Qualitative study on priority audiences for public service media
"The topic of the research: the role and importance of professional media and in particular public service media in the life of Russian-speaking population of Estonia. Study Objective: to understand how audiences shape the meaning and quality of media; the role of media and journalism in the society; as well as how media influence choices during the elections. Methodology: Focus-group discussions." (Slide 3)
"Public state media is too amateur yet and there are two many failures to call it professional. Some participants think public service media are swimming like cheese in butter – being financed from the state budget, they do not care about the quality of the content. PSM are of a lower quality, too slow when it comes to urgent matters, work not hard enough for the good of society and are one-sided: talk about the government only in a positive way, talk only about the advantages of the decisions made. There is no constructive criticism, or another point of view displayed, no negative aspects of the decisions made. The interests of the Russian-speaking part of the population of Estonia are underrepresented or are represented superficially. (participants from the Middle- aged and Older groups)." (Slide 21)