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current events from Russian television channels that are directly subordinate to
the Kremlin and can be used as a mechanism of propaganda.
This does not mean, however, that the information space of the Russian-speaking
population in general is uniform and focused only on Russia. On the contrary,
thanks to the increasing use of Estonian and to abundant opportunities to view
global television channels in their Russian language version or with Russian
subtitles, the information space of the Russian-speaking population is
significantly more diverse than that of ethnic Estonians. In addition, a fairly large
percentage of the Russian-speaking population, 20–30 per cent according to
different studies, participates regularly in the Estonian language information
space. 119
According to Estonian Integration Monitoring (2011), Russian-speakers focus on
information about Estonia to different degrees. 120 Regular newspaper readers
make up 74.3 per cent of the population (Estonians, 76.3 per cent; Russianspeakers,
70.2 per cent) while 58.9 per cent (Estonians, 71.8 per cent; Russianspeakers,
32.2 per cent) read magazines regularly. Consumption of printed media
is decreasing with the exception of regular newspaper reading by Russianspeakers.
121 Three Russian-language newspapers are published in Estonia, as well
as free local newspapers published in Tallinn (Linnaleht, Stolitsa) and Narva
(Gorod). The Russian-language national dailies have by and large fallen victim
to market competition and closed in recent years, except for the Russianlanguage
version of Postimees, and Den za Dnjom (Day After Day) – a weekly
owned by Postimees. 122 Postimees is still published in Russian three times a
week and Den za Dnjom on Saturdays, but they have the same Editor-in-Chief
and a united staff. The weekly MK-Estonia belongs to one of the biggest Baltic
media groups, Baltic Media Alliance, which is also the parent company of
PBK. 123
Of the three nationwide Estonian television channels, two offer regular
programming in Russian. The newscasts broadcast on PBK originate from Russia
and are rebroadcast in all three Baltic states. They are mostly watched by the
Russian-speaking population in Estonia. The Russian-language newscast by ETV
119 Estonian Integration Monitoring (2011), AS Emor, SA Poliitikauuringute Keskus Praxis, Tartu
Ülikool.
120 Ibid.
121 Loit, Urmas (2010): Media Lanscape Estonia, European Journalism Centre,
http://ejc.net/media_landscapes/estonia.
122 Loit, Urmas & Andra Siibak (2013): Mapping Digital Media: Estonia, Country Report, Open
Society Foundation, pp. 23-24.
123 Latviski, Lasi (2012): “Money from Russia”, Rebaltica, available at:
http://www.rebaltica.lv/en/investigations/money_from_russia.
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