"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
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ssed by citizens in Kosovo (64% of citizens trust and 35% distrust the media) and the lowest in BiH (48% of citizens that trust, compared to 49% that distrust the media). Similarly, trust in the public service broadcaster varies across the region, being the highest in Kosovo (76%) and the lowest in BiH and Montenegro (in BiH between 32% for RTRS and 43% for RTVFBiH, and 48% in Montenegro). In some countries of the region, there is a clear division of trust-distrust in the public service broadcaster indicative of an ethnic and/or political divide." (Page 19)
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"Independent media outlets in the Western Balkans are facing major challenges to their financial sustainability. With the exception of some of the largest broadcasters with national coverage and the most visited online media, the majority of media outlets across the region are not sustainable busine
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sses. In particular, local media outlets, media engaged in niche reporting and/or those critical of the government are unable to generate sufficient advertising revenues. Media outlets in the region operate within a dysfunctional media system. Their revenues are shrinking, and a larger number of media outlets compete for increasingly thin pickings. Meanwhile, political interference and corrupt advertising practices deepen their woes. Media outlets are further disadvantaged by the radical changes in media consumption habits and advertising flows. As a result, independent journalism is sustained on only a small number of platforms that are committed to pluralism, democratic debate and democratic processes. Media ownership in the Western Balkans lacks transparency, and ownership of media outlets is often used as a way of influencing the public and/or the government, in line with the particular political and business interests of their owners. In addition, there is a strong tendency towards the concentration of power in the hands of few dominant players in areas such as media production, distribution, advertising and related businesses (in BiH, Serbia, and Montenegro, mainly the United Group and Telekom Srbija). By acquiring the rights to virtually all premium content, these dominant groups are making it highly challenging for other media outlets to secure a reasonable share of advertising income. The advertising market is affected by three dominant issues: the continuing economic crisis and the shift of advertising budgets to regional and global media and to online communication platforms; corrupt advertising, instrumentalised for the promotion of particular political and other interests; a lack of credible audience data." (Conclusions, page 40)
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"This book is an attempt to address obstacles to a democratic development of media systems in the countries of South East Europe by mapping patterns of corrupt relations and practices in media policy development, media ownership and financing, public service broadcasting, and journalism as a profess
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ion. It introduces the concept of media integrity to denote the public-service values of media and journalism. In analyzing the current situation of the media, the focus was on the assessment of factors that have been identified as posing a risk to media integrity, with an overview of past developments if relevant for understanding the current situation. Five countries were covered by the research presented in this book: Albania, Bosnia and Herzegovina, Croatia, Macedonia and Serbia." (Introduction)
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