Main problems that broadcast media face are common in all three countries. Economies are weak, purchase power of thepopulation declines, and there are rather low investments in media advertising.Media markets are overcrowded, with a number of pirate broadcasters anddisloyal competition, which does not provide for market sustainability,especially for local broadcasters and minority or multiethnic broadcasters.There is a high level of media politicization, with sensational or “patriotic”reporting is largely spread, while broadcasters that provide accurate andobjective information that are vital for citizens’ participation in social inpolitical processes, are rarity. In such conditions information programming canhardly be sustained on the market, which harms exactly those broadcasters thathave the broadest scope and the highest quality of program and practiseinvestigative journalism.

A number of donors haveinvested millions in media development in the region. However, a loins share ofthe overall support has been allocated for content (programming) and trainingin journalistic and editorial skills. Capacity building in management andmarketing, and support for implementation of management and marketingstrategies and plans, has been largely neglected area. Understanding that mediawill start to operate as viable businesses as soon as media laws will be inplace and media markets will be regulated have proven wrong. Lessons learntshow that only those outlets who have received support in exactly theseneglected areas are the only able to operate as successful businesses and areon the way to reach market sustainability. The best examples are RTV B92, ATVin Banja Luka, Mreza Plus in Bosnia. Some local outlets achievedsignificant results as well. ANEM members are the leading in this respect, notthe least due to extensive capacity building carried out by the ANEM TrainingCenters in the last yours. Good experiences and lessons learnt from support tothese successful outlets should be implemented in support to key localbroadcasters in Macedoniaand Kosovo, if we want them to continue with their good programming also afterthe donors pull out.