On 9 July started MYMEDIA information campaign that monitors journalists’ compliance with professional standards. Ukrainian TV presenter Olga Freymut will act as the face of the campaign.
Journalists must always adhere to the standards of their profession. It is extremely important to comply with journalism standards during the confrontation of the Ukrainian mass media and Russian propaganda.
The campaign’s main idea is comparing a media product to a food product. Consumers differentiate between quality products and expired or spoiled products by their smell, colour, texture. Similar tactics would hold for TV programmes and publications. "Теlekrytyka" is trying to persuade consumers to pick up information products based on main quality signs: to consider a balance of opinions and precision of information presentation and differentiate them from ‘djynsa’ and propaganda.
"TV audience know Olga Freymut as an active promoter of high quality standards in the catering industry. Yet, what is catered to us by mass media requires no less attention and caution, as their products have a direct impact on our mind and outlook. Moreover, a mass media product’s power of turning us into addicts is as strong as that of a hardest drug. This is exactly what we are witnessing now, as a full-fledged information war is being fought against us by Russia. Therefore, I hope that a popular TV presenter will help Ukrainians to be vigilant and selective in their attitudes towards information, will assist them in telling the truth from lies", - Natalia Ligachova, “Telekrytyka” chief-editor, commented on the campaign start.
MYMEDIA project was set up with the help of Danish Foreign Ministry (DANIDA). MYMEDIA aims at the development and support of a pluralistic media environment, promoting the idea of public broadcasting service, encouraging journalists to comply with professional standards of public broadcasting.