The Political Environment of the Media Market in Poland 2023

The most significant political events of 2023 included the parliamentary elections and their outcome in October 2023: the removal of the right-wing party Law and Justice from power, the assumption of power by the opposition, and the appointment of Donald Tusk as Prime Minister. Before the parliamentary elections, there was a notable surge in civic activity in Poland.

The "Women to the Polls" campaign exemplified how to effectively foster a sense of community. With impactful messaging, genuine engagement, widespread outreach, and the use of technology, it demonstrated significant potential to support core values. The focus of the efforts was on democratic values, women's rights, and combating populism by swiftly exposing the manipulation of anti-European and anti-democratic politicians.

Poland returned to upholding the rule of law, including discussions regarding accessing EU funds from the National Reconstruction Plan (KPO) – a Polish program of reforms and investments that is part of the EU's Recovery and Resilience Facility, a key component of Next Generation EU. Poland is set to receive €59.8 billion. In line with EU objectives, a significant portion of the budget will be allocated to climate goals (46.60%) and digital transformation (21.36%).

Political changes have led to the democratization of public media, which has ceased to serve as a government propaganda tool. Journalists associated with Polish Television (TVP) and the previous government moved to a private right-wing television station, TV Republika, after the elections. Following the transfer, TV Republika saw an increase in viewership to 1.69% in the commercial group (ages 16-59), representing a growth of 0.04% year-over-year. Its main competitors, TVN 24, hold a share of 3.95% (up from 3.2%), and Polsat News maintains a share of 1.16% (up from 1.15%).

Published: September 15, 2024

WERONIKA SZWARC-BRONIKOWSKA
VICE PRESIDENT | MEDIA PEOPLE
MEDIA EXPERT, ENTREPRENEUR, LECTURER AT UNIVERSITY SWPS, SENIOR MEMBER OF PROGRAM BOARD IN THE INTEGRATED MARKETING FORUM (FMZ).
weronika.szwarc-bronikowska@wecan.net
Working in the media industry since 1997. From January 2017, Co-Founder and Vice-President of Media People. After one year of operation, Media People became the highest-rated independent media house in Poland in “The report of best advertising agencies and media houses” made by Media & Marketing Polska magazine and the winner of the "Debut of the year 2018" award by Panorama Raport, press magazine. In 2021, Media People became finalist of a competition for the best company in Poland held by the Center for Entrepreneurship of the Management Department, managed by graduates of the University of Warsaw. In the past, she worked on the side of the largest publishers (Agora, Prószyński, ZPR). Since 2005, she has been running her own companies. In 2017, she was chosen to be one of two Polish participants of the local “She's Mercedes” campaign featuring inspiring woman in marketing business in different parts of the world.

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The Political Environment of the Media Market in Poland 2023

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