The political environment of the CEE media markets in 2023

The political climate across Central and Eastern Europe continued to influence media markets in 2023, with notable shifts in countries experiencing significant political changes. Political influence over media remained a crucial issue, often leading to concerns about media independence, transparency, and the ability to operate without government interference.

Poland served as a focal point of political transformation, with the October elections resulting in a shift from the right-wing Law and Justice party to a coalition led by Donald Tusk. This transition indicated a renewed commitment to upholding democratic values and restoring the integrity of public media, as the previous government’s control over media outlets was challenged, leading to increased viewership for independent channels. Media transparency was a crucial issue in Slovenia as well, where reforms were introduced aimed at increasing media transparency and reducing political influence, signaling a push toward a more competitive media environment. The Baltics also saw regulatory changes aimed at promoting ethical journalism, with governments emphasizing accountability and transparency in media practices, leading to reshaping advertising strategies toward digital platforms.

Hungary, while the power of the governing Fidesz-party was upheld, still saw a shift in advertising strategies favoring social media over traditional outlets due to the dominance of digital platforms. The Hungarian state’s acquisition of Vodafone raised concerns about government influence in media ownership, further provoking debates about media freedom and competition.

Despite a lack of direct political initiatives affecting media spending in the Czech Republic, efforts to combat disinformation faced setbacks following the abolition of the Media and Disinformation Commissioner role. This withdrawal raised questions about the future of media regulation and independent journalism. Also raising alarms about freedom of expression in Serbia, recent legislative changes concerning public information and media could enhance government control over online media.