Between commerce and mission: the case of TRUSO.TV, a local television station

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Topics covered by local media will always have their own audience. One of the advantages of local media is the ability to create content specifically formatted for Internet users (e.g., live broadcasts or video content). It can be assumed that both the value and quality of the presented information depend on the journalistic skill level of the local editorial team. The way new media are handled reflects the state of traditional media. Those with an established reputation that has been built over years of fulfilling a social mission do not need to fear new technologies but should instead view them as an addition and a way to build credibility and trust among new viewers.New media allow local stations to engage audiences in local community affairs, providing diverse content (cultural, educational, sports and entertainment programmes) that responds to a wide range of audience interests. This is evident in the case of TRUSO.TV, which produces a variety of content formats. Local television stations require constant funding, typically supported by advertisements from local businesses. However, the current media consumption trends may affect the effectiveness of these advertisements.This article has attempted to demonstrate that a local television station with a long-standing tradition does not need to fear losing its audience. Despite the growing importance of new media, local broadcasters play a crucial role in local communication. It should be noted, however, that the conclusions regarding TRUSO.TV cannot be extrapolated to cable television stations in other cities. Elbląg is where television has existed for 30 years, giving it a brand and recognition among its residents, which may facilitate fulfilling its mission.