MYMEDIA is going to support reformation of NSTU and public service broadcasting in Ukraine. Now Danish organization is one of the main sponsors of NSTU, together with BBC, Deutsche Welle, German ambassy, USAID, Internews and the Council of Europe.
Today apart from financial support, MYMEDIA helps NTU with high-quality content: the program is going to provide the channel with the package of strong high-standard programs” – says Michael Andersen, a head of MYMEDIA in the interview to “Suspilne movlennya” website. “Only from Denmark there will be over 100 different programs, and also programs from European countries. We need it to warm up the interest to NTU”.
Moreover, MYMEDIA is planning journalism exchange between Ukrainian and Danish newsrooms: “Danish experts are going to work in NTU, and experts from NTU will work in Denmark for 2 weeks with their colleagues. The first step is going to be formation of the news – this is the most important in public broadcasting. That’s why we’re going to work with NTU on news (a new multimedia newsroom is going to be created with support of MYMEDIA – Editor's note) – said Michael.
However, according to Michael, sponsoring of NTU largely depends on the political will in the country, “MYMEDIA will keep financing NTU only in case we see the perspective. Now I see great positive change in the work of management of NTU, but if politicians show they are not interested in reforming NTU, then why would we sponsor it? Believe me, in Denmark we don’t grow the money on the trees – it’s Danish tax payers, who gave us the money to support reforms in Ukraine. We could spend this money in Georgia, Azerbaijan or Turkey”.
And certainly NTU won’t do without shortenings. According to Michael, shortenings will concern from a half up to 2/3 of current staff. For identifying whom exactly it will touch, there should be an internal competition: “Those, who can generate ideas, think of the budget and see how things can be done will remain on their positions. This inner rivalry is important to spot those who can work efficiently, and those who can’t”.
Nevertheless, Michael is convinced that democracy in Ukraine is only possible with existing strong Public Service Broadcasting: “Nowhere, except the USA, there’s democracy without Public Broadcasting. There’s nothing I can add. In Europe there’s no democracy without PBS”.
In spite of this, MYMEDIA does not lose his optimism: “I think we have a good plan and we understand that it’s high time to change things, that’s why we’re trying to do our best”.