edition-dw-akademie-in-the-service-of-the-public-functions-and-transformation-of-media-in-developing-countries-pdf

Part III Serbia: Two Very Different Models of Successful Public Service MediaRecent Developments of B92The financial crisis of 2007/2008 severely affected B92. Thecrisis increased the pressure on advertisers and the moneythat B92 could generate through advertising decreased significantly.On top of this problem the broadcaster had adversariesin the economic sphere due to its critical journalism. Togetherwith the withdrawal of the international donor support thisled to serious financial problems.So despite the strong public service ideology of B92 journalists,the lack of financial resources forced them to act andsell the majority of the broadcaster to a private businessman.As a consequence, in 2010, the majority of B92 shares were soldto the Greek investor Stefanos Papadopoulos. Today, 84.99% ofB92 belongs to his company Astonko d.o.o., 11.35% to the B92Trust and 3.66% to other small shareholders. 48The B92 Trust is a limited liability managing companyowned by ten executives, editors, and founders of B92, whoaim to ensure the continued independence of the station’seditorial policy as well as its viability. 49 However, this changein the ownership structure quickly led to an increasing commercializationand thus lack of program quality, as will be explainedin the following.B92 as a Public Service Broadcaster TodayDespite the fact that Veran Matic, one of B92’s founders, isstill the president of the broadcaster’s board of directors, theeditor-in-chief of its news department and the main owner ofthe B92 Trust, B92 can no longer be understood as an alternative,quasi public service broadcaster. Rather, it is a commercialbroadcaster, which is profit-driven and has a clear market-orientedbusiness model. Since B92 has to compete withother private media outlets on the market, it is controlled bygeneral business values. In order to attract new audiences thenew owners completely changed the programming. 50 As mediaresearcher Jovanka Matic stated in an interview conductedfor this study: “Everything depends on money.” 51 As a result,poor quality entertainment and reality shows such as BigBrother, which attract masses and therefore also advertisers,have become more prominent in B92’s programming. Hence,today B92 has a less analytical approach, is less diverse andcharacterized by infotainment. 52Nevertheless, all interviewees emphasized that B92 is stillnot a typical private broadcaster, i.e., it is believed to be differentfrom – and better than – other private media outlets. 53 Despitethe increasing commercialization B92 still has a certainmission to fulfill public service functions: According to thebroadcaster, “independence, impartiality and objectivity arethe backbone of B92. Our audience is our primary focus in theprovision of high-quality and credible current affairs broadcasts,as well as entertainment and educational programs. Wesupport social responsibility and education. We advocate creativity,universal respect and cultural diversity.” 54Despite the commercialization and general decrease ofprogram quality, B92’s informative section is still character-ized by the station’s history. 55 That means that the editorialline of its news programs is still shaped by its original ideology;the news programs are still good quality and are muchbetter than those of other commercial channels. 56 The newsis balanced and objective, and all political parties are equallyrepresented. Both political and social actors and topics arecriticized and reflected. 57 And B92 has retained a different,younger, fresher and livelier rhetoric, which is directed towardsthe audience and makes its content easier to understand.58 Further, the broadcaster still targets critical topicsand has popular and high-quality debate and interview programs.59 Moreover, B92 is one of the few Serbian media outlets,which provide investigative journalism, with its investigativeprogram called Insider. In addition to its main radioand TV channel it also runs the cable television channel B92Info, which focuses on news and information.Overall, despite the general disappointment caused byB92’s commercialization, all interviewees stressed that comparedto other private media B92 is still the best and most crediblesource of information. Further, although many journalistshave left the station, its staff is still highly professional and welleducated. 60 The fact that the B92 Trust intends to keep the originalideology is important and the reason why the broadcasterproduces better quality than other commercial channels. 6135Ibid.36Today it is called Media DevelopmentInvestment Fund (MDIF).37Saša Mirković; AssistantMinister for Information.38Not only among all peopleinterviewed for this studybut also in studies and amonginternational experts, e.g.Julia Glyn Pickett and SimonDerry from BBC Media Action.39Matic, 2004.40Matic, 2004, p. 160.41Saša Mirković; Assistant Ministerfor Information.42Saša Mirković; Assistant Ministerfor Information.43Julia Glyn-Pickett, SeniorProgramme ManagerBBC Media Action.44Saša Mirković; Assistant Ministerfor Information.45Aleksandra Krstić; PhD Candidateat the University of Belgrade.46Saša Mirković; Assistant Ministerfor Information.47Ibid.48B92 2014a.49Ibid.50Jovanka Matic; Media Researcherat the Institute for Social Sciences.51Ibid.52Ibid.53All interviewees, see full list at theend of this chapter.54B92, 2014b.55All interviewees.56Saša Mirković; Assistant Ministerfor Information, in interview;Aleksandra Krstić; PhD Candidateat the University of Belgrade.57Result of the interviews conductedfor this study.58Aleksandra Krstić; PhD Candidateat the University ofBelgrade.59Jovanka Matic; Media Researcherat the Institute for Social Sciences;Saša Mirković; Assistant Ministerfor Information.60Jovanka Matic; Media Researcherat the Institute for Social Sciences;Aleksandra Krstić; PhD Candidateat the University ofBelgrade.61Saša Mirković; Assistant Ministerfor Information.Edition DW Akademie In the Service of the Public 165