This paper analyzes the cultural scene of Dubrovnik and the University of Dubrovnik, with a particular focus on students' perception of cultural content and their level of information. The aim of the research was to determine the justification for launching the radio show Govor zvuka on UNIDU Radio as a media platform suitable for promoting culture and connecting students with cultural events in the city. The research methods included a SWOT analysis, a student survey, data collection, and an analysis of the media content of cultural institutions. The results showed that most students feel inadequately informed about cultural events, with 62.9% of respondents believing that cultural institutions do not communicate sufficiently with the student population. Consequently, additional research was conducted on the media presence, social media activity, and official websites of Dubrovnik’s cultural institutions, revealing space for improvement in communication strategies. However, no direct correlation could be established between this issue and the low student attendance at cultural events. The idea of launching Govor zvuka was positively received (71.4%), leading to the production of 12 episodes/shows (permanently available on Mixcloud) featuring guests connected to Dubrovnik’s cultural scene, including musicians, drama artists, historians, journalists, and architects. In conclusion, the paper highlights the need for better communication between cultural institutions and students and confirms the justification for the radio show as a platform for promoting cultural content.