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 MediaRTS radio consists of four nationwide channels: Radio Belgrade1, which is the main channel – and also the second-mostlistened-to channel in Serbia – broadcasting news, current affairs,educational, cultural and entertainment programs. RadioBelgrade 2 is a cultural station, which broadcasts documentaries,religious discussions, jazz and classical music 14 hours daily(6 a.m. until 8 p.m.). Radio Belgrade 3 shares the same radiowaves as Radio Belgrade 2 and is broadcast from 8 p.m. until 6a.m. focusing on artistic music, philosophy, radio dramas andsocial and political sciences. 71 Further, Radio Belgrade 202 is directedtowards a younger audience, broadcasting short newssegments, rock and pop music, and current cultural, social andpolitical trends. As mentioned above, RTS 1 is Serbia’s televisionchannel with the highest daily reach (market share of 22%, see2.0). Further, its daily news program Dnevnik (the flagship eveningedition) remains Serbia’s most-watched news program. 72Overall it can be said that today, eight years after becominga public service broadcaster, RTS fulfills the basic public servicebroadcasting functions. In the course of around 15 years it hasdeveloped from the propaganda tool of an authoritarian regimeto a respected and professional broadcaster, whose reputationand credibility is constantly improving. 73 However RTS is still inthe middle of a complex transformation process. Its differentaspects and remaining problems as well as the agents involvedin the changes will be discussed in the following.Stakeholders in the Transformation ProcessOverall, the European Union, USAID through the InternationalResearch & Exchanges Board (IREX), the Swedish HelsinkiCommittee for Human Rights, and the OSCE have been themain players in supporting the Serbian media system. 74 However,while especially USAID has focused on private media, theEU in cooperation with BBC Media Action has concentrated onthe public broadcaster RTS.European UnionThe European Union has been a key player in developing independentmedia in Serbia, supporting projects focused on devisinga positive legal and regulatory framework, journalismtraining and improving the economic sustainability of independentmedia. The EU has invested around ten million Eurosin projects for RTS. 75 Between 2003 and 2005 it provided a newnews studio, technical equipment such as an ENG (electronicnews gathering) van for broadcasting from the street as well asextensive journalism training. Further, in 2003 a full audit andscanning of the whole structure of RTS was conducted providingrecommendations for improvement. The results, however,were never taken into account by RTS’s management. 76BBC Media ActionThe major project that RTS has benefitted from since thedemocratic changes was implemented between May 2007 andNovember 2009 by BBC Media Action, with EU funding. Ac-cording to BBC Media Action, the project, called “Technical Assistanceto RTS, Serbia”, had a very positive impact on RTS andis considered one of BBC Media Action’s flagship projects. Theproject’s primary objective was to assist RTS, through training,in its transformation process. The focus was on the improvementof the journalistic output, particularly the quality ofnews and current affairs programs in TV and Radio Belgrade1 and Radio 202. For this purpose, BBC Media Action providedtrainings in three major areas: (1) Journalism skills: Improvementof craft skills at RTS within the TV and radio newsgatheringteams; (2) production skills: Improvement of technicalskills both within the newsgathering teams and at the TV studios;(3) management skills: Improvement of the capacity ofeditorial managers to produce focused, participatory and costeffectiveoutput, which responds to audience needs; as well asenhancing wider managerial know-how and financial systemsat RTS. 77 Prior to the implementation of the in-house trainingprogram the key training needs as well as the key stakeholdersfrom across the organisation were identified.Over the 30-month lifespan of the project, BBC Media Actionmanaged to train more than 100 journalists across TVand radio and more than 100 production and technical staff. 78In addition to the journalism and news editor courses, whichincluded practical exercises, on-the-job mentoring was partof the project. That means that mentors were present in theworkplace, able to give direct feedback and provide continuousconsultation on the whole production process of the programs,including planning, editorial meetings, going out onstories, workflows of newsrooms, managing the process ofnews as well as HR selection of staff. 79 Moreover, through studyvisits the project aimed to raise awareness of best practice atpublic service media across Europe.62Aleksandar Djordjević; Mediaand Information Officer,Delegation of the EuropeanUnion to the Republic of Serbia.63Milutinović, 2011.64Ibid. p. 115.65Ibid.66Ibid.67Milutinović, 2011,. 117.68Ibid., 126. As mentioned already,another regional public servicebroadcaster for the Northernprovince of Vojvodina (RTV)was established as well.69Matic 2012; Saša Mirković;Assistant Minister for Information.70RTS digital started in 2008 as anexperimental channel testingdigital broadcasting.71Djordje Vlajic, Editor-in-Chiefof Radio Belgrade 1, in interview72All interviewees.73Ibid.74European Commission 2009;final report of the major BBCMedia Action project “TechnicalAssistance to RTS, Serbia”implemented with EU funding;document provided byBBC Media Action.75Aleksandar Djordjević; Mediaand Information Officer,Delegation of the EuropeanUnion to the Republic of Serbia.76Ibid.77European Commission 2009.78Ibid., 3.79Simon Derry , Regional Directorat BBC Media Action.Edition DW Akademie In the Service of the Public 167