Amidst a global media landscape dominated by transnational conglomerates and tech giants, proximity media face the imperative to reassess their mission and relevance. As market dynamics may lead to news deserts, proximity public service media (PSM) are crucial in catering to underserved audiences with news and entertainment tailored to their nearby environment. This paper draws on insights from seven focus groups involving stakeholders of Radiotelevisión del Principado de Asturias (RTPA), a proximity PSM outlet in northern Spain, to delve into the perspectives of audiences, production companies and advertisers on RTPA's proximity focus and informational role. The findings reveal widespread appreciation for proximity among RTPA's stakeholders, delineated into three dimensions: physical, emotional and economic. Moreover, the expectations on and assessments of RTPA's informational role are rooted in general PSM values such as impartiality, quality and participation. It is concluded that there is a need to explore the values of PSM beyond normative approaches and including the insights of stakeholders, and that proximity PSM outlets must dynamically adapt their values to meet the unique needs of proximity communities.