

The main goal of her six-month research fellowship at Oxford was to explore how TV journalists can effectively adapt traditional broadcast news content for social media platforms—extending the reach of journalism beyond the confines of linear television.

Drawing on her experience as editor-in-chief and host of the Serbian morning show Wake Up (Probudi se), and considering the restricted distribution of independent media in Serbia, Madžarević focused on understanding the key differences between the “logic of television” and the “logic of social platforms.”

Through interviews with leading international newsrooms (including the BBC, Sky, Globo, ABC, and others), as well as an analysis of industry trends, she identified practical strategies for this transformation.

Ultimately, the project argues that TV journalists must become “bilingual”—fluent in both traditional broadcast formats and digital-first storytelling—if they are to remain relevant and connect with younger, digitally native audiences. Madžarević concludes that success in this evolving media environment will depend on newsroom leadership’s willingness to embrace change and empower their teams to continuously adapt.