Kosovo: Between soap operas and clickbait – A fragmented media image in the heart of the Balkans

A young country with an old media fatigue

The young Republic of Kosovo, whose independence is recognized by most UN member states, faces immense challenges in developing a pluralistic and independent media landscape. While the country, where half the population is under 29, displays remarkable vitality in fields such as music and design, the media sector reveals deep divisions that hinder both citizen access to information and democratic development.

Television, diversity and political influence

The television landscape is diverse, with 19 channels originally operating in 2009, two of which broadcast nationwide, eleven regionally, and five locally. The public broadcaster RTK, established after the war with international support from the EBU and OSCE, was once considered "far ahead" compared to its neighbors, as it did not originate from a state-run predecessor. However, this idyllic picture is deceptive: funding from the state budget carries the constant risk of political interference. Observers note "certain tendencies toward partisan interests" even within RTK, and the demand for funding through citizen fees as "the best solution for independence" remains unfulfilled.

Entertainment instead of information

A striking characteristic of Kosovar media consumption is the preference for light entertainment. Latin American, Turkish, or Indian soap operas and Bollywood films dominate the preferences of broad segments of the population. Even when online media is consulted, people still spend their evenings in front of the television. This "addiction to entertainment" contributes to the fact that serious information receives little attention.

Digital proliferation without a print foundation

Print media are practically extinct in Kosovo: no printed daily newspapers have been published since 2020, all ceasing operations during the pandemic. The online sphere is teeming with platforms, often biased, whose primary goal seems to be generating clicks rather than providing sound information. The lines between opinion and fact are blurred, and there is little interest in verifying sources. One of the few exceptions is "Index online," the only relevant online newspaper available in both Albanian and Serbian, while other major portals like "GazettaExpress.com" and "telegrafi.com" do not offer a Serbian option. Digitization has also led to an escalation in comment sections, where users hurl the worst insults at each other. This has prompted online media to increasingly implement moderation.

Between activism and journalism

A key player in investigative journalism is the Balkan Investigative Reporting Network (BIRN), an NGO founded in Sarajevo. BIRN, which is 80 percent internationally funded – including by the Austrian Development Agency, the EU, and USAID – focuses on taboo topics, the rule of law, politics, and corruption scandals. However, BIRN's work is criticized by some as "activism" rather than pure journalism, since the organization maintains its own legal departments that can initiate legal proceedings against corrupt officials. While BIRN sees itself as a "watchdog" and has contributed to social development, the debate raises the question of whether such a role is compatible with the Western European ideal of journalism independent of partisan interests.

Media literacy as a luxury good

The ability to critically examine information and identify reliable sources is scarce in Kosovo. This is largely due to a lack of awareness of media literacy in educational institutions. Many people live at the subsistence level, where the struggle for survival is the primary concern, and topics like media literacy or environmental protection become completely foreign concepts. The hope that political changes or the return of Kosovars living abroad, who are often well-informed in Germany or Switzerland, might bring about a positive change has so far not materialized.

Conclusion

The media landscape in Kosovo reflects a society that oscillates between traditional values ​​and Western influences. The lack of independent reporting and critical thinking among large segments of the population remains a serious obstacle on the path to a fully developed democracy.