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Changing Media Landscape, Same Persistent Problems. The Future of the Media in Albania – Facts and Trends

Ilda Londo

Sarajevo; Tirana; Ljubljana: Mediacentar; Albanian Media Institute; Peace Institute; South East European Network for Professionalization of Media (SEENPM) (2025), 33 pp.

"Analysis of media in Albania and mapping of main trends through credible, regular, and complete data is a problematic endeavour. However, the data available show that it is safe to say that challenges for professional journalism remain formidable in Albania. Full formality of the media market has n ... more

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Eroding Media Freedoms, Eroding Democracy. The Future of the Media in Bosnia and Herzegovina – Facts and Trends

Anida Sokol

Sarajevo; Ljubljana: Mediacentar; Peace Institute; South East European Network for Professionalization of Media (SEENPM) (2025), 37 pp.

"Significant changes in journalism and the media have been unfolding in Bosnia and Herzegovina (BiH), yet these shifts have not been accompanied by adequate policies or interventions. This report outlines key trends affecting journalism, media usage, and democracy, highlighting issues crucial for th ... e future of the profession: • The number of journalism students has significantly decreased over the past decade, a trend which could lead to a shortage of qualified professionals in the long run. • Although unemployment among journalists has declined in recent years, 2023 saw a considerable number of journalists lose their jobs due to the non-renewal of fixed-term contracts or being deemed surplus labour. Unionizing remains unpopular among journalists in the country and without protection mechanisms, journalism in BiH risks becoming even more unstable. • Reports of attacks and violations of journalists’ rights have increased in recent years, reflecting a decline in BiH’s rankings on media freedom indexes. • Despite rapid technological advancements, including the emergence of generative artificial intelligence, the media lack guidelines for their use or studies addressing potential abuses in the media. This absence of regulation and oversight increases the risk of misuse and potential harm. • While regulatory and self-regulatory mechanisms exist, they fail to tackle a core issue in the media: biased reporting, which risks becoming normalized in journalistic practices. • The digital era has brought a proliferation of media outlets, including new television channels. The growth of media outlets does not necessarily improve media pluralism, but could lead to smaller newsrooms, increased workloads of journalists and less quality journalistic content. • Print media has been on the decline, and the country’s major political weekly magazines have ceased publication. Without strategic interventions, print media operations will be difficult to sustain in the future. • Media ownership transparency remains unregulated further aggravating media capture. Media outlets are predominantly owned by companies or individuals with business interests beyond the media sector. • The advertising market has grown slightly in recent years, likely influenced by inflation. However, it remains insufficient to support the growing number of media outlets, posing challenges to financial sustainability. • Television still dominates advertising revenue, but online media’s share is steadily increasing, signalling that digital marketing will become increasingly dominant in the coming years. • Public budgets and donor support remain important for sustaining media operations. Without proper regulation, financing from public budgets, however, bring risks to media independence. • Media primarily serve the interests of the three major ethnic groups, excluding minorities from decision-making roles and positions in mainstream outlets, limiting media pluralism." (Executive summary) more

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The Expanding Media Landscape, Decline in Journalists' Safety, and Low Media Literacy. The Future of the Media in Kosovo – Facts and Trends

Jeton Mehmeti

Sarajevo; Pristina; Ljubljana: Mediacentar; Press Council of Kosovo; Peace Institute; South East European Network for Professionalization of Media (SEENPM) (2025), 32 pp.

"Kosovo enjoys a relatively good legal framework when it comes to the protection of freedom of expression and freedom of the media. Laws concerning protection of journalism sources, protection of whistleblowers, and access to public information appear to be in line with European standards. The overa ... more

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More Media, Rising Challenges for Journalists. The Future of the Media in Montenegro – Facts and Trends

Milica Bogdanovic

Sarajevo; Skopje; Ljubljana: Mediacentar; Montenegro Media Institute; Peace Institute; South East European Network for Professionalization of Media (SEENPM) (2025), 34 pp.

"Since the change of the long-standing DPS government in mid-2020, Montenegrin society has faced political crises. Frequent election cycles and instability in ruling majorities have affected the speed and quality of Montenegro’s integration into the EU, the work and functioning of institutions, an ... d the general social and political environment. After the reconstruction of Montenegro’s 44th government, anti-democratic and anti-European tendencies emerged. These tendencies are reflected in the advocacy for legislation aimed at changing the constitutional order regarding language and citizenship, suppressing criticism from the civil sector, and undermining relations with neighbouring Croatia, an EU member state. This has been accompanied by a decline in trust in key political institutions and an overall unsatisfactory political culture. Although several international studies monitoring the state of democracy, the rule of law, corruption perception, and media freedoms show progress compared to previous years, the current situation in media and journalism is not encouraging. In recent years, institutions have attempted to strategically address the media sector through the adoption of a Media Strategy and amendments to media laws. However, these regulations have not adequately addressed some of the key issues affecting the media landscape, such as media ownership transparency, strong foreign influence in media ownership structures, unregistered portals, and the fight against disinformation. Additionally, they have not implemented new European regulations in this area, indicating that media laws will need to be revised again. The significant increase in the number of media outlets in Montenegro has not led to greater media pluralism or improved journalistic standards. The media market is small, and the launch of new outlets lacks economic justification. The media scene is heavily influenced by foreign actors, predominantly from Serbia. Owners from Serbia control four out of five television stations with national frequency, and two out of three daily newspapers are foreign-owned. These media outlets inevitably influence public opinion and are used to expand political influence, which affects the quality of media reporting and threatens the survival of locally owned media outlets. Year after year, the amount of public funds allocated to media outlets through the Media Pluralism Fund has increased, which is important for their sustainability. The Agency for Electronic Media and the Ministry of Culture and Media distribute the funds transparently, but mechanisms for evaluating the quality of financed projects need to be established. The national regulator, the Agency for Electronic Media, has improved its communication with the public. Recent amendments to the law have expanded its jurisdiction, enabling it to impose measures of varying intensity. While it remains responsible only for electronic media, there is clear potential for the agency to develop into an independent and professional regulator that consistently applies regulations. Current self-regulatory mechanisms in Montenegro’s media sector are not effective, but there is potential for further development in the new amendments to the law. These amendments require media outlets to develop internal self-regulation if they wish to receive funds from the Media Pluralism Fund. Implementing this legal provision must be accompanied by raising awareness among media and journalists about the importance of strong self-regulation. This will help citizens recognize self-regulation as an independent authority capable of improving the quality of reporting and providing a reliable platform for submitting complaints." (Conclusions, pages 28-29) more

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Our Media, Our Democracy, Our Future. The Future of the Media in the Western Balkans and Turkey – Facts and Trends. Regional Overview
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Sanela Hodžic, Sandra B. Hrvatin

Sarajevo; Ljubljana: Mediacentar; Peace Institute; South East European Network for Professionalization of Media (SEENPM) (2025), 57 pp.

"The results of the research conducted in Albania, Bosnia and Herzegovina, Kosovo, North Macedonia, Montenegro, Serbia, and Turkey suggest that the key determinants for the future of our media and democracies are the following: • The poor socio-economic status of journalists and their exposure to ... pressure and attacks, coupled with modest support mechanisms, cripple the ability of journalists to promote the public interest, report on key issues of public interest, and hold power to account. In the most extreme cases, the pressure involves imprisonment, interrogation, surveillance, and lawsuits aimed at silencing journalists. • The lack of consistent monitoring and registration of cases of Strategic Lawsuits Against Public Participation (SLAPP) in the region, with dozens of lawsuits against journalists filed by political officials and their affiliates. • A growing number or media outlets, but a declining number of journalism students, highlighting concerns about the future shrinking of staff numbers in media newsrooms and about the growing automatization of journalism. The most drastic drop was in North Macedonia, with the number of journalism students in 2023 amounting to only 11% of the number from ten years ago and 50% of the number from 2000. • The number of media outlets is growing, mostly in the online sector, while print media outlets are becoming increasingly endemic. • A worrying trend of overt concentration of media ownership in the hands of a few media conglomerates, often tied to national or foreign governments, that takes a toll on media freedom and pluralism. • The dominant instrumentalization (through ownership and funding) of media (including private and public) for particular political and/or business interests limits the space for editorial independence and integrity. • Non-profit media are still a rarity in the region, with only a few non-profit radio broadcasters in some countries, and an unknown number of online platforms of civil society organizations with a community-focused mission. • Lack of transparency of the media sector, particularly a lack of accessible and reliable information concerning the media industry and the media market. • Advertising is the main source of revenues in the media sector, with the total revenues ranging between EUR 12 million in Montenegro and over EUR 4 billion in Turkey. • Although it is declining, the TV sector is still dominant in terms of its share of advertising revenues, while social media’s share is increasing, and in Turkey it amounts to as much as 45.7% of advertising revenues. • The tech giants such as Google and Meta are an increasingly dominant competitor for media outlets in the region, jeopardizing the future sustainability of national and local media outlets and potentially curbing political pluralism in public communication. • Public funding for the media, including funding of public broadcasters (declining in four out of seven countries), grants, and subsidies for media outlets and government advertising, amounts to several to dozens of millions of euros per country, taking up an important share of media revenues, but without proactive transparency, effective guarantees of editorial independence, well-defined purpose and evaluation, the opportunities to make public funding for the media an important instrument of media democratization remain under-used. • The representation of different age, gender, ethnic, religious, and other groups in media content and in the newsrooms’ staff is limited. In multiethnic communities some policies promote ethnic diversity of media content, while other identity axes are largely neglected and pluralism in public communication is very limited. Women are an important, and in many countries even dominant, workforce in the media, but remain underrepresented in managerial posts." (Executive summary) more

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Media Bias, Legislative Challenges, and the Fight for Freedom. The Future of the Media in Serbia – Facts and Trends

Valentina Sigeti, Teodora Koledin

Sarajevo; Novi Sad; Ljubljana: Mediacentar; Novi Sad School of Journalism; Peace Institute; South East European Network for Professionalization of Media (SEENPM) (2025), 50 pp.

"Alongside the rise of new technologies and the evolving global conditions in the media industry, journalism and media in Serbia will face numerous challenges, particularly in the areas of basic media freedom and journalist protection, based on the findings of this research: • There is no reliable ... data on the number of journalists in Serbia, or how many of them are women or members of marginalized groups. • Media ownership in Serbia is highly concentrated, particularly in the television broadcasting sector, which affects media reporting. Channels with national frequencies often align their narratives with the government’s or ruling party’s agenda. • The state and ruling party demonstrate tendencies to control the media. This is evident in the newly updated law that allows business companies engaged in electronic communications, such as the state-owned Telekom, to own media outlets. Additionally, findings indicate that some media owners at the local level are connected to the ruling party. • Media financing is often misused to encourage biased reporting. Public calls for funding are corrupted by GONGO media organizations, which prioritize funding pro-government outlets; state advertising is not regulated by law, and the media community was left out of the discussion on new advertising laws; despite receiving the majority of its budget from citizens’ subscriptions, the national public broadcaster RTS is still perceived as one of the most progovernment outlets in the country; foreign donors, including the EU, US and UK, provide significant financial support for media projects in Serbia, but there is no transparent data on the total amount of money donated. • National minorities are represented through media outlets funded by National Councils of National Minorities. However, journalists from some of these media outlets work under political pressures and engage in self-censorship. National minorities living in the northern province of Serbia, Vojvodina, are also served by the provincial public broadcaster RTV. RTS does not provide content in the languages of the Bosnian, Vlach and Bulgarian communities in Serbia’s eastern and western regions. Romani and Albanian communities are represented on RTS, but the amount of content is minimal. • Television is the most commonly used source of news and information, with citizens watching up to eight hours of television daily. The most-watched TV news programmes are central-informative political shows on channels with national frequencies, which are widely considered pro-government. • Only 30% of Serbian citizens trust the media. Social media is the least trusted media type, while television is the most trusted." (Executive summary) more

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Deprived Media Market, Lw Ethical Standards, Need for Effective Legislation. The Future of the Media in North Macedonia – Facts and Trends

Vesna Nikodinoska, Tamara Chausidis

Sarajevo; Skopje; Ljubljana: Mediacentar; Macedonian Institute for Media; Peace Institute; South East European Network for Professionalization of Media (SEENPM) (2025), 41 pp.

"The following conclusions can be drawn from the data analysis: • The socio-economic status of journalists should be continuously advanced via improvement of working conditions in newsrooms and greater acknowledgement of labour rights on the part of media owners and the state. • Rapid technologi ... cal and information changes impose the need for adapting the ethical and professional standards to the new digital environment, as well as creating specific guidelines for the media and journalists in terms of the use of artificial intelligence. • The interest of young people in studies in journalism, communications, and media is drastically decreasing due to the weak link between studies with the labour market, the poor economic situation in media, and the inherent risks to this profession. It is necessary to modernize the study programmes and curricula which should be in line with the newly emerging environment, as well as making it possible to interlink with the media industry. • Disinformation and non-compliance with ethical standards are often evident in online media, thus there is already a wide discussion in the media community about the legal definition of the status and functioning of the online media. • Ownership transparency in broadcast media is at a high level, which is not the case in internet media, as the latter are outside the legal scope. The legal solution for pluralism in media ownership does not correspond to the new digital environment, therefore changes are needed that will enable development of the media market and industry consolidation. • Funds from the state budget for paid political advertising during elections and public interest campaigns have increased in recent years and represent a significant source of funding for many media outlets. The above increases media dependence on state funds, as well as the possibility of corruption and media clientelism. • Professional media organizations and the civil sector support the idea of establishing a fund for the development of media pluralism, to serve as an independent mechanism for developing projects and contents of public interest. Such approach will encourage diversity, quality, and independence in the media industry. • In the media landscape, there are not enough media and/or programmes that represent ethnic groups, marginalized groups, and persons with disabilities, while non-profit media is one of the most underdeveloped segments therein. Trust in institutions, including in the media, is very low, due to the high level of systemic corruption, disinformation, non-transparency, and weak effectiveness of institutions. • Media literacy is included in formal education as a systemic approach to teaching, but awareness of its importance should be promoted more among all age groups and segments of society. • Transparent and efficient policies, comprehensive analyses, and overarching strategies are needed to cover all segments of the media market, including the digital sphere. The limited media market adversely affects the economic situation of the media, resulting in a lack of evident development of pluralism, diversity, and independence of the media in the audiovisual media sphere." (Executive summary, pages 4-5) more

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Democratic Decline, Economic and Political Pressures, Urgency for Reforms. The Future of the Media in Turkey – Facts and Trends

Sinem Aydinli

Sarajevo; Istanbul; Ljubljana: Mediacentar; Bianet; Peace Institute; South East European Network for Professionalization of Media (SEENPM) (2025), 39 pp.

"The state of the media and democracy in Turkey faces critical challenges that hinder freedom of expression and pluralism, due to restrictive legal frameworks, economic instability, and cross-ownership in the media sector. Although digitalization has transformed news consumption, the government’s ... more

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Good models, limited implementation: Media self-regulation in Bosnia and Herzegovina

Anida Sokol

Sarajevo; Ljubljana: Mediacentar; Peace Institute; South East European Network for Professionalization of Media (SEENPM) (2023), 44 pp.

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Strengthening Public Trust in the Media as a Response to Disinformation and Propaganda

Milica Bogdanovic

Podgorica: South East European Network for Professionalization of Media (SEENPM) (2021), 27 pp.

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In Media We (Dis)trust: Mapping Citizens' Concerns Over Media in Kosovo

Jeton Mehmeti

Ljubljana: South East European Network for Professionalization of Media (SEENPM) (2021), 28 pp.

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National Regulatory and Self-Regulatory Framework Against Hate Speech and Disinformation: Factsheet Montenegro

Milica Bogdanovic

Ljubljana: South East European Network for Professionalization of Media (SEENPM); Peace Institute; Montenegro Media Institute (2021), 19 pp.

"Competent institutions should react in case of spreading hate speech and introduce appropriate measures to combat the spread of disinformation, which would serve as a middle ground between arresting those who spread disinformation and a too passive approach to this problem. In addition to this, the ... more

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Hate Narratives and Disinformation in Online Media in Albania

Ilda Londo

Tirana: South East European Network for Professionalization of Media (SEENPM) (2021), 27 pp.

"The case studies analyzed here show that, in general, the mainstream media does not produce hate speech narratives on its own, but does become a vehicle for carrying them. The greatest producers of hate narratives, division, disinformation, and polarization remain the political actors, partly becau ... more

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National Regulatory and Self-Regulatory Framework Against Hate Speech and Disinformation: Factsheet Turkey

Sinem Aydinli

Ljubljana: South East European Network for Professionalization of Media (SEENPM) (2021), 14 pp.

"The current legislation should include a direct expression of hate speech and expand the scope of hate speech in terms of person and subject as much as possible. The anti-discrimination state bodies should focus on protecting the human rights of the most vulnerable groups, broadening legal protecti ... more

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National Regulatory and Self-Regulatory Framework Against Hate Speech and Disinformation: Factsheet Serbia

Jelena Jovovic, Dubravka Valic Nedeljkovic

Ljubljana: South East European Network for Professionalization of Media (SEENPM) (2021), 26 pp.

"In the process of accession to the European Union, Serbia is harmonizing laws with the EU legislation. In this process, the majority of regulations related to the prevention of hate speech and the spread of disinformation generally meet standards or are in the process of being amended. This factshe ... more

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Polarized Media – Polarized Audience

Jelena Jovovic, Dubravka Valic Nedeljkovic

Ljubljana: South East European Network for Professionalization of Media (SEENPM) (2021), 30 pp.

"A significant number of the surveyed citizens consider the media in Serbia under the control of political groups at both ends of the spectrum. At the same time, many of the surveyed citizens think that the media is free to collect and publish information on all the relevant issues. These findings r ... more

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National Regulatory and Self-Regulatory Framework Against Hate Speech and Disinformation: Factsheet Kosovo

Jeton Mehmeti

Ljubljana: South East European Network for Professionalization of Media (SEENPM) (2021), 13 pp.

"Regarding media and information literacy, the Kosovo Government and relevant education institutions, such as the Ministry of Education, should urgently introduce subjects that will be taught in school to provide a better understanding of the media and information literacy. Kosovo’s educational in ... more

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Professional Journalism and Media Literate Public: Crucial for Increasing Trust in Media

Vesna Nikodinoska

Ljubljana: South East European Network for Professionalization of Media (SEENPM) (2021), 30 pp.

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Media Polarization and Media (Dis)trust in Albania

Ilda Londo

Ljubljana: South East European Network for Professionalization of Media (SEENPM) (2021), 23 pp.

"The opinion poll and the discussion with journalists provided interesting insights into the current public perception of media trust and the factors that contribute to such trust, as well as to the overall understanding of the public of media issues. The poll confirmed the dominance of television a ... more

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Media Trust in the Western Balkans: Together Apart. Regional Overview

Sandra B. Hrvatin, Brankica Petkovic, Sanela Hodžic

Ljubljana: Peace Institute; South East European Network for Professionalization of Media (SEENPM) (2021), 34 pp.

"Trust in the media varies across the region, with citizens in BiH, Serbia and North Macedonia divided in around half of those that trust and half of those that distrust the media, and a higher number of citizens in Kosovo, Montenegro and Albania having trust in the media. The highest trust is expre ... more

Our Media, Our Democracy, Our Future. The Future of the Media in the Western Balkans and Turkey – Facts and Trends. Regional Overview Top Insights

Our Media, Our Democracy, Our Future. The Future of the Media in the Western Balkans and Turkey – Facts and Trends. Regional Overview
Top Insights