"Pioneering plans" to integrate Media Wales into a single, multimedia newsroom will come at the price of 17 journalists' jobs, it was claimed today.

On the back of an announcement from the publishers of the Western Mail and South Wales Echo, the National Union of Journalists has condemned the move.

Each title under the Media Wales umbrella will be integrated into a joint editorial operation, serving all print and electronic platforms.

The company also publishes Wales on Sunday, as well as the Celtic group of weekly papers, and journalists could find themselves working for more than one title, as well as the company's website icwales.

Editorial director of Media Wales, Alan Edmunds, hailed the move as an ambitious development of the website and other online content, as well as enhancing the quality of the print titles and making optimum use of editorial resources.

Under the new plan, each print title will retain an editor, who will assume responsibility for all electronic and print channels carrying his title’s brand.

Deputy editors will oversee the day-by-day, hour-by-hour operation of the newsroom, working across all platforms, and they will be re-titled as executive editors.

But the NUJ believes that the company is seeking a reduction in the staffing level of 17 journalists across the titles.

Because of existing vacancies, that means a reduction of ten from the current level – comprising six managers, three photographers and one from the sports department.

Joint NUJ father-of-chapel Martin Shipton said, "These proposed job cuts - the third in five years - again reflect the demand for profit margins that are unsustainably high. We will oppose compulsory redundancies affecting our members.

"We are also determined to ensure that the people of Wales get a high quality news service. To this end, we shall be seeking full involvement in drawing up the detailed ways in which the new operation will work during the announced three-month consultation period.

"We have been assured that change will be led by editors, and ensuring that is the case will be a major priority for us."

Alan Edmunds confirmed that volunteers for ten redundancies were being sought from across the group.

But he said: "It is our belief that the future success of our business lies in the need to transform from a predominantly print-based culture to a truly multimedia environment.

"This is a pioneering move for the regional industry and will put us at the forefront of multimedia newsrooms across the UK."