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 Mediaa website as well as smart phone apps that provide content.Further, the broadcaster has put some effort into digitalizingits technology. For example, the television channel RTS Digitalhas existed since 2008 and the big radio studio was digitalizedat the beginning of 2014. In addition, the radio master(the module where all signals are sent to), has been digitalizedrecently. 136Achievements and ChallengesDespite the remaining problems all interviewees stated thatin the last decade RTS has achieved major improvements andthat overall the transformation process has been successful:Today, RTS fulfills the main public service broadcasting functions;the quality of its programming has constantly been improving.There is agreement that the broadcaster has a generalunderstanding of the public service mission. RTS’s staff notonly understands but mostly also intends to comply with thismandate. Further, it was stressed that the public broadcaster’sprograms, especially the news, which used to be fully controlledby the government, have become more and more balancedand objective. Also, the broadcaster provides politicaltalk shows and debate programs that give the population bothpolitical and social orientation. The programming generally ismore diversified; RTS offers a wide spectrum of genres, includingeducational, cultural and children's programs. Further, thespectrum of voices represented has widened. The fact thatRTS’s news program is the most watched and is considered themost credible news show also reveals an important success ofthe transformation process. With regard to domestic productionsRTS is the forerunner. Especially its domestic TV seriesenjoy high popularity. 137 Moreover, RTS does not suffer fromstrong political pressure anymore; it is much more independentfrom political actors than it used to be and does not favorcommercial interests. The network does not broadcast hiddenadvertising and has internal norms that determine that economicinterests are not promoted. Moreover, RTS’s journalistsmostly have a generally high level of professionalism, which inthe interviews to a large part was attributed to the extensivetraining program implemented by BBC Media Action.Nevertheless, some challenges that currently deceleratethe further transformation process of the broadcaster remain.The two main problems that RTS is facing are its financing andthe fact that it is overstaffed including all problems resultingfrom that, e.g., a lack of effectiveness and an unclear internalstructure. The broadcaster’s current dependence on state financingmakes it more vulnerable to political pressure andthus endangers its independence. Further, due to the fact thatthe RRA council suffers from political influence, the governingboard of RTS is not sufficiently independent and professional.Too often its members do not meet the criteria determinedby the law. Another problem is that despite the numerousregional offices there is a focus on the capital Belgrade andtoo few reports that address the concerns of the rural popu-lation. Moreover, RTS neither has its own training center noran ethics code regarding editorial guidelines, which guide thejournalists’ work. The major problem of the media laws beingoutdated is addressed by the currently ongoing developmentof three new media laws, to be adopted in the course of 2014.Transformation ApproachesThe research conducted for this study reveals the major problemsthat hinder RTS’s further transformation process. Accordingly,the following recommendations can be given:– The new Law on Public Service Broadcasting shouldstipulate a new financing model for RTS, which guaranteesthe broadcaster’s independence, both from politicaland from economic pressures. This model shouldensure sufficient income for RTS mainly through licensefees and advertising. RTS should not be dependenton state funding.114Matic 2012, 9.115Jovanka Matic, Media Researcherat the Institute for Social Sciences.116Djordje Vlajic, Editor-in-Chief ofRadio Belgrade 1.117Jovanka Matic, Media Researcherat the Institute for Social Sciences.118Ibid.119Birn 2013a.120Djordje Vlajic, Editor-in-Chief ofRadio Belgrade 1.121Aleksandar Djordjević, Mediaand Information Officer,Delegation of the EuropeanUnion to the Republic of Serbia.122Freedom House 2013.123Saša Mirković, Assistant Ministerfor Information.124All interviewees.125Aleksandar Djordjević, Mediaand Information Officer,Delegation of the EuropeanUnion to the Republic of Serbia.126RTS 2014.127Jovanka Matic, Media Researcherat the Institute for Social Sciences.128Aleksandar Djordjević, Mediaand Information Officer,Delegation of the EuropeanUnion to the Republic of Serbia;Aleksandra Krstić, PhD Candidateat the University of Belgrade.129Djordje Vlajic, Editor-in-Chief ofRadio Belgrade 1.130Saša Mirković, AssistantMinister for Information, ininterview ; Aleksandar Djordjević;Media and Information Officer,Delegation of the EuropeanUnion to the Republic of Serbia.131Djordje Vlajic, Editor-in-Chief ofRadio Belgrade 1.132Valić-Nedeljković 2013.133Djordje Vlajic, Editor-in-Chief ofRadio Belgrade 1.134RRA 2012.135Aleksandar Djordjević, Media andInformation Officer, Delegationof the European Union to theRepublic of Serbia.136Djordje Vlajic, Editor-in-Chief ofRadio Belgrade 1.137Djordje Vlajic, Editor-in-Chief ofRadio Belgrade 1.Edition DW Akademie In the Service of the Public 171