News Portal www.lnk.lt Joins Internet Media Association in Lithuania

The Internet Media Association (IŽA) in Lithuania is expanding its influence with the addition of the prominent news portal www.lnk.lt. This move underscores the growing need for a unified voice to represent professional online media interests in the country. IŽA serves as a key advocate for digital media, engaging in legislative processes and addressing critical issues such as copyright protection, media financing, digital economy regulations, and the evolving landscape of artificial intelligence.

Lina Bušinskaitė, chairwoman of IŽA, expressed enthusiasm for LNK's joining, highlighting that the association's expanding membership reflects a shared recognition of the value of collective action. "The growing circle of association members shows that market participants see value in acting together," Bušinskaitė stated. She emphasized that a larger coalition of strong market players will enable more effective representation of the sector's interests and contribute to its sustainable future, especially as online media navigates challenges from copyright to AI.

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We are pleased that LNK, one of Lithuania's best-known and strongest media brands, is joining the association. The consistently growing circle of association members shows that market participants see value in acting together. Today, online media faces many challenges – from copyright protection to artificial intelligence regulation and ensuring a fair competitive environment. The more strong market players gather in the association, the more effectively we can represent the interests of the sector and contribute to creating its sustainable future.

This integration aligns with LNK's strategic focus on digital media development. Beyond its television channels, LNK reaches audiences through its news portal lnk.lt and the video content platform LNKGO. Zita Sarakienė, General Director of LNK channels group, views the membership as a natural progression, enabling LNK to actively shape the future of digital media alongside other industry professionals. "Membership in the Internet Media Association provides an opportunity to seek solutions with other professional media market participants on issues relevant to the entire sector," Sarakienė said.

IŽA's current membership includes major Lithuanian online media outlets such as Delfi, 15min.lt, lrytas.lt, and vz.lt, among others. The inclusion of lnk.lt further strengthens the association's representation within the market, reinforcing its mission to foster an environment conducive to the development of independent, professional, and sustainable digital media in Lithuania's rapidly changing media landscape.

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Digital media is developing very rapidly today, so it is important not only to adapt to changes but also to actively contribute to shaping them. Membership in the Internet Media Association provides an opportunity to seek solutions with other professional media market participants on issues relevant to the entire sector. I believe that only by cooperating can we create an environment where professional media remains strong, can invest in quality Lithuanian content, and maintains public trust.