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MEDIA SUSTAINABILITY INDEX 2019 Tracking Development of Sustainable Independent Media Around the AT A GLANCE GENERAL MEDIA-SPECIFIC ▶▶Population: 2,118,945 (July 2018 est. CIA ▶▶Languages (% of population): Macedonian ▶▶Number of active print outlets, radio ▶▶Newspaper circulation statistics: Sloboden World Factbook) (official) 66.5%, Albanian 25.1%, Turkish 3.5%, stations, television stations, Internet pečat – 12,800, Večer - 7900, ▶▶Capital city: Romani 1.9%, Serbian 1.2%, other 1.8% (CIA news portals: Print: 5 dailies, 4 weeklies, 29 – 7000, – 7500, Koha – 5000 World Factbook, 2002 est.) other periodicals (Registry kept by AVMS); (figures refer to print circulation, figures on ▶▶Ethnic groups (% of population): Macedonian 64.2%, Albanian 25.2%, Turkish ▶▶GNI (2017 - Atlas): $10.17 billion ( Television: 53 TV broadcasters (AVMS sold copy unavailable) 3.9%, Romani 2.7%, Serb 1.8%, other 2.2% Development Indicators, 2017) Registry) – Public broadcaster MRT (5 ▶▶Broadcast ratings: Sitel TV – 24.46%, Kanal channels), 5 DVB-T national broadcasters, (CIA World Factbook, 2002 est.) ▶▶GNI per capita (2017 - PPP): $14,680 (World 5 TV – 13.51%, AlsatM TV – 5.56%, Telma 8 national cable and satellite TV stations, 10 TV – 2.85%, TV24 – 2.81%, Alfa – 2.42%, 1TV ▶▶Religions (% of population): Macedonian Bank Development Indicators, 2017) regional cable TV stations, 10 regional DVB-T – 1.09% (Nielsen ratings, received through Orthodox 64.8%, Muslim 33.3%, other ▶▶Literacy rate: 97.8% (male 98.8%, female TV stations, 20 local cable TV stations; Radio national Joint Industry Committee) Christian 0.4%, other and unspecified 1.5% 96.8%) (CIA World Factbook, 2015 est.) stations: 71 radio stations (AVMS Registry) – ▶▶ News agencies: MIA, (CIA World Factbook, 2002 est.) ▶▶President or top authority: President Gjorge Public Radio MRA (3 channels), 3 commercial Ivanov (since May 12, 2009) national radio broadcasters, 17 regional radio ▶▶Annual advertising revenue in media stations, 50 local radio stations; Internet news sector: est. €31.5 - 35M - TV 57%, Radio portals: approximately 80 (estimate based on 5.7%, Out of Home 22.8%, Print 2.8%, coverage of largest news aggregator) Digital 11.5% (Google and Facebook control approximately 50% of the digital advertising spending) – Estimate by Macedonian Association of Marketing Agencies.

MEDIA SUSTAINABILITY INDEX: NORTH MACEDONIA SCORE KEY Unsustainable, Anti-Free Press (0–1): Country does not meet or only minimally meets objectives. Government and laws actively hinder free media development, professionalism SUSTAINABLE is low, and media-industry activity is minimal.

Unsustainable Mixed System (1–2): Country minimally meets objectives, with segments of the legal system and 2.68 NEAR government opposed to a free media system. Evident progress 2.46 2.44

SUSTAINABILITY in free-press advocacy, increased professionalism, and new 2.32 2.19

2.18 2.17 media businesses may be too recent to judge sustainability. 2.04 1.97 1.94 Near Sustainability (2–3): Country has progressed in meeting 1.77 1.76 1.76 1.74 1.70 1.66

1.61 multiple objectives, with legal norms, professionalism, and the 1.62 1.54 SUSTAINABILITY 1.53 1.49 1.47

1.44 business environment supportive of independent media. Advances MIXED SYSTEM 1.38 1.37 1.36 UNSUSTAINABLE 1.29 1.27 1.26 have survived changes in government and have been codified in

1.06 law and practice. However, more time may be needed to ensure that change is enduring and that increased professionalism and the media business environment are sustainable. 2018 2019 2014 2015 2016 2017 2018 2019 2014 2015 2016 2017 2018 2019 2014 2015 2016 2017 2018 2014 2015 2016 2017 2018 2019 2014 2015 2016 2017 2019 UNSUSTAINABLE ANTI-FREE PRESS Sustainable (3–4): Country has media that are considered FREE PROFESSIONAL PLURALITY OF BUSINESS SUPPORTING generally professional, free, and sustainable, or to be approaching SPEECH JOURNALISM NEWS SOURCES MANAGEMENT INSTITUTIONS these objectives. Systems supporting independent media OBJECTIVES have survived multiple governments, economic fluctuations, and changes in public opinion or social conventions.

Scores for all years may be found online at https://www.irex.org/msi n 2018, the Agreement formally changed The economy of North Macedonia had another slow year. OVERALL Macedonia’s name to the of North Macedonia, With a 2.5 percent growth in 2018, it was well below the 4.5 SCORE a culmination of negotiations with to resolve the to 5 percent growth rate generally necessary for economic 27-year dispute over Macedonia’s name, which has stood progress and improved living standards. The center-left as a barrier to the country’s efforts to integrate fully with government did increase minimum wage on a national level 2.26 the and with NATO. Foreign ministers and introduced new programs for several vulnerable Isigned the agreement on June 17 and the country’s parliament groups. ratified it on June 20. For the second year in a row, The media market remains overcrowded, although it North Macedonia’s MSI scores North Macedonia saw several other political developments experienced some movement towards reduction. A number of showed increases across all over the past year. Political party members involved in the broadcast media, specifically those broadcasting at local and objectives, which is reflected failed coup d’etat on April 27, 2017 were brought to trial, regional levels, ceased operations. as were several high-ranking officials from the previous in its higher overall score for The MSI panelists generally held that the situation with government. Former Prime Minister Gruevski was the 2019 edition. While the media freedom and freedom of expression is much improved, involved in serious corruption and received a two-year country remained the “near as evidenced by the increasing average MSI score of this prison sentence for a case surrounding his procurement of sustainability” ranking with this objective over time. The government’s “Plan 18,” adopted in a new armored limousine by abuses of office. However, he year’s study, panelists noted that November 2018, delineated urgent national reforms but did never saw the inside of a cell, as he escaped to in the country’s slow economic not include any of the long-awaited and much-needed media November. He received political asylum from Hungarian Prime growth, crowded media market, reforms — effectively pushing them to the sidelines. However, Minister Viktor Orban. and competitive advertising before the end of the year, the government elected to market present significant The two sets of events collided, as the government could not introduce a subsidy program for print media. And on the last challenges to sustainability secure the two-thirds majority to change the or working day of 2018, parliament adopted the Law on Changes and quality of journalism implement the name change unless it granted amnesty from and Amendment to the Audio and Audiovisual Media Services, throughout the country. While prosecution for the party members involved in the April coup which covered primarily the composition and the manner of the government has largely attempt. Civil society organizations and the majority of appointing members to the Agency for Audio and Audiovisual adhered to its commitment not who were active in the “Motley (Colorful) Revolution” cried Media Services and the Programming Council of the public to interfere in the media sector, foul, arguing that European integrations are worth nothing in service broadcaster. the continued rise in prominence the absence of the rule of law. Their objections were in vain. of news from social media also brings a slew of negative factors, including , filter bubbles, and disinformation.

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asd 1 OBJECTIVE 1: media outlets are able to finance and maintain either Council of Media Ethics of Macedonia , keeps a FREEDOM OF 2.44 national or international correspondent networks. voluntary registry for online media outlets. SPEECH Additionally, most media cannot afford to pay the Print media are given reduced value-added tax fees for major international wire services or news (VAT) rates. But otherwise, the government does not The discussion of media reforms has taken a agencies. Their coverage of foreign affairs usually offer special benefits to media companies. backseat to foreign affairs and the prosecution depends on the reports by major international media Restrictions are in place for preventing media of former government officials for corruption and available on the Internet. ownership concentration. These regulations ban abuses of office. Still, civil society media groups, Licensing in North Macedonia applies to high-ranking political figures, political parties, and organizations in related fields, and professional broadcasting only. Actual licensing policies have journalism associations remain focused on these traditionally been ultra-liberal, which has contributed media sector issues. to an overcrowded and unsustainable broadcast Legal and social norms protect and promote sector. More than 50 television stations and 70 radio free speech and access to public information. Panelists have long considered the country’s stations compete in a market of nominally 560,000 FREE-SPEECH INDICATORS media legislation good quality, in line with relevant households — in one of the weakest economies in ▶▶Legal and social ▶▶Libel is a civil law issue; international standards. However, their general . The less strict licensing process for non-ter- protections of free public officials are held perception is that implementation is lacking and restrial broadcasting means that new companies speech exist and to higher standards, often depends on the will of political centers of continue to enter the market as satellite or cable are enforced. and offended parties must prove falsity power. Participants in the ongoing reform debate broadcasters, further pressuring North Macedonia’s ▶▶Licensing of broadcast and malice. have identified several areas in the 2013 Law on already oversaturated media market. media is fair, competitive, and apolitical. ▶▶Public information Audiovisual Media Services and the Law on Media Panelists said that North Macedonia’s media is easily accessible; that need serious intervention. Lawmakers must regulatory body remains unreformed and politically ▶▶Market entry and tax right of access to ensure that the regulations are in line with interna- dominated, in spite of all proposals advocating for structure for media are information is equally fair and comparable tional standards and existing EU directives, and transforming the regulator into a truly independent enforced for all media to other industries. and journalists. that they address issues pertinent to the welfare institution. Stole Naumov, editor at Radio, ▶▶Crimes against ▶▶Media outlets have and sustainability of the media sector in North said deliberation on license distribution may depend journalists or media Macedonia. on factors other than mere legal requirements unrestricted access outlets are prosecuted to information; this is The government has largely stayed true to its and criteria. “Two studies to determine the need to vigorously, but equally enforced for all pledge that it will not interfere in the media sector or allocate new national TV licenses, conducted half a occurrences of such media and journalists. crimes are rare. with editorial policies. According to the panelists, the year apart, yielded totally opposite conclusions. As if ▶▶Entry into the situation is much improved compared to the rule of the market could change that much over that period ▶▶State or public media do journalism profession not receive preferential is free, and government the previous government. But the restored freedom of time,” he said. legal treatment, and has yet to translate into increased confidence in Print media are subject to mandatory imposes no licensing, law guarantees editorial restrictions, or special the media and journalists. A recent IPSOS survey registration, which the audiovisual regulator . rights for journalists. showed that North Macedonia’s public is divided manages. Online media have no registration almost evenly, with slightly more than 50 percent procedures, due to the media community’s of citizens polled believing that the media are vehement opposition and fears that such power 1 At the time the MSI was conducted, none of the local organi- independent. could be abused as another instrument of control. zations mentioned throughout this chapter with “Macedonia” in The media offer news on local and international Panelists did note that the self-regulation body, their names had made any modifications to reflect the change in country name. As a result, IREX is maintaining the use of affairs but focus on the national political scene. Few “Macedonia” in that context.

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holders of public offices from owning or holding and economic situation, few outlets can afford any transform the Commission into an independent shares in media companies. Some panelists believe prolonged litigation. agency that will be able to sanction violations. that such bans are of little use as they are easily The same improvement can be said with regard The public broadcasting service, Macedonian circumvented through proxy owners. Panelists also to access to public information. In fact, the new Radio and Television (MRT), has nominal legal noted that the general public is usually aware of government has adopted a new policy of almost protections for editorial independence. Panelists who the real owners are in cases when various radical transparency, declassifying documents agreed that MRT has a major problem with forms of proxy ownership are used. that were kept confidential by its predecessors. independence: political parties consider MRT part Journalism is an open profession, and anyone Journalists now have tools to check on the personal of the “winner’s loot” of election. MRT has been can work as a journalist without registration or expenses of public officials and cabinet members. chronically underfinanced and unable to fund all its licensing. However, the media community tends to Panelists noted that journalists do not use their programming obligations. divide itself into journalists from traditional media access to information rights enough, largely due to MRT has also found itself in limbo, awaiting and from new online media — seen by many as not the demands of the 24-hour news cycle. the adoption of the new audiovisual legislation. proper. Panelists said that online media cause unfair The changes will apply to the selection process and unwanted competition in the ever-shrinking “In addition to delays, media are not of its steering and managing bodies. Controversy advertising market. North Macedonia’s existing has arisen on the decision to allow the incumbent, political divisions, the current climate of “fake news,” mentioned at all in the government’s politically-dominated Programming Council (MRT’s and the influx of propagandists and public relations ‘Plan 18’ that delineates future reform governing body) to re-elect the incumbent director experts into the journalistic sphere all lead to efforts necessary for [North Macedonia’s] general for a new term in office. He has always been periodic calls to action, such as requiring some form perceived to be a soldier of the former ruling party. of licensing for journalists. Euro-Atlantic integration processes,” said Panelists noted that informational and news The improvements in the media environment Dragan Sekulovski programming reflects the unresolved legal state of have carried over into journalist safety. Panelists media. “The current team at MRT does everything in praised recent efforts to investigate and prosecute Panelists also mentioned that access to its power to demonstrate a balanced and impartial perpetrators in cases of attacks against journalists. information is much worse at the local level, with approach,” explained Vesna Nikodinovska, a media But panelists also said that they are not satisfied municipal administrations decidedly more closed expert from the Macedonian Institute for the Media. with the slow pace of investigations, and they to the media and the public in general. Lawmakers “However, it lacks a professional staff, technical staff lamented the emergence of solidarity among have an initiative underway that changes freedom and equipment, as well as a simplified bureaucratic prosecutors and suspects when security and of information legislation and prevents information procedure so it could create a functioning system.” enforcement agencies are the accused. holders from delaying the release of requested The panelists reacted strongly to the delays in For a number of years, defamation has not information and waiting for the mandated 30-day adoption of the proposed changes to the Law on truly been used as an instrument against freedom deadline to expire. Stakeholders are also discussing Audio and Audiovisual Media Services. Parliament of expression. The number of new cases has been giving appropriate oversight functions to the members submitted the proposal in February 2018, dropping consistently, and courts have improved Commission on Freedom of Access to Information, but the opposition blocked parliamentary debate in their procedural practices and the application of to ensure that it will be able to enforce its decisions committee. They used the proposal as a bargaining both national law and international standards. Still, on demands to release information. For example, chip to secure the necessary two-thirds vote on defamation cannot be completely eliminated as at the moment the Commission cannot sanction the and end the long-standing a potential threat, especially in SLAPP (strategic violations itself and can only file cases to the dispute with Greece. The changes to the Law on litigation against public participation) cases. Administrative Court. However, changes to freedom Audio and Audiovisual Media Services were finally Because of the media sector’s vulnerable financial of information legislation that is in the works should adopted on the last working day of the year.

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Panelists said that the government seems of Principles on the Conduct of Journalists. With do not have the financial means to run foreign willing to stay out of the media sector, but also the exception of MRT, which is legally required to correspondent networks or cover the fees of seems less dedicated to the media reforms outlined adopt internal codes of ethics and conduct, no international news and wire services. The same in the so-called Priebe Report, in which the other outlets have developed such rules for their problems occur with the ever-popular celebri- European Commission’s Expert Group addresses journalists. ty-focused stories. Many journalists do not even systemic rule of law issues, and the EU’s Urgent In addition to the Council of Media Ethics, attempt to sue for copyright infringement, out of Democratic Reforms documents, with media ranking the Association of Journalists of Macedonia’s some sense of misplaced solidarity or because high on the list of priorities. “In addition to delays, Council of Honor reviews complaints about profes- they consider it a waste of time, according to the media are not mentioned at all in the government’s sional ethics and standards. The other association panelists. ‘Plan 18’ that delineates future reform efforts of journalists, the Macedonian Association of Panelists did note an initiative led by the necessary for [North Macedonia’s] Euro-Atlantic Journalists (MAN), has neither internal codes nor a Independent Trade Union of Journalists to address integration processes,” said Dragan Sekulovski, body to review complaints about unethical conduct copyright infringement. The union helps photojour- executive director of the Association of Journalists. and violations by its members. Panelists mentioned nalists by sending invoices to all entities that have a case in which one MAN member incited sexual used their photos without permission or compen- OBJECTIVE 2: assault against a foreign female reporter whose sation, with a threat to sue. Most parties on the PROFESSIONAL 1.97 reporting he did not like, and the association simply receiving end of the campaign have quickly JOURNALISM responded that its members “have no constraints complied, and the union is now contemplating and can say and write what they want.” similar action for articles. North Macedonia’s media could not escape the According to panelists, journalists are often challenges that come with the 24-hour news held hostage by the editorial policies of their Journalism meets professional cycle, the digital revolution, and the need to be respective outlets. “The biggest threat to profes- standards of quality. fast and first. Because financial constraints have sional standards and journalism quality comes from resulted in newsrooms constantly downsizing, the relations between the owners and the editors,” PROFESSIONAL JOURNALISM INDICATORS reporters struggle to find time to report any said Marjan Nikolovski, a journalist with the national ▶▶Reporting is fair, ▶▶Entertainment deeper than recapping an event. Inadequate broadcaster Sitel TV. “There are many examples objective, and programming does finances also mean newsrooms cannot fund where senior editors, in an attempt to preserve the well sourced. not eclipse news and information fact-checking departments. Still, reporters do benefits of the position they hold, turn themselves ▶▶Journalists follow programming. their best to fact-check or get expert opinions on into a service for the owner of the media outlet and recognized and accepted ethical standards. ▶▶Technical facilities the issues they cover. A handful of investigative not as a service for the general public.” and equipment for reporting operations, funded by foreign donors, Print media do pay attention to properly ▶▶Journalists and editors gathering, producing, have the means and time to properly fact-check marking advertorial content. The line is far more do not practice and distributing self-censorship. and consult experts. While some of these are blurred for online media. Distinguishing between news are modern and efficient. traditional media outlets, the majority are Internet advertorial and editorial content usually depends ▶▶Journalists cover key events and issues. sites. on whether staff and reporters have experience in ▶▶Quality niche reporting and programming traditional newsrooms. ▶▶Pay levels for journalists and other media exists (investigative, The Code of Journalists of Macedonia governs Plagiarism remains an issue, and accusations professionals are economics/business, journalists’ behavior. The self-regulatory body, the are constant — especially against online media sufficiently high to local, political). Council of Media Ethics of Macedonia, follows the and news aggregators. Content is often taken discourage corruption. International Federation of Journalists’ Declaration from foreign news sources because most media

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According to the panelists, self-censorship Low wages in the media industry remains a and the market on those seems to be cornered remains a problem for many journalists. The huge problem. At an estimated average of €300 by two or three leading TV stations. Leading TV precariousness of their employment is a powerful ($340) per month, journalists’ salaries are about stations also tend to slot their main daily newscasts instrument of pressure. The law on media offers 75 percent of the national average salary. Many between two popular telenovelas to ensure that the legal protection for journalists that are pushed into journalists from traditional media run their own audience will stay on the channel for the newscasts, reporting an issue from a certain point of view or online media outlets on the side, hoping to attract too. However, most viewers in North Macedonia urged to not cover an issue. But panelists knew of some advertising and supplement their monthly use national TV broadcasters for news, political no recorded instances of journalists invoking that income. Top editorial positions, however, command talk shows, and political panel programs, and as a legal right or seeking protection for invoking the much higher salaries than the national average. result, TV stations tend to dedicate a high portion of right. Panelists said similarly high salaries are paid to a their prime-time slots to this type of programming. Panelists said that owners are considered the number of propagandists-for-hire that hold senior Therefore, entertainment never truly established greatest threat and are the force behind self-cen- editorial positions at a number of media outlets. dominance over news and information. sorship. Most owners are far more concerned about According to panelists, the financial situation is their other business interests—which their media worse at local and regional media, with journalists “The biggest threat to professional outlets exist to support. paid even below the minimum wage if they are Media cover all the key events in the country. hired on service contracts. In these situations, standards and journalism quality comes In 2018, outlets were focused on the national reporters are expected to supplement their wages from the relations between the owners and political scene, the ramifications of the trials of with a percentage of advertising income they the editors,” said Marjan Nikolovski. “There former high-ranking officials, the agreement over manage to bring to the outlet. the name dispute with Greece, and the subsequent Given the precarious nature of employment in are many examples where senior editors, in referendum on the agreement. The media journalism, the media sector has seen an exodus. an attempt to preserve the benefits of the also extended coverage of the demonstrations An analysis of employee numbers for 2018 is not position they hold, turn themselves into a by nationalist activists protesting the Prespa available at of this writing, but the Analysis of the Agreement. Panelists mentioned several cases in Labor Market in the Broadcasting Industry for 2017, service for the owner of the media outlet and which journalists, perceived as having a pro-gov- prepared by the Agency for Audio and Audiovisual not as a service for the general public.” ernment or leftist bias, were harassed and Media Services (AVMU), shows that the number of verbally abused. Such abuse is frequent on social broadcast industry employees has dropped almost All major broadcasters (terrestrial, cable, and media, coming from all societal groups in North 10 percent compared to 2016, partly due to eight satellite) dedicate a major segment of primetime to Macedonia. broadcasters closing. When statistics are available, newscasts and political panel/debate shows. They Few media have the means to finance analysts expect to find that this trend continued in average 10 to 15 percent of total airtime. Citizens permanent correspondent networks, whether 2018 in the broadcasting industry and across the of North Macedonia also have a plethora of other abroad or in the country. However, they do manage board in media market segments. online news sources available, ensuring access to send teams of reporters to most or all important Despite these financial problems, citizens of wherever and whenever needed. Social networks events taking place outside of the capital city of North Macedonia have access to a variety of news have grown into a major source of news for citizens Skopje. The quality of coverage differs between and information sources. Foreign TV channels, of the country, trailing only television. national media and local media¬ — which have available through various cable providers, have The panelists noted that an abundance of fewer resources and tend to focus on coverage of attracted a significant audience in North Macedonia. news outlets does not mean a great variety of local affairs. Many panelists complained that outlets The most viewed programs on TV channels in the news. Most outlets tend to present the same lack news to even fill a proper newscast. country are Turkish telenovelas and soap operas, news item, often produced by a news agency.

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Slobodanka Jovanovska, the editor-in-chief of the OBJECTIVE 3: consequence is that our journalism is, for the better daily newspaper Nezavisen vesnik, commented on PLURALITY 2.46 part, one-dimensional.” sharing of material. “Usually you see a small number OF NEWS Blogs are not really considered news sources, of journalists at an event, and then there will be although members of the journalism community reports published in more than 100 media outlets,” North Macedonia has never had problems tend to use “blogger” for all new online actors she said. with media pluralism, in terms of the number without experience in traditional media. On Media throughout North Macedonia are of outlets. The sector includes more than 50 the other hand, social media is growing as a technologically on par with their colleagues abroad. TV broadcasters at the national, regional, and main source of news, especially for the younger Some outlets might find it hard to replace outdated local levels; in excess of 70 radio stations; six generation. Television still leads the way overall, but equipment or acquire improved technologies. daily newspapers; and numerous online news it is quickly losing ground. The rise in prominence However, as costs for technology are reduced, sites of varied size and seriousness. However, of news from social media also brings a slew of outlets can keep up with trends, especially in that multitude of news sources still has not negative aspects — fake news, filter bubbles, and online and print media. Several panelists noted translated into a pluralism of views, positions, disinformation. that quite a few media have not adapted their or ideas. While few outlets have a formal Citizens in North Macedonia have access to all content format from legacy media to the online affiliation with a political party, media in North sorts of media, foreign and domestic. Macedonian world, eschewing multimedia formats and treating Macedonia nonetheless have learned that it is newsstands offer a variety of international press, their web presences only as digital versions of best to be close to the government. Many outlets, mostly from the neighboring countries, plus some their newspaper or broadcast. They added that including those that previously were staunch prominent international weekly magazines. Cable media outlets in North Macedonia rarely have the supporters of the previous government, have and Internet protocol television operators offer a technical staff necessary to perform some newer re-aligned editorial policies in favor of the current huge variety of channels in their catalogues. forms of journalism, such as data journalism or government. Several foreign-owned media, Panelists did say that access is somewhat computer-assisted reporting. including a television station and a number of different in rural areas and smaller towns, where Niche and specialized reporting has suffered in online news sites, now support the opposition. offerings at newsstands may be somewhat limited. recent years, due to shrinking newsrooms and Generally, smaller do not have cable limited time to allow staff to specialize. At larger Panelists pointed to the problem of media tending services, so they can watch only television channels traditional media outlets, journalists still can to reduce all pluralism—including ethnic, linguistic, that broadcast over the digital terrestrial multiplexes. specialize in topics such as politics, economics, socioeconomic, and cultural representation in their MRT found itself facing uncertainties in 2018. sports, or culture. But increasingly, all reporters are coverage--to the several leading political parties The decision to eliminate the broadcasting tax expected to cover whatever topic comes their way. and coalitions represented in the Parliament. The significantly cut MRT’s budget, and it now lacks Major broadcasters maintain some programming panelists added that the opposition gets more financing for all of its functions. It also expects specialized in business and economics. For most than its fair share of air time now, in comparison to get a new governing and managing bodies, online media, such specialization is rarely possible. to previous years. While MRT is obligated to pay which should continue the work on reforming it Often these outlets have small newsrooms with just attention to full diversity in North Macedonia, into a proper public service broadcaster. Although a handful of people. other media tend to ignore it. “The media are not panelists said that recently MRT has made an really a public forum for the free transmission and effort to remain neutral, the general public still circulation of information and the views of different distrusts MRT as a result of it essentially acting as a social groups,” said Sefer Tahiri, a professor at government mouthpiece for years. the School of Media and Communications at the Despite insufficient funding and lack of Southeast European University in . “One support, the MRT manages to largely perform

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its duties to educate, entertain, and inform. some local news, but rely on the national media However, foreign donors have invested heavily in This includes fulfilling its obligation to provide and Internet sources for national or international the efforts to produce diverse offerings — especially the cultural and educational programming and coverage. A number of online news sites produce content that is in line with the need for democratic content that private broadcasters might not offer their own news and information, but a great development in North Macedonia. Panelists noted because it is not commercially viable. However, majority rely on already-published content from a national television broadcaster and several online panelists did agree that a major intervention other sources, both domestic and foreign. news outlets in North Macedonia are now owned is necessary. “The public service broadcaster The government regulates ownership by two Hungarian nationals who are perceived as needs to be strengthened with new professional transparency for broadcast media and print media. important cogs in the machinery that ultimately personnel that would allow it to dictate the trends Both are legally required to publish this information helped the ultra-conservative and xenophobic and to lead with higher standards of quality in and register with the audiovisual regulatory government currently in power in Hungary to information, documentary, educational, and cultural body. On paper, North Macedonia has very strict establish control over Hungarian public service programming,” said Vesna Nikodinovska from the limitations on the ownership of broadcast media media and large swaths of privately-owned media Macedonian Institute for the Media. by political parties, politicians, and other holders in that country. Panelists concluded that domestic news of public office. However, the formal obligations for agencies account for the bulk of reporting available. transparency of ownership can be circumvented North Macedonia has two news agencies: the easily, especially for those outlets tied to political The media are not really a public forum for state agency Macedonia Information Agency (MIA) parties or figures through proxy owners. According the free transmission and circulation of and the privately owned Makfax. Additionally, to the panelists, citizens have always had a great information and the views of different social the country has several self-styled online news degree of understanding on who the “real” owners agencies, but they function more as regular online are, and they can draw conclusions on any possible groups,” said Sefer Tahiri. news sites. After the change of government, MIA editorial slant. came under new leadership and has worked The limitations on horizontal and vertical According to panelists, the ownership situation to expand its services by offering video and cross-ownership in the broadcasting sector means in online media is far more problematic. Many photography. Makfax, too, has moved into the that North Macedonia has no large consolidations small operations, usually with strong political or production of video content. According to panelists, in its media sector. Unfortunately, those limitations ideological views, do not publish owner information. their services are not expensive, but many smaller have resulted in the current overcrowded media In some cases, the ownership is tied to known tax local outlets and most online media cannot afford market. While several major national TV stations shelters in foreign countries. Often these issues their services. are owned by businesspeople and corporations are used as arguments for why online media need International news agencies are out of reach with diverse business interests and portfolios, mandatory registration, similar to what is already in for most outlets. According to panelists, only most media are privately owned and usually by place for print media. national TV stations can freely afford their services, a single owner. Panelists said that they find this Panelists said that diverse interest groups and even then, some choose not to subscribe. situation untenable. “Either they give the regulatory throughout North Macedonia are represented in Commercial media produce their own news body greater powers of investigation into the true the media, albeit to varying degrees. The ethnic and take care to be present at all key events. They ownership and powers to sanction those who divisions in the country are reflected clearly in also recognize the importance of political panel violate those provisions,” proposed Naumov. “Or, numerous national, regional, and local media shows and debate programs. They reliably attract we should probably liberalize both ownership rights offered in the Macedonian and Albanian languages. advertisers, and as such, broadcasters air them in and the ability to own more than one broadcast Media in other languages are also available in areas the best primetime slots. The situation is somewhat media outlet.” that have larger concentrations of their respective different for local and regional media. They produce Foreign ownership is not all that common. ethnic populations.

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Multiple news sources provide citizens tied to major state universities. However, in 2018 as businesses,” said Sefer Tahiri of Southeast with reliable and objective news. North Macedonia got its first religious community European University in Tetovo. radio outlet. Private broadcast media in North Macedonia PLURALITY OF NEWS SOURCES INDICATORS The panelists said the Internet has become the report that more than 90 percent of their revenue ▶▶A plurality of affordable ▶▶Independent broadcast great equalizer even with the aforementioned comes from advertising sales, and advertising public and private media produce their disparities between national media, regional media, is restricted to 12 minutes per real hour of news sources (e.g., own news programs. 2 print, broadcast, and local media and their capacities to cover their programming. As a result, outlets are fighting Internet) exists. ▶▶Transparency of media respective markets. “There is no way one can hide for the limited advertising revenue available. ownership allows some information in [North Macedonia] or limit the Advertising industry professionals estimate the ▶▶Citizens’ access consumers to judge to domestic or objectivity of news; ability of citizens to get the information they need,” amount to be somewhere between €15 and €35 international media media ownership is Nikolovski said. “There are simply too many media million ($17 million and $40 million), though there is is not restricted. not concentrated in a formats that offer news and information.” no official measurement. That amount is not nearly few conglomerates. ▶▶State or public media enough to fund the 54 TV stations and 70 radio reflect the views of ▶▶A broad spectrum of stations in the country. According to the panelists, the entire political social interests are OBJECTIVE 4: a significant portion of the necessary funding to spectrum, are reflected and represented BUSINESS nonpartisan, and serve in the media, including MANAGEMENT 1.76 bolster these broadcast media outlets likely comes the public interest. minority-language from internal subsidies — primarily, their owners’ information sources. ▶▶Independent news diverse business interests. agencies gather and ▶▶Broadcast ratings, The business practices and operations of media MRT and community radio stations are not distribute news for print circulation figures, in North Macedonia are diverse and dependent allowed to sell advertising time. and broadcast media. and Internet statistics on capacities. The national broadcasters that For print media, even a superficial look reveals are reliable. are part of larger corporations are among the that outlets do not sell enough advertising space few with the means to maintain properly staffing to be self-sustainable. Most outlets barely manage MRT is legally obligated to air programs, in structures. The rest, especially small local media to sell one full page of commercial ad space in a particular news and cultural programming, in nine and online media, rely on a handful of people regular week. Each day, all print media carry four different languages —the highest number in Europe. to do every job – reporting, editing, advertising to eight pages of mandatory public notices, which Other issues, such as gender identities and sexual sales, human resources, and more. The law include judicial notices or announcements of public orientation, are far less present in traditional media. requires all legal entities in North Macedonia to competitions. These notices represent print media’s Moreover, when those issues are represented, outsource their accounting and bookkeeping to only significant source of income, even though deeply-rooted prejudices and stereotypes are professional specialized services. they are not represented as subsidies but as difficult to eradicate, panelists said. commercial operations by respective managements The Internet has proven to be a force for Only the largest media outlets also have the ability of the newspapers. both good and bad in that regard. It provides a or feel the need to prepare business plans and Circulation sales are an insignificant source low-cost platform for such diverse social groups to stick to them. According to panelists, citizens of income, especially given that all newspapers express themselves and establish their own media, of North Macedonia do not see the media as are seriously underpriced. Prices have remained but it also allows reinforcement of prejudice and legitimate enterprises. “Most media companies in stereotypes, especially on social networks. North Macedonia are not profit-making companies Community radio has been little used in North and, while nominally commercial, are not true 2 The changes to the law on audiovisual media services introduced some flexibility to sell larger blocks when programs are Macedonia, with just three student radio stations businesses and are not even treated by the owners longer than an hour, but the same 20 percent limit still exists.

10 MEDIA SUSTAINABILITY INDEX 2019 NORTH MACEDONIA

the same for more than 15 years now, with no and to help advertising revenue stay within North semi-manufactured goods for known foreign price adjustment for . Panelists said that Macedonia. buyers, and so-called “loan” production. newspaper prices should be at least twice what The advertising industry in the country exists Panelists said that the advertising industry they are now, which is just 20 to 25 cents per primarily due to foreign companies that work favors national outlets. Media with very limited newspaper. there. Financial services, automobile retailers, and local or regional markets usually are overlooked. Government funding, in the form of telecommunications companies remain among the “Major advertisers and agencies seem to have government advertising campaigns, has been top advertisers in the country, along with the food forgotten local and regional media and put their effectively abolished, out of fears that it might be industry, domestic hygiene products, and pharma- emphasis on the big national broadcasters. That abused as instrument of pressure on the media, as ceuticals.3 There are significant local advertisers, puts smaller media in an unequal position, in spite was the case with the previous government. At the mostly from the food industry. The companies that of their importance for their local, urban, or rural local level, municipal administrations use money make up half of the national GDP do not require communities,” said Katerina Dafceva, reporter at from their budgets to purchase airtime to promote advertising. The national industrial output, and the regional TV Vis in , an agricultural their activities. These purchases, according to the national economy more broadly, are based on in southeastern North Macedonia. some panelists, are the sole source of income for these companies that work with raw materials, Although the media law adopted at the end many local media. Dragan Sekulovski, executive of 2018 session prohibits all public bodies and director of the Association of Journalists of Independent media are well-managed government institutions from reserving budget Macedonia (AJM), reported that its research shows businesses, allowing editorial independence. funds for purchasing airtime, the government “the total amount of such funds available from has elected to establish a subsidy system for local governments exceeds half a million Euros BUSINESS MANAGEMENT INDICATORS print media. These funds are supplemental to the ($566,000) per year.” ▶▶Media outlets and ▶▶Independent media indirect subsidies, such as the privileged VAT rates Foreign donors provide another significant supporting firms operate do not receive and the mandatory public notices that include cost as efficient, professional, government subsidies. source of financing. These donors mainly invest in and profit-generating coverage for newsprint procurement and distri- production of investigative journalism, documen- businesses. ▶▶Market research is bution. The actual implementation of the subsidy used to formulate taries, and feature stories to help continue ▶▶Media receive revenue strategic plans, program has yet to be seen, so panelists cannot democratic development in North Macedonia. from a multitude enhance advertising judge if the disbursement has been fair. “It depends The advertising market in North Macedonia is of sources. revenue, and tailor on the will of this government to do something very limited. Advertising agencies, mostly branches products to the to help us,” explained Vedad Memedaliu, editor- ▶▶Advertising agencies and needs and interests of international and Balkan-wide agencies, related industries support of audiences. in-chief of the daily Koha, published in Albanian. dominate the market. Some segments of available an advertising market. “Unless such a program is codified in proper ▶▶Broadcast ratings advertising revenue go to specialized regional ▶▶Advertising revenue as and circulation legislation, any future government can arbitrarily broadcasters, mostly sports channels. Moreover, a percentage of total figures are reliably reverse it.” digital advertising continues to grow as a share revenue is in line with and independently Apart from the biggest national broadcasters, accepted standards at produced. of the market. In addition, a significant proportion commercial outlets. few media have the means or necessity to of digital advertising spending is controlled by incorporate market research in their planning the major international tech companies, specif- activities. Figures on audience shares and ratings, ically Facebook and Google. Panelists noted the circulation numbers of print media, and statistics widespread opinion in the media community that 3 An official ranking is not available. AVMU used to publish a list for online media are considered inconsistent and some action needs to be taken to address the tight of top advertisers but stopped doing so after the government was unreliable, which factors into media companies’ ranked the top advertiser in 2013 and the second-largest advertiser competition between media for advertising revenue in 2014. lack of planning.

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AVMU publishes annual market reports for OBJECTIVEasd 5: largely depend on the availability of foreign funding. the broadcasting market, but they are considered SUPPORTING 2.68 AJM held its electoral assembly in early incomplete and are based solely on annual balance INSTITUTIONS 2018 to select a new president and board. sheets that media companies present. Surveys of According to the panelists, the presidential race was audience habits and preferred use of media are North Macedonia has several media trade associ- particularly contentious and created a serious split available, but panelists said they feel they are of ations. The most powerful and influential is between the supporters of the two candidates. little practical use. the Macedonian Media Association, an organi- The Macedonian Association of Journalists is The Joint Industry Committee, created under zation of the national digital video broadcaster made up of journalists from pro-government media. AVMU’s lead, selected HGB Nielsen to conduct – terrestrial (DVB-T) established under the Although it was formed in 2001 by journalists dissat- audience measurements. However, the committee auspices of the Macedonian Chamber of isfied with AJM’s work, it was later taken over by includes only the national terrestrial broadcasters, Commerce. The Association of Private Media pro-government journalists with the specific goal of leaving out a huge swath of broadcasters. Panelists of Macedonia is composed of privately owned counteracting AJM. added that the ratings or online statistics seemed local and regional media. The Association of A number of NGOs work in the media sector Macedonian Internet Portals (AMIP) was created in support of various aspects. The Macedonian in 2013 with the specific goal of endorsing Institute for the Media works to advance the Major advertisers and agencies seem to Internet media regulation, as proposed by the standards of professional journalism and provides have forgotten local and regional media previous government; AMIP is now inactive. training. The Media Development Center focuses and put their emphasis on the big national The Association of Private Electronic Media of on media legislation and media policy; monitors broadcasters. That puts smaller media in an Macedonia is mostly radio broadcasters and the implementation of media legislation; and, in has been pursuing several initiatives regarding cooperation with foreign partners, provides free legal unequal position, in spite of their importance the recently amended audio visual law, along assistance and in-court representation for journalists for their local, urban, or rural communities,” with further media reforms, and is attempting to sued in defamation cases or prosecuted for their said Katerina Dafceva. defend and promote interests of its members. reporting. Another association called Medium Objective, Several other organizations are active in areas to have little impact on the decisions of advertisers which is meant to bring regional and local of media consultancy and research, including as to where to do their media buying. broadcasters in North Macedonia together, was ProMedia; the Metamorphosis Foundation, which The media also tend to exaggerate or focus on formed in 2017, but it has been largely inactive. promotes Internet freedom; the Centre for Civil those statistics that work in their favor. For example, Communications, which focuses on access to public multiple broadcasters claim to be the leading AJM is the oldest and most engaged professional information; the NGO Info-centre; and the Helsinki broadcaster in the country. A new cable television journalism association in the country. Together Committee for Human Rights. The latter two organi- broadcaster, established at the end of 2017, period- with the Independent Trade Union of Journalists zations serve in watchdog and monitoring roles. A ically announces that it is the leading broadcaster of Macedonia (SSNM), AJM fights to advance number of organizations also work to prevent hate in the media market of North Macedonia. professional and working standards and improve speech. Panelists especially praised the activities Data on daily newspaper circulation is treated journalists’ social standing. The organizations also of NGOs and CSOs that work in media, or in as a top-secret matter. Newspapers present speak on efforts to improve the political situation media-related fields, and the cooperation they have only the print circulation in their mastheads, and in North Macedonia. AJM and SSNM are partners with the media and journalistic community. panelists said those figures are such that they do with the European Federation of Journalists and the Several higher- institutions offer not justify the costs of printing in the first place. International Federation of Journalists. Although AJM degrees in journalism or related fields, such as and SSNM collect membership fees, their activities communication studies. In general, the journalism

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programs at state universities in Skopje, Tetovo, and not charge a participation fee. Some donor organi- of broadcast media, the two commercial DVB-T Štip have reputations for producing undertrained zations also have limited funds available to cover multiplexes are operated by a single telecommuni- journalists, with little practical or hands-on skills fees and expenses for journalists to participate in cations company. or even knowledge of how newsrooms work. training programs abroad. Holders of cable television broadcasting Instead they focus on theory. Panelists also noted a Media in-house or on-the-job training is almost licenses note that the 2013 Law on Audio and decreasing interest among young people to study non-existent. Panelists said that media owners are Audiovisual Media Services does not have a journalism; they seem to not view it as possible not prepared to invest in training programs, citing must-carry provision, leaving them at the mercy of career choice. For instance, the leading journalism the high turnover of journalists from one outlet cable operators that charge whatever respective school, the privately owned School of Journalism to another as the main deterrent. Most panelists local markets can bear to carry their programming and Public Relations, has not enrolled new students expressed the belief that journalism is best learned services. Local and regional broadcasters also for five years in a row. With numbers so low, the on the job, not in a classroom. Some mainstream point out that cable operators offer their programs school is not even running a full curriculum. The media outlets had been operating internal schools, in analog TV catalogues, which makes them situation is similar in other journalism schools. “Back many of which produced excellent reporters, but unattractive to audiences and impedes access to when I enrolled in journalism studies, there were they are defunct. their channels. “Cable operators in Tetovo refuse to 120 students in my class. Now, they can’t get 15 The government places no restrictions on place [TV Koha] in the digital catalogue even though candidates,” said Vasko Popetrevski, the editor and the import of materials or equipment necessary anchor of the investigative and political show 360 for media production. Also, as noted above, the Degrees. government is securing subsidies for procuring Supporting institutions function in the newsprint for all print media. Recording equipment professional interests of independent media. “Back when I enrolled in journalism studies, and editing software are increasingly accessible SUPPORTING INSTITUTIONS INDICATORS: there were 120 students in my class. Now, and affordable, thanks to the rapid progress and ▶▶Trade associations ▶▶Quality journalism advancement of digital technology. North Macedonia represent the interests degree programs they can’t get 15 candidates,” said Vasko has enough printing companies to cover the needs of private media that provide of the market, and most dailies have learned that the owners and provide substantial practical Popetrevski. member services. experience exist. best way to avoid possible print refusals is to invest Short-term training programs are available only in printing facilities of their own. ▶▶Professional ▶▶Printing facilities associations are in private on an ad hoc basis, usually provided by NGOs that Panelists raised the issue that media work to protect hands, apolitical, have managed to secure funding and incorporate businesses are unable to import equipment journalists’ rights. and unrestricted. training workshops or seminars for journalists in independently. “We, as media companies, can’t ▶▶Short-term training ▶▶Channels of media their projects. The School of Journalism and Public register also for exporting and importing activities, and in-service distribution (kiosks, Relations also offers tailor-made media courses, which means that we have to go to authorized training programs transmitters, Internet) including in-house sessions, in a variety of areas. dealers, instead going to the source ourselves, which allow journalists to are private, apolitical, According to panelists, such training programs would secure us better prices on new equipment,” upgrade skills or and unrestricted. acquire new skills. do not always meet the needs of the media but explained Mevaip Abidu, from the Albanian-language ▶▶Information and are aligned with the agendas and priorities of the regional broadcaster TV Koha. ▶▶Sources of newsprint communication NGOs support technology­ infra- organizations that prepare them, or the agendas of The distribution of print media is not free speech and structure sufficiently foreign donors that support them. Several embassies centralized, and all publishers organize their own independent media. meets the needs of offer programs for study visits and short education distribution. Under the new subsidies program, the media and citizens. programs abroad, and most of those programs do costs of distribution will also be covered. In terms

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they air digital signal,” said Abidu. List of Panel Participants Moderator and Author Cable operators often choose to exclude Marjan Nikolovski, journalist, Sitel TV, Skopje Dejan Georgievski, president and executive director, individual broadcasters. In particular, cable operators Media Development Centre, Skopje in eastern North Macedonia often do not carry Stole Naumov, editor and host, Stadion politics and Albanian-language television stations holding social issues weekly show, Kanal 77 Radio, Stip The panel discussion was convened on , national licenses. 2018 Dragan Sekulovski, executive director, Association North Macedonia has a good broadband of Journalists of Macedonia, Skopje Internet infrastructure, and the latest surveys show Internet penetration rates hovering at more than Vasko Popetreski, editor and host, 360 Degrees 70 percent. The penetration of mobile telephony investigative journalism and political panel show has advanced greatly, with more than 45 percent aired on TV, Skopje of citizens saying mobile devices are their primary Slobodanka Jovanovska, editor-in-chief, Nezavisen way to access the Internet. Despite this existing Vesnik daily, Skopje infrastructure, media have not yet adapted to the increasing importance of mobile technology, neither Darko Buldiovski, expert in digital advertising, in terms of specialized content nor as a source of NewMedia.mk digital advertising agency, Skopje advertising revenue. Sefer Tahiri, professor of journalism, School of The state has not been observed attempting to Media and Communications, SEE University, Tetovo filter websites or meddle in registration of websites and news portals. The following participants did not participate in the panel, and their responses were gathered in face-to-face interviews:

Mevaip Abdiu, owner, TV Koha, Tetovo Vedad Mehmedaliu, editor-in-chief, Koha daily, Skopje; member of the Programming Council of Macedonian Radio Television Ilija Stefanovski, owner/editor-in-chief, Radio Kocani, Kocani Vesna Nikodinovska, program coordinator, Macedonian Institute for the Media, Skopje Katerina Dafcheva, reporter, VIS TV, Strumica Jovan Sokolovski, owner and editor-in-chief, Centar. mk news-site, Resen

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