The improvement and development of the media scene in Montenegro are imperative and the determination of this Government to complete what the previous three failed to do, namely the adoption and harmonization of the media strategy and set of media laws is highly welcomed. The aforementioned adoption of the law has been expected for a long time, and it is crucial to take concrete actions now to ensure that the media legislation reflects the contemporary needs and challenges of the media environment. All this intends to strengthen media freedom, transparency, and democratic principles in Montenegro. An additional motive for the completion of this work is the importance of this process to end the negotiation process with the EU.
However, we note that the media strategy and laws proposed by the Directorate for Media have already been overcome and that, unfortunately, the Directorate remained in the past, and even in the prepared drafts of the law, it did not take into account some of the recommendations of experts that were pointed out by international partners. That is why it is pitty that the Ministry of Culture and Media did not use the opportunity to take into account constructive suggestions that emphasize the need for a proactive approach and monitoring of trends, especially considering the rapid technological development and its impact on the Montenegrin media.
That is why we hereby point out to the Ministry of Culture and Media the changes that numerous countries in Europe have already introduced in their legislation, and which the Directorate for Media must take into account. Thus, some countries have already introduced regulations requiring clear labeling of content generated by artificial intelligence. In many European countries, distributors of smart TVs are required to have integrated platforms for receiving TV signals from broadcasters with national coverage. We also point out that states are increasingly introducing taxation of companies like Netflix, aiming to commit them to invest a certain part of the income from the state’s territory in the domestic film industry. Additionally, through taxation or legal norms, social networks are forced to respect professional standards or cooperate with the state in the fight against fake news, hate speech, or data privacy protection. Regulators for audio-visual media are given greater powers in line with technological development.
These are some of the very important measures that should be an integral part of the new set of media laws if we want to work on improvement of the situation in the media adequately and in accordance with the European standards and contemporary trends that we simply have to follow. However, in Montenegro, we are unfortunately dealing with issues that have been overcome but are forced by various interest groups, and which, bearing in mind the technological development and trends that have been mentioned, will not properly contribute to the development and progress of the media scene, which is necessary.
Therefore, we once again invite Minister Tamara Vujović, who has shown determination to tackle the accumulated problems, to review the work of the Directorate, and carefully consider the mentioned suggestions aimed at adapting the media legislation to rapid technological changes and addressing new media formats and platforms. This is crucial for the creation of a sustainable and progressive media environment in Montenegro, which will support innovation and provide journalists and media companies with the necessary framework for work in the digital age, and ensure a sustainable and democratic media environment that serves the interests of the public.
Amina Murić, Development and Communication Coordinator
