Safeguarding Media Freedom in the Age of Big Tech and AI
On the first day of the POINT Conference, a panel discussed the evolving and at times troubled relationship between the media in the region and the large online platforms that they depend on for reaching the audiences. This relationship is further complicated by the rise of generative artificial intelligence (AI).
The panel speakers were Claire Haering of the OSCE Representative for Freedom of Media, Snežana Nikčević of Montenegrin non-governmental organization 35mm, Maja Ćalović of Sarajevo-based Mediacentar and Feđa Kulenović of the University of Sarajevo.
The panelists highlighted that the OSCE policy manual “Safeguarding Media Freedom in the Age of Big Tech Platforms and AI”, launched in October 2025 and developed with input from around 150 experts, seeks to provide a comprehensive framework for addressing the growing influence of major technology companies on access to information. The manual is built around three key pillars: visibility, viability, and vigilance. Speakers emphasized that these concepts are intended to address the realities of a media environment that has undergone a seismic transformation over the past decade.
According to panelists, the concentration of power in the hands of a small number of technology companies and the lack of transparency surrounding platform governance represent significant challenges to democracy, media pluralism, and the broader information ecosystem in the region of Southeast Europe. While the manual recognizes the obligations of states to protect media freedom and ensure access to information, speakers stressed that any regulatory intervention must remain firmly anchored in human rights principles and the rule of law. One of the concerns during the drafting process was ensuring that proposed measures do not create opportunities for state encroachment on media freedom.
The discussion also focused on the growing dependence of media organizations on large platforms for audience reach. Participants noted that the manual proposes a range of short-term mitigation measures designed to support media that serve the public interest. However, questions remain regarding who should determine what constitutes public-interest media and how such classifications could be applied in practice without compromising editorial independence.
Another major topic was the issue of remuneration and compensation. Speakers argued that technology platforms and AI systems derive significant value from journalistic content while media organizations struggle to secure sustainable revenue streams. The manual was described as offering a new vision for the information space that seeks to establish fairer economic relationships between platforms and content producers.
Panelists also discussed efforts to develop a regional roadmap for implementing the recommendations contained in the manual. While there was a broad agreement on the need for action, participants acknowledged that implementation will be challenging due to significant differences in legal frameworks and regulatory capacities across countries in the region. Nevertheless, speakers emphasized the importance of prioritizing measures that address media plurality, platform dominance and the increasing influence of algorithmic systems on public discourse.
Research conducted by Mediacentar and Centre for Media Pluralism and Media Freedom (CMPF) was presented as evidence of the significant impact that major platforms have on the visibility of journalistic content. The findings suggest that a small number of companies now control much of the digital public space through which media organizations reach their audiences. Newsrooms are increasingly required to adapt their practices to platform algorithms, often without adequate information about how those systems operate. Unexplained content removals and limited appeal mechanisms are particularly concerning issues. Such practices illustrate the imbalance of power between technology platforms and media organizations. The rapid development of AI technologies is expected to further complicate these dynamics by introducing new challenges related to content distribution, visibility and monetization.
The panel concluded with a discussion on media viability and the need for collective action by the media sector. Speakers suggested that media organizations may need to organize themselves more effectively, in a manner similar to collective bargaining structures, in order to negotiate fairer terms with dominant platforms. They also stressed the need to challenge the widespread perception that information available online is inherently free. Quality journalism requires resources, and audiences, platforms, and policymakers must recognize the costs associated with producing reliable information. The current situation, in which platforms capture a disproportionate share of digital advertising revenue while media organizations receive only a fraction of the value generated by their content, was described as unsustainable and in need of reform.
Autror: Rašid Krupalija
(point.zastone.ba)