EBU: BNR Traffic+ is an example of successful digital transformation

“BNR Traffic+ is a great example of putting audiences first - an approach that can help secure the future of public-service media.”

That is what Jonathan Paterson, a consultant with the Strategic Transformation Unit of the European Broadcasting Union (EBU), wrote on LinkedIn following a recent visit to the Bulgarian National Radio (BNR), Bulgaria’s most trusted public media organization.

According to Paterson, BNR Traffic+ is an example of successful public-service media transformation and of creating a digital service that meets a genuine audience need.

Paterson, who spent many years as Head of Video Content at BBC News, described road safety as a serious issue, noting that Bulgaria is among the EU member states with the highest road-accident mortality rates per capita.

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He said that, in just three weeks, a small team led by Diana Kostova, Editor-in-Chief of BNR’s Digital Programs Directorate, developed and launched BNR Traffic+. The specialized digital channel provides listeners with updates on road conditions every 15 minutes, accompanied by music designed to help drivers stay alert, as well as personal stories and messages reminding them of what matters most on the road.

According to the EBU, the traffic information - based on data from government institutions such as the Interior Ministry and the Road Infrastructure Agency, Google Maps data, and real-time reports from listeners themselves - makes BNR Traffic+ a genuine public-service resource for Bulgarian drivers.

Paterson concluded that audience data clearly shows the service is already reaching its intended audience.

The figures are striking: unique visitors to BNR Traffic+ increased from 5,583 in May to 10,944 in June and 14,765 in July. That represents a 2.6-fold increase in audience size in just two and a half months.

Usage has also grown in terms of page reloads, rising from 7,583 in May to 14,205 in June and 17,965 in July.

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The success of BNR’s digital service has also led to the expansion of traffic coverage across the public broadcaster’s regional network. Since August 10, Radio Sofia, Radio Plovdiv, Radio Stara Zagora, Radio Kardzhali, Radio Shumen and Radio Vidin have been providing up-to-date road traffic information based on the BNR Traffic+ model every weekday from 6:00 to 7:00 a.m.

This means the information now reaches listeners through both the dedicated digital channel on BNR’s website and mobile app and the public broadcaster’s regional programs.

For the EBU, this is precisely the kind of example that demonstrates how public-service media can build their future - not simply by creating new content, but by addressing people’s real-world needs.

“Finding a positive role in people’s lives is one of the most important things public-service media can do to secure their future. For Bulgarian drivers, BNR is doing exactly that,” Paterson concluded in his post.

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English version: R. Petkova