EBU Members identified institutional and editorial independence, financing, technology and modernization as the key difficulties for public service media (PSM) in emerging democracies in the Western Balkans and Eastern European countries.

In a discussion led by Members of the EBU attending an International Journalism Festival in Perugia, Italy (15-19 April), conference goers also heard that PSM in developing democracies "encounter extreme political pressure," which is difficult to resist.

Panelist Radka Betcheva, who leads the EBU Partnership Programme (EPP) which supports Members in transition, said this targeted pressure "negatively influences content and undermines audience trust."

“In terms of the overall global social and technological changes, eastern PSM are exposed to even greater strain,” Ms Betcheva said. “They must complete the transformation from state media to genuine public service broadcasters. This step-by-step process requires determination, encouragement and external practical support. The EPP provides assistance through a variety of programmes and we are seeing positive results. But there is still much to be done.”

The panel, moderated by RAI (Italy) journalist Eva Ciuk, also included EBU former Vice-President Claudio Cappon, Mentor Shala, Director General of RTK and Oliver Vujovic, Secretary General of South Eastern Media Organization (SEEMO).

“Alliances with partners are crucial and could support this process, because PSM is important for the democratic processes in these countries,” Mr Cappon added.

“They shape national values and develop robust citizenship," he said. "The need for reform is urgent and it is the only way forward for the new media eco system. Innovation needs to surface not only in programming, but also in management and organization.”