Abstract :Information through traditional media has been challenged last decades, by online media. Referring to Fidler at his study Mediamorphosa, the meaning about media news is the transformation of communication media, that happened from the complex interaction of precepted need, competition, social and political pressure, and technological innovation.[1] On the other hand, the new technology has opened a new horizon for traditional media (broadcast television). Digitalization created new advantages to build a model that fits both traditional and online media. There are several experimental models, in a variety of approaches and perspectives as noted in his study by Larrondo, Meso and Tous[2]. All of these note the close connection between technology, industry, market, genres, and audiences. But Salaverria, Masip, Aviles referred to Larrondo, Meso and Tours[2], bring a definition that relates more closely to the changes that are taking place in media organizations. "Journalistic convergence is a multidimensional process facilitated by the transition to digital communication technologies, which influences the media in technological terms, companies and economies, profession and publication, integration instruments, spaces, working methods, and previously separated languages, allowing journalists elaborate on the content to be distributed on the multiple platforms, using the appropriate language for each of them. But how is Albanian Public Broadcast Television is responding to these challenges and opportunities in fulfilling its responsibility to inform the public? Did they offer the same information of television in web or they are adjusted to the multimedia logic, to serve to online audiences (especially to young people), that are moving fast from traditional channels to online media? Did journalists brought a new language in web, specifically how is apply the dimension of multimedia, as key characteristic of the web journalism. To conduct this study, we have produced quantitative and qualitative data from empirical research on Albanian Public Broadcast news on the web, we study as well as multimedia dimension as a key element of the news on web TV. The news page on the RTSH website was monitored for one week, (24 till 30 of June, 2021) article at the study "Traditional Journalism, in front of new audiences", conducted by the Department of Journalism and Communication at FHF, UT, in collaboration with AMA (Audiovisual Media Authority). We also conducted, 5 semi-structured interviews in the technical and journalistic field at several levels, managerial, specialist and journalism. Other data from documents such as the Annual Reports of Albanian Public Broadcast Television2017 -2021 have been used for the purpose of the study. From our empiric research and observation of the newsroom, we have seen that it operates as a hybrid model, partly integrated and partly isolated. There is no a clear strategy on passing from analog to digital system when we talk to the newsroom. The news broadcasted online are produced in the same concept as in traditional media. The possibilities of digitalization are not used in the advantage of the newsroom and journalists. The reforms undertaken the last decade under digitalization process has failed. As a result, the public has abounded Albanian Public Television even though they pay the TV fee and there is no hope to bring this screen back to the public. Keywords : Online journalism, difference, traditional media, convergence, multimedia, public broadcast television
