Analysis of Media Funding Distribution in Montenegro Annual Report 2015
The annual report by Ana Nenezi from the Centre for Civic Education in Montenegro provides insights into media funding distribution in 2015. The research, conducted from May to December 2016, highlights spending of public funds by various sectors on advertising and marketing services in the media. The report examines allocations to different types of service providers and public sector bodies, shedding light on the financial landscape of media in Montenegro.
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EQUAL CHANCES FOR ALL MEDIA IN MONTENEGRO ANNUAL REPORT 2015 Ana Nenezi , Centre for Civic Education (CCE)
Methodological remarks Research was conducted from May to December 2016 Information were gathered based on the Free Access to Information Law Focus: information about the spending of public funds by public sector for services of advertising and marketing in media, on the basis of contract on the provision of services, specialized services or other basis. Subjects of research: 353 public sector bodies, out of which 255 or 72,3% responded positively, while 117 had expenses based on said grounds. On the other hand, research mapped 117 subjects, private and legal persons, who received funds in 2015 based on the provision of services of advertising, marketing or other specialized services from this area. The information on budget allocations for public services, RTCG and local public services were also included, as well as for the allocations from other available funds (eg. Fund of Agency for electronic media for commercial radio broadcasters) Total amount of funds which 72.3% public sector bodies had spent in 2015. for various contractual and other relations with media (printi, electronici, portals), informative agencies and services, marketing agencies and production houses, agencies for research of public opinion amounted 1.718.496,42 EUR. Comparative overview of allocations for previous three years (2013, 2014 and 2015)
General findings per structure of public sector bodies Public institutions and enterprise 660,831.90 Ministries 517,699.50 Local self-governments 277,227.50 Administration bodies 256,359.60 Parliament of Montenegro 14,706.10 Central bank 13,300.90 0 100000 200000 300000 400000 500000 600000 700000
General findings per structure of service providers Marketing agencies 683,001.50 Televisions 365,653.20 Print media 217,711.70 Informative agencies and services 176,377.50 Radio 91,124.10 Portals 89,810.30 Regional media 58,827.40 Agencies for research 35,990.70 0.0 100,000.0 200,000.0 300,000.0 400,000.0 500,000.0 600,000.0 700,000.0 800,000.0
Fleka 247,900.00 Pobjeda 223,264.40 RTCG 166,592.70 Montenegro event agency 89,999.00 Arhimed 68,328.50 Portal Analitika 63,685.80 TV Vijesti 58,237.50 Info Biro 55,596.50 DPC 29,899.70 Antena M 28,098.00 Multimedia group 26,050.00 De facto 22,851.10 SUN TV 22,833.70 RTV Nik i 22,523.80 Mas Code 20,859.90 TV Prva 19,631.50 Skala radio 18,813.00 MINA 18,447.10 Represent 17,866.70 Dnevne novine 14,952.60 DAN 14,763.00 ND Vijesti 13,021.80 TV Pink 10,551.60 0.0 50,000.0 100,000.0 150,000.0 200,000.0 250,000.0 300,000.0
tampani mediji Pobjeda 166,079.40 Dnevne novine 14,952.60 Dan 14,763.00 Vijesti 13,021.80 Monitor 3,451.00 0.0 20,000.0 40,000.0 60,000.0 80,000.0 100,000.0 120,000.0 140,000.0 160,000.0 180,000.0
Print media 2% 6% 7% Pobjeda 7% Dnevne novine Dan Vijesti Monitor 78%
Televisions RTCG 166,592.70 Vijesti 58,237.50 TV SUN 22,833.70 TV Nik i 22,523.80 Prva TV 19,631.50 Atlas TV 16,257.40 Pink M 10,551.60 0.0 20,000.0 40,000.0 60,000.0 80,000.0 100,000.0 120,000.0 140,000.0 160,000.0 180,000.0
Televisions 3% 5% RTCG 6% Vijesti 7% TV SUN TV Nik i 7% 53% Prva TV Atlas TV 19% Pink M
Radio Antena M 28,098.00 Radio Skala 18,813.00 Radio Mojkovac 10,916.00 Radio Dux 6,045.00 Radio Jadran 5,777.70 Radio Adriatic 5,260.00 Radio HN 3,760.40 Radio Bar 3,655.80 Radio Kotor 2,288.00 0.0 5,000.0 10,000.0 15,000.0 20,000.0 25,000.0 30,000.0
Radio 3% 5% 4% Antena M Radio Skala 6% 33% Radio Mojkovac Radio Dux 7% Radio Jadran 7% Radio Adriatic Radio HN 13% Radio Bar 22% Radio Kotor
Portals Analitika 63,685.80 Aktuelno.me 14,042.00 UL info 3,216.00 Kolektiv.me 3,213.00 Volim Podgoricu 2,380.00 0.0 10,000.0 20,000.0 30,000.0 40,000.0 50,000.0 60,000.0 70,000.0
Portals 3% 4% 4% Analitika 16% Aktuelno.me UL info Kolektiv.me Volim Podgoricu 73%
News agencies and services Arhimed 68,328.50 Info biro MNE 55,596.50 MINA 18,447.10 Press clliping 8,634.10 MAMA 5,860.70 0.0 10,000.0 20,000.0 30,000.0 40,000.0 50,000.0 60,000.0 70,000.0 80,000.0
Informative agencies and services 5%4% Arhimed 12% Info biro MNE 44% MINA Press clliping 35% MAMA
Marketing agencies and production houses Fleka 247,900.00 MNE event agency 89,999.00 DPC 29,898.70 Multimedia group 26,050.00 M.A.C Code 20,859.90 Amplitudo 20,678.40 Represent communications 17,866.70 Copy Book 15,950.00 Deliart 15,000.00 Dogma 15,000.00 Mappet 15,000.00 Metropolis 14,977.20 MAPA 14,583.60 Vision Team 13,666.00 0.0 50,000.0 100,000.0 150,000.0 200,000.0 250,000.0 300,000.0
Comparative data for 2013, 2014 and 2015 According to information available to the CCE, 6.041.027,20 EUR were spent during past three years in total, but the figure is lesser than it actually is. Pobjeda 486,614.40 Dan 106,467.00 Vijesti 51,977.50 Dnevne novine 35,869.50 0.0 100,000.0 200,000.0 300,000.0 400,000.0 500,000.0 600,000.0
Comparative data for 2013, 2014 and 2015 Pobjeda DAN 250,000.0 50,000.0 223,264.40 47,259.00 44,445.00 200,000.0 40,000.0 150,000.0 30,000.0 134,340.00 129,010.00 20,000.0 100,000.0 14,763.00 10,000.0 50,000.0 0.0 2013 2014 2015 0.0 2013 2014 2015 ND Vijesti Dnevne novine 25,000.0 16,000.0 14,952.60 14,000.0 20,000.0 19,681.00 19,274.00 12,000.0 11,110.00 10,000.0 15,000.0 9,806.90 13,021.80 8,000.0 10,000.0 6,000.0 4,000.0 5,000.0 2,000.0 0.0 0.0 2013 2014 2015 2013 2014 2015
Comparative data for 2013, 2014 and 2015 RTCG 387,435.70 Vijesti 148,694.50 Prva TV 36,772.70 Pink M 30,444.50 Atlas TV 30,354.40 0.0 50,000.0 100,000.0 150,000.0 200,000.0 250,000.0 300,000.0 350,000.0 400,000.0 450,000.0
Comparative data for 2013, 2014 and 2015 Vijesti RTCG 70,000.0 200,000.0 60,000.0 58,237.50 54,178.40 50,000.0 166,592.70 150,000.0 146,332.00 40,000.0 36,279.00 30,000.0 100,000.0 74,511.00 20,000.0 50,000.0 10,000.0 0.0 0.0 2013 2014 2015 2013 2014 2015 PRVA TV 25,000.0 ATLAS 20,000.0 20,000.0 19,631.50 16,257.40 15,000.0 15,000.0 11,596.20 10,429.00 10,000.0 10,000.0 5,000.0 5,545.00 5,000.0 3,668.00 0.0 0.0 2013 2014 2015 2013 2014 2015
Comparative data for 2013, 2014 and 2015 Analitika 183,893.80 Vijesti 15,552.00 CDM 15,470.50 RTCG portal 10,200.00 0.0 20,000.0 40,000.0 60,000.0 80,000.0 100,000.0 120,000.0 140,000.0 160,000.0 180,000.0 200,000.0
Comparative data for 2013, 2014 and 2015 9,000.0 Analitika Vijesti 66,000.0 8,000.0 7,776.00 7,776.00 64,000.0 63,849.00 7,000.0 63,685.80 62,000.0 6,000.0 5,000.0 60,000.0 4,000.0 58,000.0 3,000.0 56,359.00 56,000.0 2,000.0 54,000.0 1,000.0 52,000.0 0.0 0.00 2013 2014 2015 2013 2014 2015 RTCG portal 6,000.0 CDM 8,000.0 5,100.00 5,100.00 7,557.00 5,000.0 7,200.00 7,000.0 4,000.0 6,000.0 5,000.0 3,000.0 4,000.0 2,000.0 3,000.0 1,000.0 2,000.0 1,000.0 713.50 0.0 0.00 0.0 2013 2014 2015 2013 2014 2015
Comparative data for 2013, 2014 and 2015 Arhimed 259,052.00 MAMA 129,489.00 Info biro MNE 121,225.20 MINA 83,042.10 Press clipping 35,899.00 0.0 50,000.0 100,000.0 150,000.0 200,000.0 250,000.0 300,000.0
Comparative data for 2013, 2014 and 2015 Info biro MNE MINA 35,000.0 60,000.0 32,570.00 32,025.00 55,596.50 30,000.0 50,000.0 25,000.0 44,248.20 40,000.0 20,000.0 18,447.10 30,000.0 15,000.0 21,381.00 20,000.0 10,000.0 5,000.0 10,000.0 0.0 0.0 2013 2014 2015 2013 2014 2015 Arhimed MAMA 120,000.0 80,000.0 108,746.50 100,000.0 70,000.0 69,760.00 60,000.0 81,977.00 80,000.0 53,869.20 50,000.0 68,328.50 60,000.0 40,000.0 30,000.0 40,000.0 20,000.0 20,000.0 10,000.0 5,860.70 0.0 0.0 2013 2014 2015 2013 2014 2015
Public broadcasters Montenegro has one national public broadcaster (RTCG), while 14 local self-governments have founded 17 local public broadcasters: radio Andrijevica, Berane, Budva, Danilograd, Kotor, Pljevlja, Tivat, Bar, Bijelo Polje, Cetinje, Herceg Novi, Nik i ,Ro aje and Ulcinj, and television Nik i , Budva, Pljevlja and Cetinje. RTCG Total public revenue of RTCG in 2015 from the Budget - amounted 12.850.000 EUR, out of which 12.600.000 EUR related to revenue from general part of the budget of Montenegro, 150.000 EUR were earmarked revenue from the Ministry of Culture, and 100.000 EUR to budget revenue for the digitalisation of public broadcaster. Compared to 2014, when 2.400.000 EUR were included as extraordinary revenue, based on the assumed obligations of RTCG by the Government, there were no such revenue in 2015.
Local public broadcasters Total amount of money planned for the financing of local public broadcasters by 14 local self- governments, based on the decisions for budget for 2015, was 3.144,760 EUR and presents a significant annual increase, considering that planned amount in 2014 amounted 2.599,000 EUR. Transferred amounts Budva 550,000.00 Cetinje 511,014.00 Nik i 500,000.00 Bar 259,000.00 Pljevlja 236,139.00 Ro aje 210,000.00 Tivat 209,500.00 Bijelo Polje 140,000.00 Berane 102,400.00 Danilovgrad 88,870.00 Andrijevica 55,000.00 0.0 100,000.0 200,000.0 300,000.0 400,000.0 500,000.0 600,000.0
Local public broadcasters planned Budva 550,000.00 Cetinje 502,000.00 Nik i 500,000.00 Bar 259,000.00 Tivat 210,000.00 Herceg Novi 200,000.00 Pljevlja 150,260.00 Bijelo Polje 140,000.00 Ro aje 130,000.00 Ulcinj 120,000.00 Kotor 110,000.00 Berane 100,000.00 Danilovgrad 88,500.00 Andrijevica 55,000.00 0.0 100,000.0 200,000.0 300,000.0 400,000.0 500,000.0 600,000.0
Conclusions Financing of media from public funds in Montenegro remains unregulated, uncontrolled and opaque. Total amount of money which public sector bodies allocated to media in 2015 was reduced for a certain percentage. Necessary legislative interventions have not been made. Existing legal framework does not recognize the potential connection between the financing of media from public funds for various basis and influence of that money on the freedom of media and economic (in) stability of media. Same as that, it does not observe the decisions on advertising as a potential form of discrimination of media and an attempt on editorial policy. Institutions in Montenegro still refuse to disclose information on total amount of state money which is allocated annually for advertising or financing of media on other basis, and every other institution does not control the manner in which these budget funds are allocated and spent. Additionally, competent institutions are not interested in solving this issue, even though other interested part of international community treats it with serious attention. Institutions do not have a proactive relation and do not publish the information on their official websites regarding the annual amounts and manner of allocation of money focused on advertising, marketing or financing of media on other basis. Local self-governments follow this practice, and consequently the data on the financing of public broadcasters, or the total allocations of municipalities based on the said grounds, are not public.
Conclusions Conclusion of agreement on financial aid and media endorsement, based on the decision of institution manager presents a practice which must be legally regulated and restricted. This way of doing things directly favours some, and discriminates other media. Distribution of these funds, along with the legislative incompleteness in this part, has the potential to cause serious deviations on media market and thus endanger the functioning of one, or enhance the operation of other media. Agreements which conclude media and public sector bodies, and which contain provisions which prescribe the manner of reporting on certain institution i.e. the contractual obligation on the provision of space for interviews of managers and other representatives, contain elements of false advertising and must be sanctioned. In this manner citizens of Montenegro are exposed to propaganda, not to reporting of media, because the published content does not contain the mark that it is the case of PR text. CCE owns copies of such agreements in its documentation. Centralisation of budget allocations for the needs of advertising and marketing, on the basis of agreed services, specialized services and other basis, and redirection from media to marketing houses which deal with lease of media space, aggravates the principle of transparency, considering that future flows and allocation of money allocated in this manner cannot be traced.
Zakljuci State exerts an improper influence on media market, through opaque and selective financial allocations of public funds, via advertising and marketing. This is further encumbered by the existing economic crisis and reduction of marketing investments of companies, with the simultaneous increase of participation of state, which leaves additional space for the shaping of media scene, compared to interests of ruling political structure, through the misuse of state funds. Considering that European Commission in its Report for 2016 denoted this issue as one of the four priorities within the area of freedom of expression, we can finally expect a meaningful improvement towards the realization of a sustainable solution.
Preporuke Deep and long-lasting crisis in media sector requires serious reform and amendment of set of media laws. It is necessary to open space for broad dialogue and public discussion of interested public with the aim of adoption of best proposals and decisions. Amendments of Laws on media require legal regulation and they have to ensure transparent financing of media from public funds, both of state institutions, and local self-governments and every organization which is financed partially or completely based on the budget. Clear control mechanisms of state financing and allocation of state aid must be established, for the sake of full implementation of principles of transparency and openness of public sector bodies.
Preporuke Financing based on tax payers money, for local public broadcasters, must be subjected to strict rules of transparency, openness and tangible criteria of spending of tax payers money. Financial reports of local public broadcasters must be publically available and published on the official websites of local self-governments or local public broadcasters as users of those funds. Area related to potential manipulation of political structures, state institutions and bodies on media market requires normative regulation, specifically through the amendment acting on Law on media.
