In an age where audiences are scattered across platforms and global algorithms dominate the digital sphere, local media faces a fundamental question: how can it remain relevant, trusted, and impactful? Irene Hadjipavlou, the newly appointed Head of Media at Digital Tree, steps into the role with a clear conviction: connection matters more than reach. With years of experience in strategy, sales, and operations, Irene’s approach to media leadership is driven by the belief that relevance, trust, and authenticity are more important than ever.

In her interview with FastForward, she explains why media should reflect local identities while staying outward-looking, how Digital Tree is expanding its reach through offline experiences and new formats, and why knowing your audience deeply is the only sustainable path in an era of fragmentation.

This transition felt less like a departure and more like a return. Over the years, I've been fortunate to witness Digital Tree’s growth from multiple vantage points—sales, operations, commercial strategy—and each role gave me a clearer view of how our media brands connect with people. Moving into the Head of Media role wasn’t just a structural shift; it was a natural step toward aligning our editorial, commercial, and product strategies more tightly. My time as CCO taught me how to think holistically—about audiences, value, and long-term positioning. Now, I’m applying that mindset to our entire media portfolio.

One of the things I’m most excited about is how we’re expanding the definition of media itself. We’re not just digital anymore. Our trusted brands are now powering offline experiences—like sports tournaments, community street parties, concerts, and live events—which bring our audiences together in the real world.

At the same time, we’re enhancing our content offering by integrating more video and audio formats, and working with fresh talent to connect with younger demographics. Our long-term goal is to continue innovating while staying grounded in our role as a local leader in storytelling and audience connection.

Local media will always matter—because identity, trust, and cultural nuance can’t be replicated by global algorithms. That said, social media is both a challenge and an opportunity. It’s not just a distribution tool; it’s an amplifier, and when used strategically, it can help local voices reach new communities.

But it can’t replace what we do: building meaningful editorial products with depth and accountability. Our job is to ensure local media isn’t reduced to a supporting act—but instead remains a vital, central force in civic and cultural life.

Cyprus needs media that’s clear-eyed but optimistic. Content that’s deeply rooted in place, but outward-looking in ambition. We need journalism that goes beyond the reactive news cycle to highlight creativity, innovation, and the quiet transformations happening all around us. I believe we have a responsibility to serve all audiences—not just by informing them, but by inspiring and challenging them as well. The media Cyprus needs is one that connects the dots between its past, present, and future.

>>Why Local Media is Essential in 2025<<

It’s not just about reach—it’s about relevance. Fragmentation is real, but it’s also an invitation to rethink what connection looks like. At Digital Tree, we’re not chasing mass attention for its own sake. We’re focusing on being essential to specific communities—whether that’s entrepreneurs, creatives, property buyers, or everyday citizens looking for clarity in a noisy world. The most effective strategy is to know your audience deeply, and then meet them where they are—with products, not just content.

We ask ourselves three things: Will this matter to our audience? Will it add value to the brand? And can we deliver it in a way that feels fresh and forward-looking? Some of our most recent moves—like developing offline experiences or experimenting with AI to support content production—came from identifying audience needs and responding with purpose.

For us, success isn’t just about launching something new—it’s about launching something that lasts. If it strengthens trust, builds community, and pushes us one step ahead, we know it’s worth doing.

What: Digital Tree

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