The Agency for Audiovisual Media Services (AMU) has released a documentary film dedicated to the effects of the Fund for Encouraging Media Pluralism and Diversity, which is intended for commercial and non-profit electronic media, the agency announced today.
As stated in the press release, the film provides an overview of implemented projects, allocated funds, and thematic areas covered by the production of media content.
"Through a presentation of the specific experiences of the Fund's beneficiaries, their results and achievements, but also challenges in the implementation process, the importance of investing in content that contributes to the improvement of media pluralism is highlighted. In order to comprehensively review the effects of supported projects, the film also pays special attention to public perception. Thus, the film not only presents a technical overview of the work done so far, but also contributes to understanding the real impact of the media content produced," reads the AMU statement signed by Public Relations and Project Management Officer Damir Nikočević.
The AMU said that with the adoption of amendments to the Media Law in 2020, the Fund for Encouraging Media Pluralism and Diversity was established. It is financed, they said, by the state and until this year amounted to 0,09 percent of the current budget.
"With the latest amendment to the legal framework, the funds allocated to the Fund have been increased to 0,20 percent of the current budget, which has further strengthened the capacity to support commercial and non-profit electronic media," the statement said.
The President of the AMU Council, Branko Bošković, points out the need for continuous improvement of the Fund's functioning.
"My impression is that there was content that was of very high quality, but there was also content that was just fulfilling the form. This is something we need to work on, because the goal of the Fund is not just to fulfill the form, but to really make a contribution. The Council will work to fulfill what quality is in the coming period, that is, to improve quality, and we can do that using the rules, that is, internal acts that we have in the Agency and with which we can influence the quality of this content to improve," said Bošković.
"We continuously have the same broadcasters, the same media applying, and there aren't many of them, and that's what's the biggest criticism of the media and this approach to the Fund in general — that the Fund's goal is to include as many media as possible. That's something we need to work on, that's something the media also need to work on," he added.
The officer for financial and economic affairs at the Agency, Milica Krivokapić, pointed out that through the Fund we have clearly defined topics of importance that are presented to citizens, and these are mostly topics that are not widely represented on the Montenegrin media scene.
"We are trying, or rather the point of the Fund is to reach citizens through the diversity and variety of these topics in some way and to provide them with information that, in some way, they lack," said Krivokapić.
Radomir Krackovic from Television Vijesti, Bozo Bulatovic from Radio Titograd, Arslan Hajdinaga from Radio Elita, Goran Djurovic from Media Center, Milan Radovic, former member of the Council of the Agency for Audiovisual Media Services, and Marijana Camovic Velickovic from the Media Union also presented their views on the functioning of the Fund in the film.
According to AMU, citizens also gave their opinions through a survey, indicating what kind of content, according to their needs and interests, the supported projects should broadcast.
"The agency is continuously working to improve the entire Fund management process — through improving the rules, criteria and transparency of work. The first survey on the Fund's performance has already been conducted, while a new comprehensive survey is planned for next year, which will enable an assessment of the satisfaction of the public, beneficiaries of funds and media representatives participating in the implementation of supported projects," the statement reads.
The film is available at the link https://youtu.be/HYS6MD1eTTA, as well as on other communication channels of the Agency for Audiovisual Media Services (AMU).
Bonus video:
