ARMedia in-Depth_Interviews Analysis

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REPORT

ON

IN-DEPTH INTERVIEWSconducted within the scope of

Alternative Resources in Media Program

ByMargarita Hakobyan

CAUCASUS RESEARCH RESOURCE CENTERS - ARMENIA

YEREVAN 2011



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This report is made possible by the support of the American People through the United States Agency for

International Development (USAID). The contents of this report are the sole responsibility of the author

and the Caucasus Research Resource Centers program of the Eurasia Partnership Foundation and do notnecessarily reflect the views of USAID or the United States Government.

ACKNOWLEDGEMENTS

The author acknowledges all individuals and organizations that contributed to this research: the Caucasus

Research Resource Centers for enabling the data analysis and report writing based on information

collected via thirty-three in depth interviews within the Alternative Media in Armenia Project. Special

thanks should be addressed to Dr. Robia Charles, Associate Regional Director CRRC, for multiple

reviews, valuable comments and editing the draft report, and to Dr. Heghine Manasyan, CRRC-Armenia

Country Director, for her generous support and effective guidance through the successful accomplishmentof the analysis, as well as to Gayane Mamikonyan for her advice and encouragement. The author is also

very grateful to Syuzanna Barseghyan, Tatevik Mkrtchyan and Seda Barkhudaryan for their assistance

provided in categorizing quotations.



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Table of Contents

ACKNOWLEDGEMENTS .......................................................................................................................... 1

Introduction ................................................................................................................................................... 3

The research methodology ............................................................................................................................ 3

1. The quality of media output in Armenia ............................................................................................... 3

1.1 Broadcast media (television and radio) ............................................................................................... 6

1.1.1 Entertainment programs ............................................................................................................... 8

1.1.2 News programs .......................................................................................................................... 10

1.1.3 Entertainment vs. news .............................................................................................................. 12

1.2 Print media ........................................................................................................................................ 13

1.3 Online media ..................................................................................................................................... 14

2. Obstacles to High Quality Mass Media in Armenia ........................................................................... 15

2.1 Mass media legislation ...................................................................................................................... 17

2.1.1 Interference with and dependence of mass media ...................................................................... 19

2.2 Journalistic professionalism .............................................................................................................. 21

2.3 Journalism as a component of mass media ....................................................................................... 22

2.3.1 The quality of journalism and standards of journalism .............................................................. 23

2.3.2 Legal protection of journalists, freedom of speech and security ................................................ 25

2.4 Media consumption in Armenia ........................................................................................................ 27

2.4.1 Media management .................................................................................................................... 27

2.4.2 Audience formation.................................................................................................................... 31

3. Alternative media sources ....................................................................................................................... 34

4. Conclusion .......................................................................................................................................... 34



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Introduction

In-depth interviews with representatives of the media industry represents the 4th qualitative component of

a larger research project conducted within the framework of the Alternative Resources in Media Program

(ARM program), Internews Network (IN), in partnership with the Internews Media Support NGO in

Armenia (IMS), the Yerevan Press Club (YPC) and Eurasian Partnership Foundation (EPF). The aim of

the in-depth interviews is to complement and compare findings on the opinions of media professionals

with a quantitative study of the general population using face-to-face interviews and a structured

questionnaire, as well as with survey data and YPC monitoring data on media preferences of audiences

(media demand) and media supply. In-depth interviews also complement eight focus group discussions

among specific population groups to reveal media preferences in Armenian society and their expectations

on media content, formats and other issues, as well as their perception of media freedom, censorship, and

their trust in the media.

The research methodology

In total, 33 in-depth interviews (IDI) were conducted with representatives of the Armenian broadcast

media (TV and radio), print media, online publications, news agencies and media advocacy NGOs/civil

society representatives. Criteria for in-depth interview participant selection included that the respondent

should be a representative of the media industry or a civil society community. Participants were also

required to have comprehensive knowledge of the media situation in Armenia. This research sought adiversity of participants with regard to:

Print, television and radio journalists and editors;

Media managers and journalists;

Capital city versus regional media;

State versus private media;

Pro-governmental versus opposition media.

Purposive sampling was employed to select in-depth interview respondents. There were 29 males and 4

females who were from 30 to 60 years old. 5 out of the 33 respondents were representatives of provincial

media outlets and NGOs. This was done in order to focus on people who have appropriate experience, as

well as background and insight into the media situation in Armenia. Questions for the in-depth interviews

were divided into five topics with related sub-questions: 1. quality of media output, 2. freedom of speech,

3. situation with journalists, 4. media legislation, 5. audience formation.

1. The quality of media output in Armenia

The in-depth interviews asked how participating experts understood generally accepted standards and

definitions of high quality media output. Using their perceptions as a baseline clarified other judgments

about the quality of media in the country.

“[Quality exists when you have] rich information and you get answers to the 3 most importantquestions that have always bothered the mankind: what, when and where? We do not get answers

to these questions today.” (Director of an online media outlet, male, about 60)

“Television programming has to have high quality scenarios, stage direction and be produced by

competent people.” (Ex-director of a TV channel, male, about 45)

“[The standard of quality is obvious] when the reader [consumer] is ready to pay money and

trusts the particular brand. [There is high quality] when there is effective management…a



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professional team with a vision. Also, the content matters. Who needs it? What is its target

audience? There is also a brand which must always be preserved. After working on and setting up

a brand for many years, the brand begins to work for you. A brand always needs to be on high

level. ” (Director of a news agency, male, about 40)

According to most of the respondents, mass media in Armenia lacks many of the quality standards that

are found in much of Western media. These include proper analysis, impartiality, objectivity and the use

of different sources. Currently there is event-driven media without these features. Other indicators of high

quality that are absent in Armenia media include informative content with analysis, expert opinion, quickdissemination of reliable information, general professionalism, and a high standard of language, as well as

reliable and pluralistic information that reflects the interests of different segments of Armenian society.

Additionally, whether or not other international media outlets cite information from Armenian media is an

indication of high quality.

“We lack plurality in each of them [media types]. All the media outlets resemble their owners. If

owners were different, there would be pluralism.” (President of a provincial NGO, male, about

45)

“People with an above average IQ are not interested in local television whatsoever. They have to

either switch to satellite programs or not watch local programs.” (Director of an NGO, male,about 50)

“The ability to present several possible scenarios without coercive opinions is important.”

(Director of a news agency, male, about 45)

“There are cases when a journalist can allow themselves to express their personal opinion.

However, it has to be presented as one of many possible opinions and not as a definite

conclusion. I need the opportunity to draw conclusions myself.” (Director of a provincial NGO,

male, about 50))

“To me, the most important characteristic of [media] quality is its influence [on society] and a

certain level of social responsibility that it should have.” (Director of an information center,

male, about 40)

“The worst is the level of the language...There was a time when the language heard on air had

higher quality. The poorly educated segment of the nation takes today’s linguistic garbage as a

norm. Speech has lost its value and television doesn’t help make the situation better [without

educational programs].” (Lecturer, female, about 60)

Many respondents mentioned certain sources of foreign broadcast media such as CNN and BBC

television as exemplary. They distinguished Artak Aleksnayan’s “Banadzev” Media Production projects

on H1 and programs on “Yerkir Media” TV channel as rare examples of high quality Armenian broadcast

media.

“It [Yerkir Media] provides an interesting output. It has certain goals and tries to be objective

because it definitely needs objectivity. But its oppositionist affiliation is a problem.” (Director of

a news agency, male, about 45)

Respondents noted that local sources of online and print media seem to have higher quality, but are still

not completely sufficient. News.am, Lragir.am, Tert.am, A1plus.am, Hetq.am were among the most



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frequently mentioned internet media outlets with high quality. The Aravot was noted as providing the

highest quality print media.

“We have more freedom, balance and variety on the internet. (President of a provincial NGO,

male, about 45)

“In fact, we have to pay res pect to print media because they carry the whole load of mass media

on their shoulders and they provide better quality information under difficult conditions. At least

they manage to impact society and express the opinions of society.” (Editor-in-chief of anewspaper, male, about 65)

Upon describing the general quality of media output in Armenia, the participants used a multidimensional

and comparative approach to characterize broadcast (television and radio), print and online media. They

also evaluated them separately based on the technical issues, content quality and comprehensiveness.

Participants generally perceived the quality of media output to be poor. Media is seen to have some

positive trends, including improved technical quality, the acquisition and promotion of new franchise TV

projects by several TV channels, and the development of a “new media” industry (e.g., Facebook, Twitter

and other internet pages). However, current media outlets in Armenia fail to provide balanced, diversified,

reliable, fair or accurate information. They do not produce programs that address the needs of allsegments of society, including subgroups. They also do not follow standards of quality that should be

guidelines within professional journalism.

“[The overall quality]…is stagnant and doesn’t move.” (Editor-in-chief of a regional newspaper,

female, about 35)

“Technical quality is way ahead of creative quality…The intellectual product is evaluated less

than the technology…This is absurd.” (Ex-director of a TV channel, male, about 45)

“The product seems visually acceptable with…beautiful packaging that you want to trust, but

then you begin to doubt.” (Director of an advertising agency, male, about 35)

“[Many years ago, despite poor technological quality] there would be mor e quality debates than

we have today.” (Editor-in-chief of an online media outlet, male, about 45)

With respect to the comprehensiveness of media coverage and the political nature of content, the majority

of experts think that most of the important issues in Armenian society are covered. However, unnecessary

prejudice almost always exists, as well as a lack of both in-depth examination and substantial details.

There is also an absence of solutions to many of these problems. The range of topics that require more

attention and that are often deemed taboos are various social issues, activities of the government and

opposition, human rights, ecology, religion, health care and poverty. For example, a few experts

mentioned the armed forces and found it difficult to decide whether or not it should be fully covered due

to the strained territorial situation in the region.

“All those topics which might harm the power of authorities and maintenance of the power are

tabooed.” (President of a provincial NGO, male, about 45)

“[They] are either not covered at all or have substantial changes and mixed commentaries.”

(Managing Director of an advertising agency, male, about 50)



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“[Those are not discussions] but more like propaganda…Upon general agreement many issues

are not considered to be worthy of being talked about.” (Chairman of an NGO, male, about 55)

“[I am not sure] if we need to discuss it [the armed forces] publicly. I guess society has to decide

how this kind of topic should be presented.” (Editor-in-chief of a regional newspaper, male, about

45)

“[It would be excellent if the media covered] all the achievements of the government [especially

in the social field]. Even if the government has found a solution to a social problem, this is stillnot covered. We live by commemorating (our past); this is a syndrome of a dead nation.”

(Director of an NGO, male, about 50)

Descriptions of different media types are discussed below as well as some possible reasons behind the

current situation in the media realm. Experts also shared their expectations and suggestions about possible

solutions that might improve the quality of media output.

1.1 Broadcast media (television and radio)

Radio was rarely mentioned during the discussions and when it was, the quality was unanimously

described as low.

“[We don’t have] ‘talk radio’. Except for the national and Azatutyun radio station, all others are

musical.” (President of a provincial NGO, male, about 45)

“It is widely accepted that radio lags behind television in terms of audience size, followed by

newspapers. A balanced format is missing in Armenia. Only the national radio station broadcasts

news. Azatutyun has a party affiliation and it only broadcasts opposition standpoints. [According

to them], only bad things happen in Armenia and there is nothing to hope for.” (Editor-in-chief of

a newspaper, male, about 65)

The quality of television is perceived to be the worst among all media types with no significant

improvements. It is still known to be the media outlet with the largest audience and thus is the most

influential media type in Armenia. On one hand, the use of new technologies is believed to have

improved technical quality in broadcasting. In addition, the acquisition of several high quality franchise

programs by different TV companies has enhanced competition between them in order to obtain higher

ratings. On the other hand, the quality of television content is burdened by several factors: having to

maintain the high quality of copied entertainment programs, the absence or low quality of existing or

similar programs, low quality news and entertainment programs such as soap operas, as well as a lack of

programmatic variety including educational and narrative programs.

“Television is indeed developing in Armenia, but only entertainment television. I understand that

all this [soap operas and entertainment programs] might be very important. Nevertheless there

has to be a balance. Serious investments have been made here, not only because Armenianstraditionally love to watch TV, but because people understand the importance of these

investments.” (Director of a news agency, male, about 40)

“The best programs are not information programs, but soap operas and entertainment

programs.” (Managing Director of an advertising agency, male, about 50)

“We don’t have a choice today. What we have is decreasing air -time, low quality soap operas

and junk shows. As a consumer, I have to accept this fact and my only choice is to watch or not. I



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choose the second. It is high time that we say this kind of television is not needed.” (Chairman of

an NGO, male, about 50)

Television was stated to be the media type that rarely covers important topics and significant issues in

society. It is also perceived to reflect the entire political spectrum the least.

“The political order behind these talk- shows is so obvious that I get annoyed and bothered.”

(Lecturer, female, about 60)

“[Not covering the spectrum] has become a ‘rule of the game’. The number one issue for

television outlets is ratings. If a television outlet such as A1+ enters the game, the issue of ratings

will disappear and more concentration would be put on content.” (Ex-director of a TV channel,

male, about 45)

“[Even when oppositionist standpoints are shown on television], this suggests that authorities

were not against them being on air —this confirms that it [television] is still being controlled.”

(Editor of an online media outlet, male, about 35)

The experts think that the quality of broadcast media can be improved by having properly conducted

competitions for broadcast licenses according to procedures that are already stipulated by existing

legislative enactments or further laws that might be developed to support this. However, the experts do

not believe that this competition helps to improve quality because of interference with the licensing

process through the use of direct or indirect leverage. They find current competition unfair and biased, as

well as affected by political factors.

“The licensing process is not affected [by political circumstances]; it is itself a political process.”

(Executive director of a regional TV channel, female, about 45 )

“It [licensing] does not represent free competition [between businesses], but a competition on the

political platform —who’s protégé is more powerful and can stay longer?” (Editor-in-chief of a

regional newspaper, male, about 45)

“Competition and quality cannot be improved until the licensing is unpredictable. It is logical.

Media is power; he who has information has power and he who has power controls the flow of

information.” (Lecturer, female, about 60)

“Ordinary competitions turn into political shows with a predictable ending.” (Director of a news

agency, male, about 40)

“Well, being transparent is not the same as being fair. I think it [the licensing proces s] is

transparent. It is clear to all of us that certain television companies get cheated. So, yes, it’s

transparent. The process itself seems to be as transparent as we could hope for it to be, but that

doesn’t change the outcome. I mean it is transparent ly wrong. The decision-making board needs tobe composed of people who represent all facets of society. Competition should lead to better quality,

but competition in fact really leads to what sells best.” (Editor-in chief of an online media outlet,

male, about 55)

The experts had ambiguous opinions about the shift from analog television to digital television and

whether or not this would improve media quality. Many of them believe digitalization is likely to enhance

technical quality, but not the quality of content. Moreover, most of the experts did not think that Armenia



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is currently ready for this process partially due to the financial costs and unreasonable deadlines

associated with the transition from analog to digital.

“Digitalization itself is a very costly and hard process, which will not be compensated. In addition,

internet resources and other broadcast systems (satellites) develop so fast that digitalization will lose

its significance.” (Editor-in-chief of a regional newspaper, male, about 45)

“This [the transition process from analog to digital] is a trick. You know, the digitalization of

television remained in the 20th century; there is no need for it.” (Editor-in-chief of a newspaper,male, about 45)

1.1.1 Entertainment programs

The quality of entertainment programs was seen as ambiguous, but was thought to have more negative

than positive features. The entertainment portion of airwaves is mostly composed of so called “net

programs” that are seen to be copies by the majority of experts, while soap operas were overwhelmingly

viewed as national productions. The re-performance of these programs is considered to have low quality

due to a lack of professionalism. Participants also considered entertainment shows to be important fortelevision companies since they are profitable and bring in high ratings. Thus, they cater to what they

think is public demand. The overall negative attitude toward entertainment programs (e.g., soap operas on

national television) is connected to their poor content, as well as the idea that there is no room left for

other types of programs.

“They [media companies] have made us get used to getting entertained by the worst, base and

primitive (i.e. something with low quality) content . They want to convince us that everybody

watches it from their high ratings. Of course they get ratings because there is nothing else (on

television). Honestly, no intellectual or truly entertaining program exists.” (Director of an

advertising agency, male, about 35)

“I am not against those soap oper as and bad programs. I am against the fact that there is nothing

else [on television]. The message given to youth is that nobody pays attention to them…That’s

why they abandon this place. This is a crime. It [television] has lost this generation. So it has to

find new ways…to bring it [the generation] back .” (Lecturer, female, about 60)

The quality of soap operas has received mixed reviews. Few experts believed the fact that national soap

opera production has replaced foreign soap operas is a positive outcome. The technical quality of their

production is also estimated highly as opposed to content or artistic quality. Other arguments against

today’s soap opera industry include the belief that they only comfort a certain group of people and

generally distort the image of Armenian society, thus negatively impacting youth. This influences people

to be disconnected from reality. Moreover, the experts remarked that the soap operas themselves are notconnected to reality.

“An aggressive ’soap opera’ policy is being exercised…and I even think that this is done purposefully to dampen people. They [soap operas] steal the audience.” (Executive director of a

regional TV channel, female, about 45)



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“With respect to themes, they [“The Sopranos” and Armenian gangster soap o peras] are not

very different, but the quality of production is day and night.” (Editor-in chief of an online media

outlet, male, about 55)

“The artistic quality is poor. They are dubbed [from foreign soap operas]…they are connected to

reality insofar as t hey present no harm to the authorities.” (President of a provincial NGO, male,

about 45)

“[We don’ have] heroes that would be exemplary for our generation.” (Editor-in-chief of aregional newspaper, female, about 35)

“They [soap operas] are designated for people with low culture…and they distract people on

purpose.” (Editor-in-chief of a newspaper, male, about 50)

“I don’t let my children watch those soap operas; they spoil them.” (Director of a news agency,

male, about 45)

The excessive interest and competition for ratings is a prominent factor that influences quality, both

positively (an incentive to enhance the quality) and negatively (less attention to other formats). Other

types of entertainment programs are left off of the airwaves due to what is perceived to be public demand.

This is a phenomenon that also exists on public television.

“The worst thing is the argument that they provide what the nation wants. The nation does not

want this. You force the nation to watch it and bring about the degradation of the nation…[The

broadcasting outlet has the mission of developing society]. You have to raise the level of your

nation with good programs. One must try to give the nation something good and if you can’t

create that, then don’t put your incapability on t he shoulders of your nation by justifying that the

nation will not understand it. I believe the nation will not only understand but will evaluate high

and even applaud.” (Director of an NGO, male, about 50)

“[We don’t have programs] that have a clear objective to start from one place and end up with

an idea. I am not able to follow everything and being a socially active person, I need to use my

‘mediator’. This so called ‘mediator’ is the media and it has to expand my viewpoints. However,

it does not. It narrows it down to 2-3 questions.” (Lecturer, female, about 60)

Experts also mentioned the lack of initiative, existence of financial problems and the poor quality of

professionals as problems.

“What is missing is the capacity to produce a quality program that requires more money than

most people here have.” (Editor-in chief of an online media outlet, male, about 55)

“It is not only about money…we don’t have enough specialists. The amount of money you give

them does not matter. If they don’t have capacity, then nothing can be done about that. That iswhy the most you get [from the media] is vulgar and uninteresting.” (Director of an advertising


“I have the impression (excuse my statement) that the nation suffers from impotence.” (Director

of an online media outlet, male, about 60)

“There are people who could change something. However, nobody cares.” (Director of a news




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“It is not possible that there are more talented people in America or Russia. How can it be that

not a single idea comes to anyone’s mind? How does it happen that idea are not developed here,

but in America or in Russia?” (Editor-in-chief of a newspaper, male, about 45)

“We don’t want to think; we want to copy.” (Director of an advertising agency, male, about 35)

“I don’t see anything that could interest me so why should I waste my time? I have the internet

where I can find whatever I want .” (Director of a news agency, male, about 40)

1.1.2 News programs

With regard to news programs, experts mentioned that technical quality seems to have improved.

However, the quality of content is still poor. The majority believes that television fails to provide

consumers with diversified, impartial, objective and balanced information in news programs. This

problem comes down to control exercised by certain state and oligarchic circles that restrain television,

make it obedient and hamper its development. Thus, the quality of reported information suffers.

“They try to stay away from trouble. There is no news per se. There is an official propaganda.”(Editor-in-chief of a newspaper, male, about 45)

“The founders [of TV companies] say ‘Let’s give news in a way they [the government] wants, and

they will not harm our business.’” (Director of an advertising agency, male, about 55)

“[Because of control] over the television, which ought to be more precise, news is completely

lost. They [television and its founders] are lost and don’t want to understand because it is

comfortable for them to stay in this state and keep the nation under a delusion. They can’t assess

the situation and understand what is important. They can’t choose significant topics. (Director of

an online media outlet, male, about 60)

“They [TV companies] take a discriminating approach to information. Some things are shown

and some are not.” (Director of a TV channel, male, 46)

“They don’t provide the full story. What they show is just one- sided…The news has become

corporate; it is a source of financial income with newly obtained commercial trends.” (Director

of an advertising agency, male, about 35)

“[These information programs] are not set up correctly from a journalistic point of view. They

are not objective. I don’t see journalistic standards being applied according to which the

journalist should not interfere or provide opinions (or leave others’ comments and opinions out).

Television basically broadcasts the same interpretation, opinions and problems. In fact they all

give same opinion.” (Managing Director of an advertising agency, male, about 50)

“In most cases, whatever Haylur broadcasts is more an anti-PR of the same thin g.” (Editor-in-

chief of an online media outlet, male, about 30),

It is also observed that news from all of the TV outlets is primarily comprised of official events and a

repetition of international news with poor translation. Thus, they do not differ much in content during any

given day.



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“There is an overflow of political events…too much attention to something that does not add

value (this overemphasis on political events can make unimportant events seem important and

leave out important events which are tr eated as unimportant).” (Editor-in-chief of a regional

newspaper, male, about 45)

“They [TV channels] prolong the news by adding unnecessary things including graphics. You

can see everything there from Palestine, Libya and Tunisia, but nothing about the demonstrator

killed on the next street. This is not news; it is more like pseudo-news or ‘lights’ with dominating

every day topics.” (President of a provincial NGO, male, about 45)

“Once you watch any single channel, there is no need to watch the others. T hey give the same

material with almost the same words.” (Director of an advertising agency, male, about 55)

“[The news] is very predictable. I have the impression that they seek to fill the vacuum by not

giving people what they actually want to hear.” (Lecturer, female, about 60)

“You have to present something sensational at the beginning of the news [and not the official

facts]. In principle they are sticking to the idea of not making up anything new and keep the way

it was during the 70-year of Soviet per iod.” (Director of an advertising agency, male, about 55)

Almost all experts representing media outlets located in the provinces stated that television does not pay

proper attention to provinces and the existing problems there. According to one of experts from one of the

provinces, a recent survey exposed the fact that people living in provinces watch more local news than

national news.

“The media have become Yerevan-centric.” (Executive director of a regional TV channel, female,

about 45)

The audience prefers to obtain news from online media outlets as a consequence of the low quality of

news offered by broadcast media.

“A highly intellectual person will try to find alternative media. What exists is not media, butopinions.” (Director of a news agency, male, about 35)

“The criterion [for identifying quality] is simple. Each person has to ask himself from where he

gets the most important news and it will be shown that only 15% is taken from television. The rest

is gotten from newspapers and the internet.” (President of a provincial NGO, male, about 45)

“I think that people who want to get information do not watch TV any longer or will not continue

to do so in the near future. I take it for granted. I don’t care much about what will happen to

television because if it remains the way it is now, people will only watch entertainment television

and will get news on the internet. This is profitable for us because our business grows. Let them

[television] unintentionally give the news empire to us [online]…We don’t expect anything else.”(Director of a news agency, male, about 40)

“Television is considered to be influential if it has strong news programs and it is analytical.

Those which don’t have them turn into entertainment or narrow-profiled television programs.”

(Editor-in-chief of an online media outlet, male, about 30),



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1.1.3 Entertainment vs. news

The overwhelming majority of experts stated that entertainment outweighs news. Approximately half of

the respondents evaluated this situation to be negative and said that there should at least be an equal

amount of news.

“It is very easy to find entertainment, but very difficult to find news. We don’t have problems with

entertainment. Today’s entertainment does not alleviate society’s pains, while the news doe s (e.g.,

this was a task successfully accomplished by the government).” (Executive director of a regional

TV channel, female, about 45)

According to participants, the main reason for the entertainment-oriented media policy is the pursuit of

high ratings that attract advertisers and financial resources.

“These entertainment programs bring in more money and thus news programming is pushed into

the background. Thus, the news is not really news, but propaganda.” (Editor of an online media


“If there is a news program on at the same time as a soap opera on another channel, then nobody

would watch the news. What should the media manager do? Either come to terms with the fact

that nobody needs news programs or diminish the amount of new progr amming and experiment.”

(Director of a TV channel, male, about 45)

Meanwhile, the other half of the participants find that having more news-related programs would bore

consumers and diminish their interest. The only remaining concern is about the quality of provided

entertainment programs.

“If you take out the entertainment part from [TV airtime] nobody will watch television….It is

profitable and ensures the vitality of the media and its future. The audience itself decides what towatch. What will be chosen is a matter of situation”. Editor-in-chief of a regional newspaper,

male, about 45)

“In a country with the size of Armenia, given all of its conditions, you would be hard pressed to

produce enough good news every day. Of course entertainment becomes the driving force. It is a

catalyst as it has been in every case that I know of. This is not unique to Armenia.” (Editor-in

chief of an online media outlet, male, about 55)

“[A balanced airtime with equal parts of news and entertainment is possible]...But here we have

only repetitive news…[In contrast to some Russian TV channels] where there are at least 2 -3

pieces of new information in upcoming news releases.” (Ex-director of a TV channel, male, about

45)

“Entertainment is dominant because people usually watch TV for entertainment purposes.”

(Managing Director of an advertising agency, male, about 50)

A few of experts suggested having narrow profile TV channels such as MTV and CNN.



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1.2 Prin t media

There are many contradictions regarding the perceived quality of print media in Armenia. In general,

newspapers were mentioned more often than magazines. Also, newspapers received both positive and

negative estimations, while magazines received only negative remarks. According to the majority of

experts, print media proves to be more independent as opposed to television. Nonetheless, the quality of

print media is suffering and this is perceived to be due to serious financial problems that print media

faces, small quantities of circulated copies, and obstacles in the advertising market. This is also partly

considered to be the reason for the low technical quality of print media.

Most of the experts suppose that the lack of financial resources causes print media to find solutions by

seeking patronage or sponsors. This is also the reason why they affiliate with certain political powers.

“The target of print media speaks for itself; for a population of 2 to 3 million people, the highest

circulation is 6,000 to 7,000 copies. These newspapers are not mass media outlets; they are for

disseminating rumors within a particular group of the society or as a means of propaganda. This

speaks of its quality.” (Managing Director of an advertising agency, male, about 50)

“[By solving the financial problem, the authorities make print media] their friend and the

consumer is not interested in this because there are 17 TV channels that are doing exactly the

same thing. The newspapers that are not funded by the authorities have less financial resources

and hence they pay less attention to the technical quality.”(Editor-in-chief of a newspaper, male,

about 45)

I don’t see any perspective for our newspapers or magazines; they are printed exclusively

according to the political order. If a newspaper is not considered to be a business, we can in no

way have any perspectives in the print media sphere…I have never seen evidence that anyone can

earn a living by selling newspapers. They are more likely to earn money by printing ordered and

paid-for articles, rather than try to gain prestige, increase its circulation and thus catch the

attention of advertisers.” (Director of a TV channel, male, about 45)

“If we [newspapers] had more resources we would be more conscious about doing our job and

would take a more independent position. We would also be mor e oriented to society.” (Editor-in-

chief of a newspaper, male, about 65)

In most experts’ opinion, today’s print media in Armenia represents an intensively politicized and

polarized sphere. Print media is seen as partial.

“I would like to have independent press media, not pro-governmental and not oppositionist, but

independent. Independence demands money.” (NCTR member, male, about 40)

“If there is an objectionable article, then someone buys the whole circulation right from the

publishing house and the newspapers do not reach consumers.” (Managing Director of anadvertising agency, male, about 50)

Online media is believed to put considerable pressure on print media since the former is more efficient

and quicker regarding dissemination. It is also important to note that the accuracy of information provided

by print media suffers.

“[Print media yields its positions] and this is not only an issue of quality, but an issue of time and

speed, an issue of finances. Because of all these problems it feels unsteady. This [print media] is



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fading away and that [internet media] is coming up. The former seems to have accepted that it is

going away and has become indifferent to itself. That’s why it adheres to sensational materials to

make itself more attractive. Eventually either it’ll become something elite, dwindling to super 2-3

or it will pass away becoming a rarity.” (Lecturer, female, about 60)

“Today, newspapers violate privacies, commit libel without solid proof and publish unchecked

information. To stay alive and simultaneous, they carry out orders hereby violating interests of

society. This kind of media outlet cannot be of quality.” (Editor-in-chief of a newspaper, male,

about 65)

“[Editors believe] that the yellower [tabloids] the press is, the more its circu lation will become.

That’s why the quality becomes worse.” (Director of an advertising agency, male, about 55)

“Event -driven press has to yield to content issues and this will help the print media not to die

away. If it remains event-driven, then the inter net will have already stolen its audience.”

(Executive director of a regional TV channel, female, about 45)

With respect to the quality of the content of print media, most of the experts believe that print media

preserves the best content quality, especially when compared to broadcast media which is not diverse and

compared to online media that does not have professional journalism. For example, online media journalists are not always responsible for the information given.

“The quality in print media has become better due to competition with the internet.” (Editor-in-


As for comprehensiveness, print media is perceived not to provide the entire spectrum needed. Thus, one

has to take several samples and compare the information to get the full picture.

“[Newspapers] are comprehensive if you take them altogether, but there is not one that

represents all [viewpoints]. There are several different aspects that need to be heard, but there’s

no single voice coalescing all of them in a believable format.” (Editor-in chief of an online media


“Newspapers are either oppositionist or pro-governmental. There is a large gap between those

extremes. There should be more newspapers like The Aravot.” (President of a provincial NGO,

male, about 45)

1.3 Onl ine media

The majority of experts noted that online media is rapidly developing. Interestingly enough, some of the

experts remarked that the starting point for new media development in Armenia was March 1 st, 2008.1

Experts think online media can disseminate and provide information more quickly than print and

television media despite the fact that the internet is still not widely available for certain segments of

society (e.g., the elderly, rural residents and the poor). Online media is also perceived to be more

objective, diverse and to provide a plurality of opinions. Moreover, it is not plagued by financial problems

or dependent on authorities as other types of media are.

1 On March 1, 2008 there was a serious clash between the Armenian national police, armed forces and

demonstrators, the latter of whom participated in a series of mass protests in Yerevan in the wake of the Armenian

presidential election on February 19, 2008. A state of emergency was invoked and many mass media outlets were

prohibited from reporting the events.



15

“I assume nobody will watch television in the near future because you can easily find open

information and transfer it on the internet.” (Editor-in-chief of a newspaper, male, about 45)

“The future belongs to the internet and it will become stronger.” (Director of an advertising


“Internet is believed to provide more opportunities, especially for the youth because everything

immediately gets into different networks. Unfortunately the number of internet-users is low and it

doesn’t play a qualitative role.” (Lecturer, female, about 60)

Yet, most of the experts believe that the quantity of these new media is working against the quality of its

content since there is a low level of professional journalism and no liability for material produced. There

are also no mechanisms for regulation. Thus, it is easy to disseminate inaccurate information. A few of

the experts also mentioned the polarization of online media similar to print media.

“They have contaminated the market. If they were not too many, they might have good quality.

The ma jority of online media are ‘copy-and- pasters’. We don’t know how to fight against this. I

don’t know if this sphere will ever be regulated, but it may later require our attention. While we

[news agencies] get registered, pay taxes, retain staff, earn money, etc., anyone can open a site,

take and copy-paste the material, put up advertisements and earn money without paying taxes.This is a totally different sphere of economic activity. Websites are like mushrooms after the rain.

All of them take part in the race to get, buy and steal traffic. This is a kind of a grand Armenian

game. Someday it will end and then we shall see who stays in the market.” (Director of a news


“They are less constrained and more attractive because of the pluralism they offer, but the

quality of journalism is not high. They do have many advantages but so far these new media are

the worst in terms of the journalism they produce which can be even worse than traditional

media.” (Chairman of an NGO, male, about 50)

“The internet is less regulated and the owners of internet sites are never held responsible for the

information. Why should I believe what they write? There is a lot of deception. How am I to

select? There is a serious problem of internet resource management.” (Editor-in-chief of a


“They [online media] plagiarize.” (Director of a TV channel, male, 46)

New media are believed to provide a comprehensive scope of important issues both through websites and

social networks such as Facebook, Twitter and blogs.

“Those times are gone. Nothing remains a secret any longer (thanks to internet).” (Editor-in-


2. Obstacles to High Quality Mass Media in Armenia

It is possible to understand that much of the mass media in Armenia is perceived to have low quality.

Freedom of speech, journalistic professionalism and type of media consumption are significant problems.

These are connected to political processes, economic considerations and societal indifference towards the

media. These three significant problems (freedom of speech, journalistic professionalism and type of

media consumption) can be broken down.



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a. Freedom of Speech: Non-use or violation of the freedom of speech is due to a widely observed

politicization and polarization of mass media. Presented information is often biased because of political or

corporate influence and extensive interference in the affairs of mass media exercised by authorities.

“20 years ago we took a different path. We didn’t create media to business. We made media into

a political tool rather than a business.” (Director of a news agency, male, about 40)

“Most of the media exists to be a platform for political ideology. They are not concerned about

whether the quality of media improves. They are only concerned about whether it is possible tohave the airwaves or print and keep a message alive. It’s not an issue of quality; it’s an issue of

voice. As long as media is owned or exists for the purpose of either presenting an opposition

point of view or pro- government point of view (or some businessmen’s ideology), quality will

always come second to having a platform.” (Editor-in chief of an online media outlet, male, about

55)

“The widely-used criterion is not to upset t he actual authorities. Nowadays we deal with a “state

capturing corruption” problem and the control over airwaves is only a small part of that. There

are also other reasons such as the adaptability of our characteristics and the absence of

statehood and civil society, etc.” (President of a provincial NGO, male, about 45)

“Many media outlets can’t find a solution to their problem of being unobjective. There is no goal

to present information objectively, but rather just to provide one opinion. What we have are

means of using propaganda and not means of providing information. All media is in the hands of

the authorities…the topics are covered as if there is clear political instruction.” (Managing

Director of an advertising agency, male, about 50)

b. Journalistic Professionalism: The low level of journalism practiced is the result of imperfect

professional education and a lack of specialists. Common journalistic rules are often unobserved by

journalists themselves.

“The quality of each good is conditioned by profes sional qualifications, a payment system and

the amount of money invested. Skilled personnel assume a good salary...on the other hand if the

payment is good, the specialist will get an opportunity to obtain solid knowledge and become an

irreplaceable specialist. When you invest heavily, sooner or later you get high quality.” (Editor-

in-chief of a regional newspaper, male, about 45)

“A journalist ha s to work on his/her own skills.” (Director of an advertising agency, male, about

35)

“[It is more difficult to cover social issues] than to write about Nikol [Pashinyan]… it will take

more time and effort. Not a single editor will give his journalist 5 days to prepare material.”

(Director of an advertising agency, male, about 55)

“Professional journalism is dying in Armenia… All grounds are set for this to happen.”

(Reporter, male, about 50)

c. Type of Media Consumption: Media management is benefit-driven and dominated by ratings. It

ignores what the general audience needs and focuses on the interests of a target group. Thus, the public is

apathetic about media consumption. In addition, the unfavorable financial and economic situation in the

country is one of the reasons behind the current media policy.



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“A huge mistake was made when media (TV, radio and print media) was proclaimed to be a type

of business. Indeed, it is a business, but only to a certain extent. Let’s not forget the ideology lain

in the heart of that business and this ideology is the basis of the state. We don’t have an ideo logy

of our own. W don’t realize the fact that this is the state’s ideology or what we ourselves work

for.” (Director of an online media outlet, male, about 60)

“It is easier to make yellow press [tabloids], because you have nothing to do. Everyone is

satisfied, no output is produced. We are trapped in our internal problems. Whatever we do is

within Armenia, but a huge part of Armenia lies abroad and we ought to introduce Armenia tothe world outside. With yellow press and low quality media we can by no means fulfill this

mission. We will lose. No one will ever believe us. No one will cite us. How can you cite

something which is illiterate, wrong and does not correspond to international standards of

journalism? (Director of a news agency, male, about 40))

“We can’t demand something that is impossible to accomplish today taking into account today’s

market and the amount of spent money.” (NCTR member, male, about 40)

[Today’s Armenian market] can nourish a maximum of 2 to 3 TV companies and we have more

than 20. The economy of Armenia doesn’t produce that much advertising and money to help them

[TV companies] operate adequately.” (Managing Director of an advertising agency, male, about50)

“Write whatever you want. The problem is with the consequential connection. Those

consequences are very passive here. Society doesn’t take action upon getting information. Society

is indifferent and doesn’t do anything. One can try to activate the media as much as they want,

but it won’t give any results.” (Editor-in-chief of a regional newspaper, male, about 45)

2.1 Mass media legislation

Most of the experts believe that most concerns about mass media are related to freedom of speech andobstructions to its exercise. In their opinion, limited freedom of speech is influenced by political and

individual factors. These include interference by power-holding structures and institutions within the

sphere of media affairs and the misuse of protection mechanisms due to corruption. Additionally, obvious

partiality from media management (in order to please power or funding sources) can be detrimental to the

creation of impartial media.

The media professionals were asked to estimate mass media legislation by pointing out its advantages and

hindrances that might need amending or revoking. To most of the experts, the legislation in force seems

to be quite good since it provides relatively favorable conditions for mass media to function. Out of the

wide range of legislative acts, “The Law on Mass Media” and “The Law on Freedom of Information”

received the most positive comments. At the same time, “The Law on Television and RadioBroadcasting” and “The law on the Regulation of National Commission of Television and Radio”

received lower estimations and even strong disapproval. In addition, experts believe that broadcast and

print media are hindered because of imperfections in the defamation legislation, regulations of the

broadcasting licensing procedures, advertisement legislation and legislation on regulating the print media

sphere.

“The legislation does not stipulate authorities’ total control over the media.” (Editor of an online

media outlet, male)



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“I have the impression that the law provides opportunities for people to evade it because it is not

formulated precisely enough.” (Lecturer, female, about 60)

“The good things are that we can have non-state (private) media. Journalists can do their job

without accreditation and the establishment of print media does not require state registration per

se. The variety of broadcasting outlets (including provincial) is also good. I think it is good to

decriminalize defamation and insult. I think the amount of compensation for moral damage

should be decreased.” (President of a provincial NGO, male, about 45)

“I find “The Law on Television and Radio Broadcasting” extremely anti- democratic. Recently,

the legislation on print media also changed for the worse.” (Editor-in-chief of a newspaper, male,

about 50)

“Those [media outlets] which are not under control (of authorities) face problems. The law was

changed for that very purpose- to enable courts to assess each letter as libel. The libel

[legislation] should be completely revoked until there are independent courts in Armenia.”

(Editor-in-chief of a newspaper, male, about 45)

“It [libeling] became an instrument against mass media and...to subdue them.” (Program director

of a TV channel, male, about 50)

Controversial considerations were conveyed about the equality of public and private media in terms of

legislation. Some of the experts think that these two categories have to be legally equal and they are not.

Others believe that they should not have to be equal taking into account each category’s functions and

missions.

“The public media receives financial allocations from the budget. This is the formal difference.

Generally speaking, they both are regulated by the center.” (Editor of an online media outlet,

male, about 35)

“It [public media] has a privileged position in comparison with private media which gets its

finances through advertising. Thus, it can cope with its existing task. This is the inequality.”

(Director of an NGO, male, about 50)

“Officially they are equal, but there are many mechanisms that eventually put them in unequal

positions.” (Editor-in-chief of an online media outlet, male, about 45)

These two parts agree that legislation ought to provide equal opportunity and treatment. Effective

mechanisms should also be created to insure the successful application of legislation. Experts believe that

the main problem is not the legislation itself, but its application.

“It is not the lack of freedom to say what you want to say. It’s the lack of responsibility in saying

what is justifiable according to ethics of journalism. I think that efforts to clarify proper medialegislation have been good, but frankly I think that media itself has been rather irresponsible and

there needs to be fair play. One of the big problems that I think we all face with media legislation

right now is not about freedom of speech. It is also not about concerns of being of sued for libel.

Rather, it’s a more practical issue. In general, I think there needs to be clarity on all sides.”

(Editor-in chief of an online media outlet, male, about 55)



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2.1.1 Interference with and dependence of mass media

On the subject of state interference with editorial content and media management, less than half of the

experts thought that mass media ought to be completely free from any interference that hinders freedom

of expression and speech. They also thought that there should be free access to information.

“Media is not the one that’s creating the problem...when you tell the media ‘you can’t report

anything for the next 20 days’, you are effectively saying to your citizens “we don’t want you to

know what is happening.” Is that good for the government? No…Well, yes, it’s self - preservation

for them, but is it good for the society? Absolutely not. By stopping media from reporting

something doesn’t mean that evil stops. It just means that it’s not talked about.” (Editor-in chief

of an online media outlet, male, about 55)

The bare majority of experts thought that state should preserve the right to exercise censorship based on

solid and weighty arguments embodied in laws. Amongst those are issues of national security and moral

significance. It was also mentioned that the mass media should have a conscience about those issues.

“Eventually we have responsibilities not only to freedom, but also to our state. [We must not forget that] Building a state, especially a strong one, is a very difficult task. Once we have

important self-regulation mechanisms created in society, then the need to [control] will vanish.

However, at this moment the need for limitations and control is important.” (Editor-in-chief of a


“I am against destabilization. With respect to national security, the state should have the right to

interfere and exercise leverage to suspend that.” (Director of a news agency, male, about 35)

“A state should never interfere. It has to have a regulatory role. It must adopt laws and enact

them and ensure obedience to them with the help of special mechanisms.” (Ex-director of a TV

channel, male, about 45)

“Limitations have to be in the form of self -regulation and not in the form of interference. Not only

in Armenia, but everywhere — even in the most democratic countries are authorities prone to limit

freedom of speech whenever they are provided with leverage.” (Editor-in-chief of a newspaper,

male, about 50)

“Not a single editor is totall y independent in this world. Another issue is that there is a huge

difference between western media and ours.” (Director of a TV channel, male, about 45)

The experts find that the state constantly exceeds the limits of “regulation” and extensively exercises

unjustified censorship that is not envisaged by existing legislation. There are “indirect mechanisms” to

insure the execution of censorship, but most of the time journalists or editors practice self-censorship on

their own.

“Never will the president call an editor…there is this special atmosphere of constraints, threats

and fear for future fate.” (Executive director of a regional TV channel, female, about 45)



20

“A huge system with approximately 400 people conducts supervision activities of broadcast and

pr int media with Mikayel Minasyan and Rafayel Saghatelyan standing behind them.” (Editor-in-


“[The mechanism is]…the presidential chamber and those who remain close to the president,

including Mikyel Minasyan and Grigor Amalyan-Chairman of the “Anti”-National Commission

of Television and Radio at the head.” (President of a provincial NGO, male, about 45)

“I’m not sure they have to interfere any more…most editors know when they need to self -censorand thus responsibilities are removed from the government by editors who just don’t want to be

bothered. I don’t know if there’s as much interference as there is self -censorship.” (Editor-in


“The broadcast media is obedient to the presidential staff…and the news is made by the

presidential chamber and not by the given media outlet...If television shows have objectionable

information, they immediately call the head and try to clarify, and then explanatory work is

conducted.” (Managing Director of an advertising agency, male, about 50)

“They have left the print media in peace on the state level because the coverage of print media is

modest. Once a newspaper reaches 100.000 copies of circulation, I am certain they willinterfere.” (Editor-in-chief of a newspaper, male, about 50)

Another serious hindrance to freedom of speech is the widely noticed dependency of mass media

management on political and oligarchic entities. This phenomenon is particularly perceptible in broadcast

where the idea of losing a broadcasting license, losing advertisers or financial support is worrisome. Print

media is also believed to be dependent due to financial hardships, although to a lesser degree. It is worth

mentioning that media managements themselves seem to be reluctant to shake off these constraints.

“There are several categories of dependence. [In case of total independence] it (media) is my

instrument, my speaker. If you want to exist, you should apply internal censorship which at most

times exceeds the external one. Finally, we have the oppositional approach which is also partial.

We don’t have that desirable platform of impartiality. I think this could be due to the fact that we

are a small society. Everybody knows everything about everyone.” (Lecturer, female, about 60)

“From the viewpoint of finances and party influence, those which are in the worst condition are

independent.” (Director of an online media outlet, male, about 60)

“The majority of media with their editors are politically split int o different camps (pro-

governmental and opposition) which means the media are not the 4th power, but parties to the

political processes.They [media outlets] don’t even make an effort to become free and

independent because they will receive their resources anyway.” (Chairman of an NGO, male,

about 55)

“Television editors can’t achieve this even with their desire to be totally free. This is because the

state has leverage that it can use to repress television [freedom] — first and foremost with

licenses.” (Executive director of a regional TV channel, female, about 45)

“In case of the public [media], there is 100 % governmental management. In the case of private

[media], editors are well aware how to not make the owner angry. This is called self-

censorship.” (President of a provincial NGO, male, about 45)



21

“The more they become financially independent, the more their dependence on the government

reduces.” (Editor-in-chief of a regional newspaper, male, about 45)

“The partisan print [media] has no problems, it covers party issues and ideology…receives

finances from the party and has no concerns about sales.” (Executive director of a regional TV

channel, female, about 45)

Most of the experts agreed that the only media outlet that currently enjoys independence and non-

interference is internet media. So far, any control over this media outlet has seemed to be practicallyimpossible due to absence of leverage and aforementioned factors. Thus, some experts think that internet

media (as with all media outlets) has to operate in freedom without restraints and with free access to

information. Nevertheless, few of the experts are convinced that the government still somehow manages

to exercise control over this type of media.

“Online happens to be in the most favorable position. It is free, less money-consuming and they

don’t have a problem with licenses…They ought to be free.” (Executive director of a regional TV


“Even the worst (online) site should not be closed. The market itself must decide what to leave

and what not.. Unless it’s a good product, it will pass away. “(Editor-in-chief of an online mediaoutlet, male, about 30),

“Wikileaks came to world and proved that there is no classified information.” (Director of an

NGO, male, about 50)

“You must not put limits on a person or his interests. A person has to be free in his choice and

watch whatever he wants on the internet.” (Executive director of a regional TV channel, female,

about 45)

“[Any kind of limitation or prohibition only brings about bad consequences.]If you remember on

March 1 st,

2008, all of Armenia was following Day.az because the country suspended (closed) its

own internet sites, hence pushing the nation to address to the enemy’s media. This was terrible

given the fact that it is better if I can get information from my country and be able to understand

it properly with precise clarification.” ((Lecturer, female, about 60)

Others are convinced that the state should reserve the right to interfere with the internet media industry in

certain cases within the scope of its obligations and protection of citizens (regulating the access to sites

offering obscene information, etc.).

“It has to be regulated [by families, internet clubs, school administration etc]) in defense of

certain group interests, including the protection of children rights. Filtering systems should be

used for defense and nothing more. It would be better if this is carried out indirectly by the state.”

(President of a provincial NGO, male, about 45)

2.2 Journali stic professional ism

The overwhelming majority of the experts find that journalism in Armenia has low quality due to

insufficient journalistic education and the low proficiency of journalists.

“Our journalistic market is like a huge army that considers itself to be a group of professional

journalists. It is natural that they practice superficial journalism and have a very poor idea about

their profession.” (Director of a TV channel, male, about 45)



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“People pursue journalism as a hobby. This automatically comes with a decrease in quality.”


“It is not their (journalists) fault. The education limps on from schools up to universities.”

(Director of an online media outlet, male, about 60)

Because of the massive flow of specialists (mainly because of financial reasons), an acute shortage of

high quality skilled resources has become conspicuous.

“The majority of them are young…and only know how to turn on the recording device. There are

very few analytical professionals.” (Director of an advertising agency, male, about 55)

Journalists are generally believed not to be well paid. Although the experts believe this varies depending

on the given media outlet. Due to low pay, highly qualified specialists leave the media field because they

want to self-realize and use their professional skills in other spheres. Thus, a high percentage of low

quality journalists remain. The experts also think that the acute financial situation of journalists leads

them to write articles for pay or refuse to release certain materials in violation of professional ethics.

Much of the time, editors are aware that this is happening and will either react negatively or turn a blind

eye. Therefore, the experts clearly make a connection between low salaries and corruption which is not

only found within the journalistic sphere in Armenia, but also within different socio-political spheresincluding education, the police force and judiciary, among others.

“Why should I pay them? They bring records of press conferences and perform minimum work

with the material. Does that deserve a lot of money?” (Director of a radio station, female, about

50)

“The financial situation reflects on both the quality of production and on devotion of a

journalist… pushing him to make various deals and bribes.” (Chairman of an NGO, male, about

50)

“Journalists practice prostitution – they sell their materials.” (Editor of an online media outlet,

male, about 35)

“Opportunity certainly exists and I think one of the dangerous things about journalism in

Armenia, especially in the newspapers, is that newspapers will accept payment for stories. This is

absolutely contrary to standards that ought to be practiced.” (Editor-in chief of an online media


“You know there are certain newspapers…where editors know very well that their journalist

takes money.” (Reporter, male, about 50)

2.3 Jour nal ism as a component of mass media

In order to ensure the availability of professional specialists the respondents suggest reforms in theeducational system with changes in teaching staff, support from international experts and salary increases

to prevent the drainage of professionals. They also stress the necessity of self-study to enhance personal

skills.

“There needs to be less attention given to theory and more to practice, as well as opportunities

for that.” (Editor-in chief of an online media outlet, male, about 55)



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“More attention should be paid to journalistic education…to selection of applicants. The

educational process has to be brought as close to western standards as possible.” (Chairman of

an NGO, male, about 50)

“I would arrange movie showings of famous journalists’ activities and reportages to make

students reflect on their own work and think critically. I would speak more about journalistic

ethics and censorship. I would make them understand their profession better.” (Lecturer, female,

about 60)

2.3.1 The quality of journalism and standards of journalism

The experts are certain that self-censorship is widely and currently exercised both by journalists and

editors. Some of the experts considered self-censorship to mean censorship which is not conditioned by

threats or any means other than those that the journalistic profession requires.. In fact, it is seen as an

essential part of journalism with professional ethics and national security interests as priorities.

Meanwhile, few others think there is no need to self-censor because legislation already exists that limits

journalists to a certain extent. Thus, double censorship is unnecessary.

“I must not lie, preach violence or be immoral. I have to be liable for what I have written. I have

to have this internal moral imperative to partake in self-censorship.” (Lecturer, female, about 60)

“It is ok to make reservations and censor yourself when you think that you endanger something.”


“I think self -censorship cannot be justified. This is itself a violation of freedom of speech. It’s a

means of pressure.” (Reporter, male, about 50)

Self-censorship in Armenia is more connected to the political and personal interests of media

management, as well as fear of potential pressure and serious consequences (e.g., physical violence,

punishment and loss of media business). It was noted that editors occasionally censor and prohibit the

release of media material. In most cases journalists are well aware of the orientation of their own editorialmanagement and thus practice self-censorship before it reaches their editor.

“In pro-government media we have political dependence; in oppositionist media it is the fear to

be sued.” (Editor-in-chief of a newspaper, male, about 45)

“If you ask a TV company how many times they have received calls from the presidential

(service), they might say none. But they always keep in their minds that this caller exists. As it

comes to oppositionist [media], this is not as much a self-censorship as an ideological circle.”

(Ex-director of a TV channel, male, about 45)

“If a media display intolerance (like “GALA” TV channel) they get economically, legally and politically oppressed.” (Chairman of an NGO, male, about 50)

“Editors become more tolerant and conciliatory saying: ’Let’s not jeopardize the existence of

media.’” (Executive director of a regional TV channel, female, about 45)

“I send clarifications to oppositionist print media editors and they forbid printing them.”

(Director of an information center, male, about 40)



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“The journalist can’t necessarily be faulted for self -censorship because it’s either you can say as

much as you think you can say and not be punished for it or say nothing at all. That’s a condition

that would only change when authorities come to trust media and right now there’s a big gap

between what media says and whether it is trusted by the general public or by authorities.”

(Editor-in chief of an online media outlet, male, about 55)

“They voluntarily obey the rules of the game. We have to understand that it’s the only way of

earning one’s living and they [journalists] do not have many choices.” (Chairman of an NGO,

male, about 50)

“You know that your editor won’t allow the criticism of certain officials…each time you do, he

say s no and makes you throw that material away. Then you begin to do that yourself.” (President

of a provincial NGO, male, about 45)

“ I think journalists already know what direction their media has taken. They already write

whatever will please the editor.” (Editor-in-chief of a regional newspaper, female, about 35)

Verification of information, as well as the comprehensive and objective coverage of information were

noted as other fundamental standards of journalism. According to the vast majority of the experts, most

journalists fail to check and verify information most of the time due to personal and general expedience,the substantial scarcity of news sources (e.g., official press-releases and international media outlets), as

well as other issues.

“They have given themselves the status of being the authorities. So they put out information that

they think is right, rather that information that is verified by a number of sources. Usually,

objectivity suffers when it clashes with what a journalist thinks is true. It [being objective] really

has to become a personal ethic.” (Editor-in chief of an online media outlet, male, about 55)

“We only have 2 and a half political analysts in all of Armenia, let alone economic analysts. We

catastrophically lack experts. Newsmakers face problems trying to find a second opinion, and

when we need the comment of a specialist, we can’t find him. Even if we find him, it’s not certain

that he would say anything because he may get afraid. As a classical writer would stay, ‘Still the

same faces…’” (Director of a news agency, male, about 40)

“News agencies are supposed to gather and disseminate information. I don’t feel these agencies

manage to do this task.” (Lecturer, female, about 60)

“We don’t have a national media as much as a community media. I mean, you could put the

entire news cycle of Armenia into what might exist in a small town in other societies. Practically

speaking, the news sources themselves become limited and repetitive. This is not a consequence

of a media. It’s a consequence of our environment.” (Editor-in chief of an online media outlet,

male, about 55)

“It’s not that they (journalists) listen to something in a minibus and write about it. They try to

check, but it’s just that sources are insufficient.” (Editor-in-chief of a newspaper, male, about 45)

“[If the media outlet is oppositionist]...it wants to criticize the government on a certain thing. It

usually does not check the accuracy of facts because the objective is to mudsling.” (Editor-in-




25

As a rule, experts think that journalists do not provide fair and objective information. That is, journalists

do not take opinions from all sides into consideration. Rather, they are dependent on the given media

outlet’s corporate policy or political affiliations.

“There is no objectivity… it’s either black or white. It is as though they think that if the news is in

between, then it stops being interesting.” (Director of a news agency, male, about 35)

“Concerning print media, the aim is to give something sensational as opposed to something

accurate. If it is television, then the task is to promote someone’s propaganda. Very few mediaoutlets set objectivity as a goal.” (Managing Director of an advertising agency, male, about 50)

“The journalist obeys his boss who obeys his boss and so on. We have this situation because the

media is not free.” (Editor-in-chief of a regional newspaper, female, about 35)

It is noteworthy that some of the experts noted that even professional journalists have their own subjective

style and can provide good opinions. However, the comprehensiveness of content should not suffer as a

result.

“I believe that subjectivity has to exist…We are all people with certain moral ethics and opinions.

When a journalist covers something, I might not want to believe in what he says, but I would still

like him to state the facts in addition to sharing his own opinion and experience.” (Director of an


2.3.2 Legal protection of journalists, freedom of speech and security

The majority of experts generally think that journalists do not enjoy some of their common rights

including the right to information, as well as the freedom of expression and to criticize. This is because

journalists live in fear of the potential undesirable consequences that can befall them. In most cases,

journalists face this disadvantage when they explore topics about corruption, activities of state officials

and oligarchs, as well as when they cover election processes. They either become deprived of their

journalistic rights or refuse to exercise them on their own due to physical threats or other persecution.

“They know what they can record and what might bring about serious catastrophic results.

[Some journalists] have even become used to being beaten.” (Director of a news agency, male,

about 40)

“For the previous decade, there have been approximately 100 attacks on journalists, 11 arsons,

beatings and damage to equipment.” (President of a provincial NGO, male, about 45)

“Gagik S hamshyan came to my mind. Without going into detail, I just remember how many times

he got beaten.” (Editor-in-chief of a regional newspaper, female, about 35)

According to the experts, the general environment does not allow journalists to feel safe unless they work

for pro-government media outlets or unless they are not interested in covering problematic issues.

“Loyal journalists feel secure, but those who are oppositionist or who criticize always take

risks.” (Chairman of an NGO, male, about 50)

“An increase of criticism in their [journalists’] materials proportionally reduces the sense of

feeling secure.” (President of a provincial NGO, male, about 45)



26

“Everybody is aware of stupid threats like, ‘Either you [journalist] do or we say good bye’ in the

best case scenario or ’we know that you have a daughter or a son in the army’ in the worst case

scenario. You can’t require a person to sacrifice everything.’” (Lecturer, female, about 60)

“It also depends on a particular journalist. Perhaps he wants to write something cute and not

potentially harmful, such as about the ‘Boom-boom’ Eurovision song.” (Director of an


The majority of experts also find that only a few journalists and editors know about and protect the rightsof their subordinates and themselves. With respect to mechanisms for protecting rights and freedom of

speech in journalism, they mostly point to the legislation and judicial system, as well as international

institutions and NGOs. However, in the opinion of most interview participants, these mechanisms, the

legislation and the judicial system are not always effective.

“The law comes down to who the judge is, rather than what it says in the l aw. This can prohibit

journalists from feeling safe. Journalists here have to be pretty brave to do the kind of work that

in other places they might be protected to do. If I tell myself that as a journalist it is my personal

ethic that can operate inside t he law, then I can’t be protected from an institution that is perfectly

willing to act outside the law in order to punish me. I don’t think that there is not much in the way

that an individual can protect himself or herself from an institution that’s willing to violate that person’s right.” (Editor-in chief of an online media outlet, male, about 55)

“[Those mechanisms include]…demonstrations, reports presented to international institutions on

the current situation, the Euro council, and Reporters without Borders. But in reality they are not

as effective.” (Director of a provincial NGO, male, about 50)

“We can’t protect ourselves in our country. We have to apply to those international institutions-

they are our defenders.” (Editor-in-chief of a regional newspaper, female, about 35)

“It is difficult to get judicial support in Armenia. That’s why they knock the doors of European

courts trying to get something there.” (Reporter, male, about 50)

They believe that the consolidation of journalists into a specific group or union can provide a mechanism

to fight for the protection of rights. There have been some successful achievements from the Association

of Investigative Journalists or the Yerevan Press Club. However, these mechanisms sometimes fail to

operate because of particular journalistic segregation, such as the absence of team work which some of

the experts deem common in Armenia.

“It seems to me that there’s a real fraternity of journalists here. I think a good example of that

has been Nickol Pashinyan because everybody knows they face the same obstacles.” (Editor-in


“They are segregated into different camps [pro- governmental and oppositionist]…Despite the fact that I work for “Haylur,” the journalistic freedom should be a priority for me.” (Ex-director

of a TV channel, male, about 45)

“This polarization brings about hostility and diminishes the chances for unification.” (Chairman

of an NGO, male, about 50)



27

“I am convinced that when a single journalist applies [to the court] and receives a response to

remain quiet, then their chance [to be heard] would be less than if there were 10 [a group of]

people.” ((Lecturer, female, about 60)

“This journalistic community has to be a strong and this can occur if it is united.” (Executive

director of a regional TV channel, female, about 45)

“We don’t have a sense of corporative interest.” (President of a provincial NGO, male, about 45)

Participating experts noted both positive and negative trends regarding the effectiveness of NGOs

working with media outlets to support freedom of speech and media independence. NGOs carry out

advocacy work and serve as watchdogs. Some of the positive aspects included successful education and

retraining initiatives for journalists.

“Their suggestions, although small, still produce an effect. For example, in support of “Gala”

TV, “the Asparez Club” conducted a support action that ended up with significant results.”

(Chairman of an NGO, male, about 55)

“Those NGOs have huge misfortunes because o f the international financing they receive. Along

with this come certain demands even though NGOs get the best experience from international

structures. If we did not have them [the NGOs], then the freedom of speech would not be spoken

about whatsoever. [ The bad thing is that ] they do not emerge here through natural development;

they are brought.” (Director of an NGO, male, about 50)

Nevertheless, the experts think that NGO initiatives are not sufficient to bring about constructive change

and positive influence in the media sphere, especially with regard to education and the protection of

journalistic rights (e.g., freedom of speech) due to several factors: a small number of NGOs, being

controlled, and the pursuit of grants to the disadvantage of an overarching goal. The predominantly

passive posture of NGO’s toward provincial mass media was also stressed.

“In the event of active engagement, we [NGOs] achieve something. Our status sometimes brings

about confusion. We are perceived to be oppositionist or sup porting them.” (Chairman of an

NGO, male, about 50)

“They are working on certain projects, but no one is aware of them. I think they are not free and

active enough and they do not engage with factual problems.” (Editor-in-chief of a regional


“Some NGOs try to demonstrate that they constantly work, arrange press conferences and

publish thick booklets in order to get grants. It is natural that they are trying to get money, but

the outcome is very small in exchange for money.” (Editor-in-chief of an online media outlet,

male, about 30),

2.4 Media consumption i n Armenia

2.4.1 Media management

As mentioned, the majority of media representatives do not consider media outlets (overwhelmingly

broadcast and print) to be independent. This is due to well-known reasons that prevent media outlets from

becoming well-managed businesses.



28

“They [media] are not well managed businesses. There are some newspapers that are not even

thinking about dissemination because they get a certain amount of money every month.”

(Reporter, male, about 50)

“Only few media managers in Armenia perceive media as a business. The only important

question is, ‘Why should we try to find people and teach them when there are people who can

continue in the previous way which pleases everyone.’” (Director of a news agency, male, about

40)

“Television has the worst business planning and marketing today.” ((Director of an NGO, male,

about 50)

“We all know that our media outlets are not businesses; 99% is politics and politi cal PR for both

the government and opposition.” (Director of a news agency, male, about 45)

“No market exists. 2.5 people work here. 2.5 work there. There are 10 people in total.” ((Director

of a news agency, male, about 40)

“The media [especially television] are tools in the hands of authorities or oligarchs…that’s why

it [independence of media] is not encouraged.” (Ex-director of a TV channel, male, about 45)

Consequently, the majority of experts believe that well conducted and managed business in the media

sphere would eventually result in greater independence. This is because financial problems would be

solved and thus there could be independence in terms of content.

“Only if you are making money are you able to conduct good policy. We don’t have this because

journalists are under state control.” (Managing Director of an advertising agency, male, about

50)

“Good business management brings additional profits. Additional profits bring the best

journalists or at least create opportunities to have journalists trained. These are interconnected.”

(NCTR member, male, about 40)

“Finances would work and the editorial staff can somehow become separated if it wishes of

course.” (Editor-in-chief of a regional newspaper, female, about 35)

“Of course it will [bring to content independence]. Also HR management is very important. One

ought to choose managers and editors because of their proficiency and not because someone

promotes their candidacy.” (Director of an advertising agency, male, about 35)

With regards to program policy conducted by media management, most of the experts generally noticed

rating-oriented and thus profit-oriented trends. This is considered to be normal in the case of private

media outlets as opposed to public media outlets.

“Whether we like it or not, programs must have ratings to ensure advertising. If your programs

are not interesting, you don’t have advertising and you don’t get finances for your television

program.” (Managing Director of an advertising agency, male, about 50)

A few of the experts perceived that media managements do not have a well-organized program strategy.



29

“What we lack in our media industry is competitive planning for ratings. Only 2-3 TV channels

(“Shant” and “Armenia TV”) tackle each other, but they will never dare to challenge “H1”… it

is given priority.” (President of a provincial NGO, male, about 45)

“Everything is situation-driven. I don’t see a strategy. They [TV outlets] do whatever is dictated

by the given day; the next day they might change something.” (Lecturer, female, about 60)

“They [media outlets] live for today. They can’t develop a strategy because of possible changes

in the political sphere.” (Director of an online media outlet, male, about 60)

Moreover, experts think that ratings should not be considered to be most important. According to them,

mass media should meet the needs of the society by conveying the best social and moral values, in

addition to having its profit-driven aspirations. It was frequently mentioned that public outlets should be

responsible for enculturating and educating society. However, this is not currently observed because

media is engaged in a rat race.

“It seems to me that a business must earn money and get ratings. It should pay less attention to

things which are not profitable. The task of government is not to put things in order which are

profitable, but to order things that are important for society and that have social significance. I

even think that we don’t need public TV anymore; the government can order a private TV stationt o do this (i.e. public television’s job).” (Editor-in-chief of a regional newspaper, male, about 45)

“Yes, I have always been inclined to think that the purpose of television is to earn money.

However, earning money should not be an end. We have to understand that television is a form of

media. You should not always take ratings as a guide. Of course this is necessary in terms of

attracting advertisers. But this should never turn into a dogma.” (Chairman of an NGO, male,

about 50)

“I don’t think that today’s TV reflects our reality I am dissatisfied and insulted because I don’t

get what I want…the important things for our society, my country, and my problems as a citizen.”


[This expert said that the director of a TV company admitted that the news program offered by

his TV channel was no good.] “That was a very cynical yet sincere answer. There may be highly-

cultured people with refined tastes [in Armenia], but they do not use it. The main goal is to

express maximum loyalty to the government,. followed by earning money. This can include

breaking any law on advertising, broadcasting, etc. The goal of satisfying the needs of society

comes last.” Chairman of an NGO, male, about 50)

“Each [private] television has the right to put whatever they want including their ideology. Each

of them can seek profit. We have public [media], which is responsible for educational, cognitive,

moral [programs]. The state spends huge resources on that. We have to demand this from them.”

(Director of a TV channel, male, about 45)

“The valuable prime-time of TV should be used more effectively for shaping a civil and developed

society and to disseminate cultural values through interesting programs.” (Executive director of

a regional TV channel, female, about 45)

“The message sent to the youth speaks for itself; they are not being paid attention to, nor are

their opinions. It is not surprising that the youth leave this place. This is the generation that has



30

already been list. This is why it [media] has to find new ways to bring it [youth] back.” (Lecturer,

female, about 60)

The disappointment about current media management was particularly high among experts who believe

that mass media has huge influence and impact on the society. They do not see these media outlets as

being concerned for society.

“Media should have been the 1 st or 2nd branch of power. Via media, you can kill a person or

make him hero.” (Director of an NGO, male, about 50)

“In every society, the majority is under the influence of mass media and media has a huge impact

on shaping social opinion. I am sure that whatever is printed in newspapers or shown on TV is

engraved in people’s consciousness. Very few people are skeptical. Most of the society is under

the influence of media.” (Chairman of an NGO, male, about 55)

Others think that even if the influence exists, it is not that strong to precipitate any changes and mobilize

the audience. The audience itself remains rather indifferent, self-contained and less responsive. It does not

influence the media for its benefit.

“What we have on the air time is what the people want to watch. I believe a segment of society

[which can influence taste] is not watching Armenian TV channels.” (Director of a news agency,

male, about 35)

“No, mass media do not have much influence because trust in the media has vanished. In the eyes

of society, journalists execute order.” (Editor-in-chief of a newspaper, male, about 65)

“Let me give you an example. The Rus sian media published a list of Armenian millionaires or

Wikileaks revealed something about an arms sale. There was no reaction; the nation is not

concerned whatsoever.” (Director of a provincial NGO, male, about 50)

“You lose your language, your contact and your information. You are segregated from the

situation of your country and you become a stranger.” (Director of an NGO, male, about 50)

Most of the experts attribute this phenomenon to the widespread feeling of distrust of mass media (in

particular the broadcasting outlet). This is due to their dependency on several actors and partiality.

“I don’t think they have influence because there is a general distrust towards the media…

everyone understands that this or that media outlet represents a certain power and its interests.”


“It’s paradoxical. I was told once that everyone watches H1, but no one trusts it.” (Director of a

news agency, male, about 40)

“They trust very little because they know that news is controll ed and articles are paid for. Allthese are political games and intrigues.” (Reporter, male, about 50)

“There are people who believe as a rule that whatever is said in official media or by TV stations

must be understood as quite the opposite.” (Ex-director of a TV channel, male, about 45)

The influence of the media is considered to have mostly negative effects with low quality and bad taste.

This is especially true for the new generation as it is more easily receptive.



31

“It can do everything: disappoint, di sorient, delude (mislead) and encourage. We have everything

here. I just hope that the negative is not done on purpose and that it is due to a lack of

professionalism.” (NCTR member, male, about 40)

“They have a huge significance. If you preach violence, you will get it.” (Editor-in-chief of a


“This is a brainwashing process which eventually succeeds. It influences. It seems that this kind

of great PR influences.” (President of a provincial NGO, male, about 45)

2.4.2 Audience formation

Audience formation is an indispensable part of media policy development and media consumption. The

interview participants confirm that media outlets maintain contact with consumers to get their opinions on

what they want, especially those which have proved themselves to be successful in ratings. They thus

respond to demand and obtain ratings when the audience watches.

“If you want to get an audience, then you have to listen to what the audience says.” (Director of

an advertising agency, male, about 35)

“No audience, no commercials, no profits.” (NCTR member, male, about 40)

“Each person has to know that in the 21 century, if you don’t know your audience, then you have

already lost.” (Director of a news agency, male, about 40)

What raises concerns among most of the experts is the excessive obsession with ratings and profit. This

leaves a huge sector of society’s wishes left unheard and narrows it down to a certain target audience

whose satisfaction may come easily. They think the mass media should meet all requirements and adhere

to the needs of different social segments despite the fact that programs might not have high ratings.

“We should have them [low-rating and high-quality programs], but they need to have a certain

time because they can kill the television in terms of profits. If you put jazz or classic music on

during prime time, the television station will die. Instead, they can put it on during the afternoon

or between morning and evening. We may definitely blame television for not doing this. This must

be even obligatory for public TV which must have nothing to do with ratings.” (President of a

provincial NGO, male, about 45)

“It requires more effort and brains and we want everything done quickly. Making quick money is

in the nature of Armenians. (i.e. earning money in the short term and not being responsible for

the content or possible impact).”(Director of an advertising agency, male, about 35)

“Even if it [media outlet] only has 5% of an audience, it has to work for this 5%. It should never

be said that a program closes because it does not have a big audience. Well, let’s change the

legislation and show pornography. You know what a big audience it would bring! What result

would we get?” (Executive director of a regional TV channel, female, about 45)

“I think that high quality programs are needed, because they nurture society. Maybe in 10 years

we’ll have people brought up on those programs that could provide ratings for them. Media has a

huge role in creating good citizens. However, it does not do that. We will not have a society here



32

unless a citizen is nurtured. We will just have more inhabitants. (We don’t have a strategy); only

given tactical tasks are given to us.”(Lecturer, female, about 60)

“Who says ratings can only be achieved through low quality and low taste by targeting those

gray masses? Who says that ratings can’t be high through a quality job and high taste

programs?” (Chairman of an NGO, male, about 50)

“The national demand should be taken into account, but the quality of the product has to rise.”

(Director of a provincial NGO, male, about 50)

These reflections eventually lead to the well-known correlation of supply and demand in the media

market. Approximately half of the experts believe that the demand forms the supply and media outlets are

very responsive in giving whatever is demanded.

“If one does not have regret for the 150 drams spent on buying a newspaper, then he needs it. By

the same token, if one watches TV, then he must love whatever is on. Otherwise television would

not have an audience.” (Editor-in-chief of a regional newspaper, male, about 45)

“There are people who like what they watch and the market reacts to what they are looking for.

This is the passive aud ience which is not much interested in what is going on.” (NCTR member,

male, about 40)

The second half believes that the media supply forms the audience’s demand. They also believe that a

huge part of the audience is currently compelled by the media supply having very few or no alternatives.

They also feel confident that the audience will accept whatever the media offers.

“We read and watch whatever they give us and judge among ourselves. We don’t demand more

or less. We state whether it is good or bad, but this does not get out of our milieu and we don’t

take action to make it any better.” (Director of an advertising agency, male, about 35)

“They [media outlets] do not care much about your interests. They believe whatever they give is

important for the society. They do not study what society wants to read.” (President of a provincial NGO, male, about 45)

“There are people who want to read concrete things and there is the media that is make money

on this. They give whatever is needed following the law of the market. ((Editor-in-chief of an

online media outlet, male, about 30),

“They force us: ‘You have to watch this period’ and after that they say it is just demand.”

(Director of an online media outlet, male, about 60)

“I find television to be the provider. You have to make an offer even if it is not demanded.”


“The media producer has to have principles, ideas of what he wants to give and not please the

consumers. He has to be the leader and not t he follower of the audience.” (Editor-in-chief of a


“As experience has shown, an audience gets whatever you give—both good and bad.” (Ex-

director of a TV channel, male, about 45)



33

Most of the experts found it difficult to make judgments about the mechanisms that media outlets use to

gauge the audience, as well as the accuracy of those measurements. However, they pointed out the fact

that broadcast media attaches high importance to these rating measurements because they know that

advertising companies are also following them. Participants mentioned special devices installed in TV

sets (people-meters) that gather information about audience preferences. They said that there are also

special supplementary diaries that are filled in during surveys carried out by independent companies. The

fact that many provincial broadcast media outlets are left out of those companies’ consideration is

noteworthy.

“Our means of measuring [audience] are obsolete (i.e. general surveys and monitoring). Even if

I could afford to do that [conduct a survey], nobody would trust us. An independent company has

to do that and I should be the customer. Being the only client is nonsense given the fact that other

companies are not willing to take part in the survey.” (Executive director of a regional TV


In the case of print media, numbers about amount sold is the measure of success. Newspapers also

conduct surveys using “traditional” methods including questionnaires and telephone calls. Several experts

think that a detailed survey appears to be an expensive luxury for all print media outlets and such an

initiative would be unjustifiable taking into consideration the passive attitude of advertising companies

towards this type of media.

“Cond ucting a serious survey is connected with resources and a detailed assessment of the

market. We don’t have specialists. Moreover, the best ones are very expensive. The market for

newspapers is not analyzed because there is no benefit from it.” (Editor-in-chief of a regional


In the case of online media, each online outlet can have statistics about the number of visitors to their site.

For example, viewership can be measured by Google’s analytical service and the Circle.am website.

The experts seemed to be skeptical about the accuracy and impartiality of rating data despite the fact that

measuring companies are often international and independent. The accuracy of measurements is believedto be either controllable or imprecise.

“The voice of our readership is represented in the comments we receive, but I don’t know if that

necessarily represents the whole readership or just those who have an inclination to respond

whether they are satisfied or dissatisfied.” (Editor-in chief of an online media outlet, male, about

55)

“If you accidently change the channel to ALM and go to the shower with your TV on, the device

in your TV set will score this in favor of ALM.” (Director of an audience measuring company,

male, about 45)

“The quality of rating varies. What they have is a mechanical rating on how many people

watched and followed. I don’t think this is very important because there are special groups that

are able to influence others. They do not predominantly watch TV (hence their opinion is not

counted).” (Editor-in-chief of a newspaper, male, about 65)

“[This is a bluffing]...I am sure that those measurements are very often being interfered with.

When an online outlet operates the same way without changes, all of the sudden its rating soars.

It is impossible, yet the gauge shows this.” (Director of an online media outlet, male, about 60)



34

3. Alternative media sources

The participating experts’ opinions about media resources in Armenia are significant. First, several

experts did not recognize so-called “new media” (e.g., social networks) to be media in the classical sense.

The experts mentioned these types of alternative media influence traditional media in several ways.

1. They offer fair, comprehensive and immediate information. This is something that broadcast and

print media cannot do. Thus, alternative media sources capture the audience’s attention.

“Today online media is gaining a larger audience and can be a serious competitor for othermedia outlets. Newspapers can’t take this competition any longer. As for television, if it’s not a

serious competitor yet, it will become one in at least 3 or 4 years.” (Director of a news agency,

male, about 35)

“Today the consumer doesn’t have many options. Armenian television should seriously consider

this fact. Even the most interesting political talk shows don’t generate interest. People, (at least

intellectuals) do not watch TV and this is a serious issue. During elections this group will not be

available for propaganda and it will not reach and influence them.” (Chairman of an NGO, male,

about 50)

2. Their influence on the print media is highly conspicuous and indirectly contributes to a decreasein circulation.

“Print media will suffer for a while and online media will simultaneously develop. But this will

not last forever; once the demand for internet is satisfied, professional journalism will be

required again. I don’t think newspapers are dying. They just have a secondary role.” (Editor-in-


3. They create and promote competition by inducing broadcast and print media to work on their

quality.

However, online media outlets have problems as well. The quality of content is not always high. Their

technical quality continues to be poor. They are not accessible for most of the country and thus have a

rather narrow sphere of influence.

“I can produce a quality internet publication, but I have to know that only a very small portion of

Armenian citizens will know what I have to say, because many people simply don’t have access to

the internet.” (Editor-in chief of an online media outlet, male, about 55)

4. Conclusion

At the end of the in-depth interviews, each expert was asked to give his/her thoughts about the

phenomenon of media convergence (i.e. whether or not the current situation in Armenian media would

improve and move towards increasing quality in many of the spheres mentioned throughout thediscussions in the event of this phenomenon). They were also asked to estimate when they thought media

convergence would actually occur in Armenia. Many of the participants had a difficult time

understanding this particular phenomenon. Most of the responses touched upon certain manifestations of

the phenomenon, such as the joining of different types of media outlets under one common ownership.

Some of the experts perceived media convergence to have already taken place, while others said that this

will not happen in the near future.



“I don’t see anything happening in the next 10 years that’s going to change that.” (Editor-in


“I believe internet sites would be the first to do that. I think it is a reality for the near future in

Armenia because technology is highly developed in Armenia. Again, the only concern is the

quality.” (Director of a news agency, male, about 40)

“I don’t see it. I’m a little bit pessimistic that this convergence will ever reach Armenia.”


“I can’t estimate whether it is good or bad, but I know that it is inevitable. (Editor-in-chief of a


Most of the participants found it difficult to estimate this phenomenon and only a very few though that it

might bring about an even worse situation in which many media outputs are concentrated in the hands of

a single person. This is especially in view of the current socio-political environment in which mass media

operates.

To conclude, there are several overarching important observations. First, many of the shortcomings and

disadvantages in the media environment become exacerbated during election periods which involve

violations of journalistic rights and freedom of speech. Second, the mass media environment in Armenian

provinces appears to be more vulnerable to the changes which media in the capital can more easily adapt

to. NGO’s are also not seen to be very active regarding provincial media. All of the abovementioned facts

and their analyses indicate that changes in the mass media environment in Armenia are and will be

incredibly significant.

“It’s like everything else is going to require either an evolution or revolution. Whichever one of

those happens is when the media will become the kind of voice in the community that people from

a democratic society would expect to have. (Editor-in chief of an online media outlet, male, about

55)

ARMedia in-Depth_Interviews Analysis

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