Media in Kosova – between the pressure of business oligarchy and the crisis of economic reporting freedom

A small number of owners control the majority of major media outlets

In a democratic society, the media plays a crucial role as the “fourth estate,” informing the public, monitoring power, and ensuring transparency. However, in Kosova, the media often faces serious challenges, particularly due to political and economic influences that restrict the freedom of the press, especially in economic reporting. Following the Parliamentary Elections of February 9th, 2025, these influences have deepened, raising serious concerns about the role and independence of the media from the business oligarchy.

One of the primary ways through which oligarchs exert influence over the media in Kosova is via concentrated media ownership. A small number of owners control the majority of major media outlets, particularly television stations and widely followed online portals. These owners are often linked to large corporations and have political interests aimed at protecting or enhancing the existing power structures.

After the elections of February 9, the connection between business and media has become even more evident. Media outlets under oligarchic control have aligned themselves with the narrative of the new political landscape, avoiding criticism and limiting coverage of sensitive issues that might threaten the economic interests of their owners. As a result, the media no longer functions as an independent mechanism of power oversight but instead becomes a tool for spreading the interests of powerful groups.

One of the most visible consequences of this political and economic control is the decline of investigative journalism in the country. Journalists and editorial offices, fearing the loss of financial support or facing political pressure, often choose not to address topics that might jeopardize their relationships with businesses or supporting authorities. This form of self-censorship hinders the necessary scrutiny of corruption, nepotism, and institutional mismanagement.

Immediately following the latest elections, this trend has intensified, significantly limiting the information provided to citizens and denying them the opportunity to make informed decisions.

During 2025, Kosova experienced a significant rise in the prices of basic goods, a development that directly affected the daily lives of citizens. However, media coverage of this issue has often been lacking and, in some cases, biased.

Major media outlets have been reserved or have downplayed content related to protests and calls to boycott large retail chains, organized in response to high prices and the substantial profits of these corporations. This avoidance has sparked suspicions about the influence of big businesses on editorial content.

Moreover, in several cases, the rhetoric used by media has aimed to shift the focus away from the responsibilities of businesses and institutions, instead using more neutral language or redirecting attention toward external factors, such as global energy price increases. This has overshadowed the genuine social and economic concerns of the citizens.

Another serious issue is the lack of transparency in media financing in Kosova. Many outlets do not disclose their sources of income or potential ties to political or economic entities, creating an environment where it is difficult to determine who controls the content and why. This lack of transparency allows interest groups to use the media as a tool to pursue their agendas without facing accountability or effective oversight from the public or institutions.

Despite these challenges, there are new initiatives and media outlets that aim to provide independent and investigative reporting. These media are usually supported by international funds and strive to maintain a critical stance toward political and economic power. However, they face major financial challenges and constant pressure, and their impact remains limited compared to the dominant media controlled by oligarchs.

Thus, the post-election period in Kosova has highlighted the growing influence of the economic oligarchy over media reporting, resulting in a decline in press freedom, self-censorship, a lack of investigative journalism, and biased reporting on vital issues such as the rising cost of living.

The latest report by “Reporters Without Borders” emphasizes the need to preserve media independence and calls for legal reforms, financial transparency, and strong support for independent media. Only through such measures can Kosova ensure a free, accountable media capable of defending the public interest and democracy. /The Balkan Report/