Formation of Estonian broadcasting landscape 1994–2007: Experience of the transition state. Impact of the EU legislation on the Estonian television broadcasting since mid 1990s.
(Tartu University, Estonia)
ABSTRACT: The article analyses the changes in the Estonian television landscape between the years 1992 and 2007. The article states that, in the conditions of Estonian liberal policy (Knell, Srholec, 2007; Holmes et al., 2008), European Union media regulation and television stations′ economic conditions, influenced by the size of the Estonian television market, led to the enforcement of the legislation which was economically advantageous and protectionist towards commercial TV-stations owned by international corporations. As a result, profit for private television companies was guaranteed but, at the same time, the value of the offered contents diminished. The Broadcasting Act amendments from 2000–2001 were aimed to increase the promotion of Estonian culture and to guarantee its better reflection. In reality Acts′ impact was minor and private channels commercialized. As a result of these processes, the private television programmes aired today are equable and entertainment dominates.