Media Study - Medija centar Beograd

SWOT Recommendation 2
Strength The regional system can be launched quickly and convincingly, minority programming will
be strengthened, more programme inputs for RTS, strengthened media collaboration in
the SEE-region, and more efficient use of license fee income
Weakness It can be difficult to accept that a multichannel broadcaster changes profile
Opportunity The present situation is unsustainable and there is a need to look for new solutions to RTV
Threat There is a risk that a change in status could become politically controversial
Recommendations for national commercial broadcasters
It is recommended that serious efforts are made to ensure high quality programming for broadcasters outside the
national public service system.
On top of RTS level of license fees funding is set aside for annual applications from national commercial
broadcasters to produce public service programmes as e.g. investigative, documentary, fiction, and other
genuine public service programmes.
On top of the license fees collected for RTS funding is set aside for a minority media fund governed by
professionals and supporting quality minority programmes.
Renewal of existing commercial broadcasting licenses must follow the beauty contest principle in which the
offered content is more important than the potential income for the state in terms of frequency license fees.
Very clearly defined measurable criteria for evaluations should be given to the participants in the tender with
regard to programme genres, staff and budgetary allocations to the genres, as well as procurement from
independent producers. Proven experience from e.g. news, investigative journalism, cultural programmes,
national fiction etc. should also be a weighed factor. Minimum standards may be defined.
A maximum two commercial national broadcasting frequencies with possible additional niche channels should
be tendered.
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