Over 200 employees of Latvian Public Media are voicing opposition to a planned rebranding initiative. The current proposal seeks to consolidate the distinct identities of “Latvijas Televīzija” (Latvian Television) and “Latvijas Radio” under a single “LSM” brand. Employees have appealed to the board to reconsider, advocating for the preservation of the established names. They believe maintaining separate brands is crucial for audience recognition and continued trust. The move towards unification aims to streamline operations and potentially reduce costs, but staff fear a loss of individual channel identity. The board has yet to respond publicly to the employee concerns. This internal dispute highlights tensions between modernization efforts and the value of established public broadcasting brands.