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As the main advertiser, the state has, in recent decades, distributed most of its funds to the “loyal” media. While the state predominantly funds _RTCG_ and local public broadcasters, the
private media are largely subject to the influence of advertisers and market volatility. In response to the severe economic impact of the COVID-19 pandemic on the media sector, a problem
compounded by challenges stemming from the small market size, the government introduced new legal measures in 2024 to boost a media support fund for public-interest journalism.
