Media Study - Medija centar Beograd

3.6 RECOMMENDATIONS FOR PUBLIC MEDIA SUPPORT
Background
The Serbian approx 60% of public funding vs. 40% of commercial revenues (2008, 2009) for public service media
corresponds to the European average proportions.
The dual system of public service media financing is in accordance with best EU practices. The existing limitations
for commercial broadcasting, stipulated by law, represent an acceptable compromise of coexistence of public
service and commercial broadcasting on the market, in accordance with European benchmarks.
The relative level of license fee (to GDP per capita) in Serbia is among the lowest in the European countries.
However, this seems to reflect the lower prices in Serbia. Despite the fact that with growing prosperity a new basic
level of fee should be discussed, there is an obvious threat in the lack of efficiency of the collection of license fees,
decreasing to that level which does not allow for public service broadcasters to operate properly.
Efficiency of collection of public receiving license fees should be enhanced. This is mandatory for the survival of a
fully formatted, independent, high profile public service broadcasting in Serbia.
A systematic solution in public media financing would open a sustainable way of their acting in Serbia. It requires a
wide public agreement on political as well as citizen levels. If this work-in-progress project would succeed, it would
create a positive example for further solutions in different fields.
Public financing of minority media run directly under the National Minority Councils should be seized in its present
form and emphasis should be given to secure quality minority programmes and articles in mainstream media.
Preparation of digitalization is a complex process, comprising digitalization of contents (incl. selected archives),
production, handling and distribution facilities and technologies. There has to be a fact based financial plan
elaborated to foresee required injections and ad hoc investments, which is unlikely to be covered by license fees or
commercial revenue of RTS and RTV.
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