So many media outlets, so little information

Until October 2000, citizens of Leskovac were informed about local affairs by a local TV station and a radio station owned by the municipality, a weekly newspaper Nasa Rec – which was controlled by the city administration – and the correspondent office of the national TV broadcaster. Of course, the political owners used to dictate the content of the news via their directors, editors and journalists: for example, after a mass of 10.000 people protested in front of the building of TV Leskovac, the station reported that a small group of no more than dozen thugs tried to hinder its operation and prevent them from airing high-quality content. Later, the "small group" lost its patience, the citizens broke through the police cordon and seized the TV building. The journalists promised not to report incorrectly ever again.

Today in Leskovac, only the Radio has remained a property of the city, while the media supply has increased severalfold and now includes five private local TV stations, around ten legal and illegal radio stations, one monthly magazine, several correspondents of print and electronic media, and the correspondent office of the national TV.

"The situation has significantly improved when it comes to the freedom of the media, but it is still far from the realistic needs of the society and democracy in general. In the current environment, the advertising market is not the dominant resource that ensures the self-sustainability of the media; instead, they still rely on local self-governments."

In Leskovac, all media companies have turned to the local budgets in an attempt to receive funding. Such a situation is favored by politicians because it allows them to achieve greater influence. On the other hand, there is no way to clearly specify the allocation of money intended for the local media – local self-governments independently decide who gets the money and how much. There are no public contests and it is not clear how the money is allocated, which has created a basis for unfair competition in the media market, as well as for pressures on the local media. All these factors have influenced the quality of information at the local level. The situation is especially difficult in the province, where journalists earn less and are more susceptible to being treated by "certain centers of power" in a way that "may jeopardize even the basic human rights of employees in the media" – explains Ivan Novkovic, a former video editor in the public company TV Leskovac, who became famous after he interrupted the airing of the station's programme in 1999 and called on the citizens to resist the then-regime.

Apart from the public company Radio Leskovac, all other media outlets are privately-owned.

Each month, a sum of slightly more than a million dinars is allocated from the local budget for financing of electronic media outlets, as well as one print media outlet and one web site. Their owners were not willing to explain the effect of this money on unbiased reporting, with an off-the-record explanation that "he who pays the piper calls the tune".

"I think that the situation has improved compared to 11 years ago, because citizens now receive complete information about the local affairs. Competition has increased and everyone is struggling to offer best content. The local self-government is obliged to inform citizens and it is logical that it should provide funding to the media. The fact that most of the media outlets depend on this funding is an indicator of the generally bad economic situation. The media are now more open, but the degree of censorship and self-censorship depends on editors and journalists themselves. What is important is that no one is trying to exert pressure on them, unlike in the past."

"Still, the news programme is almost the same on most of the local media outlets, with identical reports and a lack of investigative journalism. The professional aspect of reporting also leaves something to be desired" – says Igor Mitic, a former journalist who is now a chief of the cabinet of the Leskovac mayor in charge of relations with the media.

Media employees in Leskovac work for an average salary amounting to 150-200 euros – if they are lucky enough to receive it on time. Apart from paying low salaries, employers do not allow their workers to achieve professional advancement in their work. Seminars organized by foreign and local professional associations and donors are off-limits to local journalists. In the words of a TV station owner, "who is going to do the job if I allow them such a waste of time?"

"In the past, the rulers were afraid of the media and journalists. Now they just pay them off. That's not flattering to the journalistic profession, but perhaps it is true. Unfortunately, privatization of the media – which we had desired so eagerly – has not proved to be the best choice because of various tycoons who have bought many media outlets.

In this way, the local media have been closed down or become mouthpieces of their owners and the local self-government which gives them money from the budget. However, the money comes from the tax-paying citizens, not from the city officials themselves, but uneducated and unskilled journalists in many of the local media outlets are incapable of making that distinction. Non-transparent financing from local budgets, strong presence of the interests of media owners, and insufficiently educated and incapable journalists who do not have their own opinion – these are the defining characteristics of today's media in Leskovac" – says the correspondent of Fonet, Ljiljana Stojanovic.

Bratislav Ilic

About the authors

MC Newsletter,
September 23, 2011