Postojeći zakonski okvir za finansiranje medija (zasnovan na setu zakona o medijima usvojenom 2014. godine) predviđa pretežno projektno budžetsko finansiranje kroz javne konkurse, kako bi se doprinelo ispunjenju javnog interesa. Dozvoljene su i druge vrste finansiranja medija (npr. sponzorstva, nabavka usluga itd.), ali su samo delimično regulisane. Propisi nisu ni sveobuhvatni niti dovoljni da spreče neprimeren uticaj na rad medija, da održe ravnopravan položaj na tržištu niti da spreče različite vrste zloupotrebe javnih resursa. Posljednji napori na reformi medija (2014) nisu rešili ovo pitanje.

Opšti cilj ovog projekta je poboljšanje pravnog ambijenta za oglašavanje, sponzorstva i ostalo neprojektno finansiranje medija preko javnog sektora u Srbiji.

Očekivani rezultati ovog projekta su sledeći:

1. a) da se napravi predlog sveobuhvatnog pravnog akta kojim bi se regulisala ključna pitanja oglašavanja, sponzorstava i drugih neprojektnih finansiranja medija od strane javnog sektora u Srbiji, a koji bi bio u skladu sa pravnim sistemom u Srbiji (ili predlagao neophodnim promene u drugim zakonima i propisima) i u opštem okviru nove medijske strategije (čije se usvajanje uskoro očekuje);
2. b) da se razmotri ovaj predlog sa svim relevantnim zainteresovanim stranama (vladine institucije, medijska udruženja i mediji koji deluju na centralnom i lokalnom nivou, medijski eksperti, oglašivači i njihova udruženja, akademska javnost, zainteresovane međunarodne organizacije) i promovišu predložena rešenja kroz pojedinačne sastanke i javne skupove u Beogradu i tri druga regionalna centra u Srbiji.

Projekat obuhvata sledeće aktivnosti:

1) Analiza postojećeg strateškog i pravnog okvira;

2) Analiza najboljih međunarodnih praksi i ključnih međunarodnih dokumenata;

3) Identifikacija i analiza postojećih studija i istraživanja;

4) Identifikacija ključnih aktera;

5) Formiranje stručne radne grupe;

6) Izrada predloga propisa od strane grupe;

7) Sastanci sa pojedinim zainteresovanim stranama i terenske aktivnosti za promociju nacrta predloga i prikupljanje doprinosa;

8) Dovršavanje predloga propisa;

9) Podnošenje predloga propisa;

10) Javna promocija (izjave za štampu, društvene mreže itd.)

Improving the legal framework for public sector advertising and other non-project types of media financing

Current legislative framework for media financing (based on the set of media laws adopted in 2014) envisages prevalence of competitive project based funding of the programmes that should contribute to the fulfilment of public interest, from the budget. Other types of media financing (e.g. sponsorships, procurement of services etc.) are allowed as well, but are only partially regulated. This regulation is neither comprehensive nor sufficient to prevent improper influence over the work of the media, to maintain their equal position on the market nor to prevent various types of abuses of public resources. The last media reform efforts (2014) failed to address this issue.

The overall goal of this project is to improve the legal environment for advertising, sponsorships and other non-project based media financing of public sector in Serbia.

Expected results of this project are as follows:

1. a) to draft a proposal of a comprehensive legal act that would regulate key issues of advertising, sponsorships and other non-project based media financing of public sector in Serbia, that would fit with the rest of the legal system in Serbia (or propose necessary changes in other laws and regulations) and within the general framework of the new (soon to be adopted) Media Strategy;
2. b) to discuss thedraft proposal with all relevant stakeholders (government institutions, media associations and media operating at central and local levels, media experts, advertisers and their associations, academia, interested international organizations) and promote proposed solutions through individual meetings and outreach meetings in Belgrade and three other regional centres in Serbia.

The project will include following activities: 1) Analysingof current strategic and legal framework; 2) Analysing of best international practices and key international documents; 3) Identification and analysing of existing studies and researches; 4) Identification of key stakeholders; 5) Establishing of the expert working group; 6) Drafting of legislative proposal by the group; 7) Meetings with individual stakeholders and outreach activities aimed to promote draft proposal and to collect input; 8) Finalization of legislative proposal; 9) Submission of legislative proposal; 10) Public outreach activities (press statements, social networks etc.)

• Regulacija promotivnih aktivnosti javnih entiteta u medijima oktobar 2020

Projekat je podržala: