This master’s thesis examines the role and significance of radio stations with special-status designation in media branding processes within the Slovenian media landscape. It is grounded in the premise that such a status is not merely a formal classification but serves as a key framework enabling radio stations to offer diverse and high-quality news services in local environments. The theoretical section draws on Aaker’s and Keller’s branding models, emphasizing the multi-dimensionality of a brand and the importance of conveying consistent messages across all touchpoints with the audience. Alongside broader concepts of media branding, the research analyzes the distinctive features of local radio stations, including content orientation, listener engagement, and the challenges posed by digital transformation. The empirical part focuses on two Slovenian radio stations—Radio Rogla and Radio Celje— featuring semi-structured interviews with their chief editors and a thematic analysis of the collected data. The findings demonstrate how editorial teams and management harmonize journalistic responsibilities with market-driven expectations while fulfilling legally mandated quotas for local programming. Results further reveal that special-status designation positively influences regional identity, fosters innovative programming formats, and reinforces audience loyalty. The conclusion underscores that successful branding hinges on balancing public- interest duties with modern media practices, which is essential for the long-term competitiveness of local and regional radio stations in the digital era.
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