The political environment of the CEE media markets in 2024

In the past year, political dynamics across Central and Eastern Europe continued to shape media markets, revealing persistent tensions between political influence, legislative reforms, and media independence. Larger markets like Poland, Hungary and Romania experienced the most visible shifts, while broader EU-level regulation also started to reshape the regional media landscape.

Poland stands out as the market with the most dramatic political turn. The opposition’s victory in late 2023 and the subsequent reorganization of public broadcasters in 2024 ended years of state-controlled media dominance. Public outlets began presenting pluralistic viewpoints, even critical of the new government, while nationalist-aligned private outlets expanded their audience. The designation of leading broadcasters TVN and Polsat as strategic enterprises further underscored Warsaw’s effort to shield its media sector from political or foreign capture. Poland’s improved ranking on the Press Freedom Index reflects the wider regional impact of its democratic reset, though concerns remain over online platforms, where EU-mandated moderation obligations are still inconsistently enforced.

Hungary remained more stable politically, but its media market was shaped by government-linked ownership structures and state influence. The state acquisition of Vodafone signalled further consolidation, sparking debate about the role of political actors in telecommunications and media. While advertisers increasingly favoured social platforms, television maintained dominance in prime-time campaigns, reflecting a market still shaped by both commercial and political considerations.

Romania, dominated by four rounds of elections in 2024, saw heightened political advertising and deep polarization among major outlets. Disputes over the cancellation of presidential and parliamentary elections without clear justification eroded trust and intensified scrutiny of financing transparency in the media sector. Political advertising thus remained a powerful tool of influence, raising concerns about accountability.

In other markets, legislative reforms shaped the regulatory framework. Slovenia advanced a new Media Act aligned with the EU’s Media Freedom Act, tackling ownership transparency, AI-generated content and state advertising rules. Bulgaria banned betting advertisements, hitting both large and small media groups hard in political instability. Croatia enacted new media laws, including anti-leaks and digital-focused provisions, reshaping the regulatory environment. Serbia moved in the opposite direction, deepening political control and fostering widespread journalistic self-censorship. Ukraine, despite the war, continued aligning its media legislation with EU directives, refining the 2022 media law and drafting digital advertising rules – demonstrating commitment under extraordinary circumstances.

Overall, the CEE media landscape remains highly sensitive to political developments. Poland’s democratic reset, Romania’s contested elections, Hungary’s state-linked consolidation, and Slovenia’s EU-aligned reforms mark the most consequential changes, while ongoing legislative alignment with EU frameworks gradually redefines media regulation across the region.