Country Reports & Data

Serbia

Considerations of Key Actors Key Facts & Trends Dataset

Number of journalists

↑GROWING

Number of Daily Newspapers

↑GROWING

Number of Protests for Media Freedoms

↑GROWING

Media Freedom Index

↓DECLINING

Summary of Considerations by Key Actors

Media as an Instrument of Power and Capital

The overall situation in the Serbian media landscape has been assessed as extremely poor. The media are not perceived as free, and public trust in them remains low. A limited number of journalists and independent outlets stand out as credible, having managed to uphold high professional standards through integrity and adherence to ethical principles. Citizens largely believe that their interests are insufficiently represented, perceiving the media instead as serving the interests of political power and capital.

The main shortcomings and key needs identified by citizens in relation to the functioning of the media and media content production include truthful reporting in the public interest; the facilitation of debate and dialogue on important social issues; coverage of culture and education; independence from political and economic pressures; and the expectation that the media act as a cohesive rather than a divisive force in society.

The principal causes of the shrinking space for media freedom have been identified as financial dependency, an unregulated market, political pressure, and the dysfunctionality of the regulatory system. Citizens perceive the media as a powerful instrument that “constructs reality” and shapes public opinion. A direct link has been observed between the erosion of media standards and the decline of democracy, as media are increasingly used to disseminate propaganda, create social divisions, target political opponents, and radicalize society.

In terms of media consumption habits, a well-established pattern specific to different social groups has been observed: younger audiences primarily obtain information through social media and online portals, while older citizens continue to rely heavily on television. The unstable socio-political situation in Serbia has affected both the ways in which citizens consume information and the models through which media content is distributed. Citizens increasingly turn to non-media sources, such as participants in or direct witnesses of ongoing protests and university blockades. At the same time, media outlets have adapted to audience needs by using social networks more intensively to communicate timely information about current events.

It is estimated that the media are facing multiple, interrelated challenges that will significantly influence future developments. The key challenges identified include financial sustainability, technological innovation, and dysfunctional institutional and regulatory mechanisms. The conclusion is that the current funding models cannot ensure media independence. As an alternative, subscription- and donation-based models are proposed, though there is scepticism regarding their feasibility given the country’s current socioeconomic conditions.

The rapid expansion of social media and artificial intelligence has accelerated the flow of information and the spread of false or manipulative content, placing additional demands on the media to verify and analyse disinformation. The trend towards shorter media formats and the rise of independent and citizen journalism will inevitably require traditional media to adapt their formats in order to remain competitive. Under the given circumstances, the only viable path for the survival of professional journalism lies in strengthening and ensuring the effective functioning of regulatory mechanisms.

However, focus group discussions have confirmed earlier research findings that identified recurring patterns of abuse in the public funding of media outlets through state-run competitions, violations of media laws and codes that go unpunished, and the persistent political instrumentalization of the media. During this period of deep social crisis and pronounced media polarization, the Regulatory Authority for Electronic Media (REM) has also ceased to function effectively, as the mandate of its Council expired on 4 November 2024, and a new one has not yet been appointed.

The general conclusion is that the key factors determining the survival of professional media in the future will be financial independence, technological adaptation, the functioning of democratic institutions, and the engagement of a wider range of actors in building collaborative media models. Such models should rely on a high degree of self-regulation, active citizen participation, and a consistent focus on quality journalism and complex social issues, which would also entail greater involvement of experts, scientists, and intellectuals in media content creation.

Serbia

Milica Janjatović Jovanović

Author

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Executive Summary

Media Bias, Legislative Challenges, and the Fight for Freedom

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 pro-government 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.
The number of protests regarding media freedom has been growing in the recent years, but the right to protest has often been undermined by violence and intimidation from politicians and pro-government media.