Substantial Foreign Influence And Ownership in Media
Executive Summary
The media in Montenegro faces challenges similar to those experienced globally, such as the rapid development of technology, shifts in media consumption habits, declining trust in the media, a crisis in journalism, and the growing trend of disinformation.
Additionally, Montenegro has its specific issues, including ongoing political crises since 2020, following the end of the long-term rule of the Democratic Party of Socialists (DPS).
These challenges are compounded by the anti-democratic and anti-European tendencies of some ruling parties and the significant influence of the Serbian Orthodox Church, which affects the overall political and social environment.
The media landscape in Montenegro faces several significant issues:
It is estimated that around 1,800 media workers are employed in the country. However, the exact number of journalists, female journalists, and those who have been laid off or left the profession in the past decade remains unknown. This lack of statistical data complicates efforts to gain a detailed understanding of the state of journalism and hinders the ability to conclude the future of the media.
More than half of media employees in Montenegro earn a salary below the national average of EUR 800. Despite this, journalists are unionized and, with the support of media organizations, continue to advocate for better working conditions and opportunities for further education.
In 2023, 16 attacks on journalists were recorded. While the number of physical attacks has decreased, online threats have increased.
Self-regulatory mechanisms in the media are weak and have limited capacities. Recently, media outlets have been required to develop internal self-regulation to qualify for funding from the Media Pluralism Fund. This requirement could serve as an opportunity to strengthen self-regulation within the industry.
It is estimated that there are currently around 230 media outlets in Montenegro, nearly double the number from previous years. However, part of the expert public warns that this increase in media pluralism does not necessarily equate to quality. Many new media outlets are often launched to achieve political influence, a trend that could continue.
The media scene in Montenegro is under strong foreign influence, predominantly from Serbia. Owners from Serbia control four out of five national TV stations and two out of three newspapers. These media outlets significantly impact public opinion and are used to spread political influence, which could threaten the survival of locallyowned media in the future.
The value of the advertising market in Montenegro is estimated to be between 11.7 and 12 million euros. The largest advertisers are telecom operators, with around 50% of the advertising share going to television. This trend has remained unchanged in recent years.
Commercial media in Montenegro receive funding not only from advertising but also from the Media Pluralism Fund and state aid. In 2023, the total amount of these funds was 1.23 million euros, which is higher than in previous years.
The public service Radio-Television of Montenegro (RTCG) is financed through the state budget. However, it is under significant political influence from the ruling parties, and its general director was reappointed despite court rulings.
The representation of women in the management bodies of RTCG and the national regulatory body, the Agency for Audiovisual Media Servicesis low. Minority media are funded by the Fund for the Protection and Realization of Minority Rights, and their content is influenced by minority organizations.
More than half of Montenegro’s citizens trust the media, but there is a noticeable trend of declining trust. Montenegro has a Media Strategy and revised media laws, but these do not adequately address several key challenges within the media community and are not fully aligned with European regulations, suggesting that new amendments may be expected soon.
The Agency for Audiovisual Media Services and civil society organizations promote media literacy, which is an elective subject in primary and secondary schools. Over 90% of citizens believe that media literacy is important.
International studies monitoring democracy, the rule of law, perceptions of corruption, and media freedoms show progress compared to previous years. However, the current state of media and journalism does not indicate a promising future.
