Brief Media Assessment Update 2020: Monitoring and Evaluation Support Activity (MEASURE II)

The pandemic has exacerbated existing structural weaknesses in the media sector, resulting in job losses and financial difficulties for many media outlets. According to a survey conducted by the Balkan Investigative Reporting Network Hub, more than 10 percent of BiH journalists lost their jobs, while 77 percent noted mental health challenges. The pandemic has also worsened existing problems faced by the media in BiH, including political and institutional pressures, financial difficulties, and restrictions on access to information. The media sector in BiH generates most of its revenue from commercial activities, advertising, and public funds. However, revenue from traditional advertising and sponsored content has declined significantly since the pandemic set in. Many media outlets have been forced to lay off staff or put plans for hiring and professional development on hold. Foreign grants remain a crucial source of revenue for most professional and independent media, and key informants view support in some form of institutional, core funding, as essential. Despite the challenges faced by the media sector, there are some positive effects of the pandemic. Improved basic digital literacy of editors and journalists, increased reach of digital media, and increased demand for reliable, professional, and local reporting on the pandemic have been observed. Additionally, increased solidarity and cooperation among journalists have been reported. The media landscape in BiH is characterized by a lack of partnerships and collaborations among media outlets. Most partnerships are informal and organized around content exchange, with little cooperation with other sectors. However, there are some examples of successful partnerships, such as content sharing arrangements between media outlets and collaborations around issues of common interest. To strengthen the ability of content producers to engage wider audiences and expand reach, particularly in the digital space, it is recommended that media organizations collect and use information on audience needs and preferred formats. Improvements in digital marketing and outreach strategies are also necessary, for which the existing media lack resources. Domestic expertise in these domains is limited, and media organizations need to improve their knowledge and skills in digital marketing. The security of journalists is a major concern in BiH. Verbal assaults and threats against journalists are common, and the safeguards of freedom of expression and of the media are crumbling. Key informants indicate that legal representation to media outlets that are subject to politically motivated lawsuits is insufficient, and additional help is needed.