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Formation of Estonian broadcasting landscape 1994–2007: Experience of the transition state

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Jõesaar A.

Central European Journal of Communication

2009

vol. 2

issue 1(2)

43-62

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 con- ditions, influenced by the size of the Estonian television market, led to the enforcement of the legis- lation which was economically advantageous and protectionist towards commercial TV-stations owned by international corporations. As a result, profit for private television companies was guaran- teed but, at the same time, the value of the offered contents diminished. The Broadcasting Act amend- ments from 2000–2001 were aimed to increase the promotion of Estonian culture and to guarantee its better refl ection. In reality Acts’ impact was minor and private channels commercialized. As a re- sult of these processes, the private television programmes aired today are equable and entertainment dominates.

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1 Central European Journal of Communication

1 Jõesaar A.

1 2009

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Formation of Estonian broadcasting landscape 1994–2007: Experience of the transition state