Content with identity: Artmotion Kosovo's plan

Alaudin Hamiti, Artmotion's Content Director, sat down with us to share the company's strategic vision for 2025, a vision shaped by challenges such as piracy, the rise of streaming platforms and changing viewer habits.

Artmotion's programming strategy for 2025 focuses on high-impact, cost-effective content tailored to the needs of the Kosovo market. We focus on delivering content that appeals to viewers, but also has strong rights protection. Given the current challenges of piracy and content fragmentation, exclusivity and local relevance are key,' explains Hamiti.

This mix includes a strong emphasis on live sports, reality TV formats, local productions and popular movies, all created to deepen viewer engagement and foster loyalty to the platform. Artmotion is clearly positioning itself not only as a content provider, but as a brand that audiences can trust.

In a competitive and often volatile content landscape, Hamiti stresses the importance of making rigorous decisions when making acquisitions. We always weigh profitability against expected audience reach and advertising potential. But security of rights and exclusivity are equally crucial. These elements help us differentiate ourselves in a saturated media market,' he says. This pragmatic but forward-looking approach ensures that each acquisition contributes not only to short-term ratings, but also to long-term brand value.

Asked about current content trends in Kosovo, Hamiti points to clear favourites. ‘Sports rights, especially football, both international and regional, continue to be a big draw,' he says. Reality TV formats, such as Big Brother, also dominate, appealing to broad demographics and attracting a lot of interest. These genres continue to register high ratings and are the cornerstones of Artmotion's offering.

Hamiti carefully evaluates potential acquisitions. We combine regional market analysis, benchmarks from similar territories and our internal data, including feedback from our programming and distribution teams. But perhaps most importantly, we assess cultural fit. ‘Content must resonate with the Kosovo audience, that's non-negotiable,' he says. ‘This holistic evaluation process highlights a deep understanding of audience behaviour and the importance of local context in content strategy’.

The rise of global streaming platforms has added new layers of complexity to the acquisition market, and Hamiti is well aware of the changes ahead. ‘Traditional TV remains fundamental in Kosovo, but we cannot ignore the pressure to evolve. Exclusivity is more critical than ever, and hybrid rights deals - encompassing both TV and digital - are becoming the new norm,' he says. 

By adopting this hybrid model and prioritising exclusive content, Artmotion is adapting its acquisition strategy to remain relevant and competitive in a rapidly evolving digital landscape.

 

FF