"Struggling to cope with structural societal changes, digitalized news production, and the modified habits of fragmented media publics, public service broadcasters are expected to redefine the logic of their operations in order to regain the trust of citizens and engage them. This paper looks at how public service broadcasters in seven countries of the Western Balkans have embraced new approaches, technologies, and online channels to foster interaction with their audiences. This includes the analysis of their structures, the popularity of offline programmes, and the use of online channels to reach the public, on the basis of evidence, experiences and specific findings collected during the period 2014-2016, as part of the project implemented by the University of Fribourg (Switzerland) and the Centre for Social Research Analitika (Sarajevo, Bosnia-Herzegovina)." (Abstract)