Media Power Under Scrutiny: EU and Ukraine Discuss the Future of Pluralism and Media Freedo
How can regulators effectively safeguard media pluralism in a digital environment dominated by platforms, algorithms, and increasingly complex ownership structures? This was the central question at the heart of the online expert meeting held on 5 May 2026 within the framework of the EU Twinning Project UA 23 NDICI TE 01 24.
Organised under Mission 16 – Component 3, the event brought together European media regulators and Ukrainian institutions to discuss one of the most pressing challenges facing democratic societies today: how to prevent excessive concentration of media power while protecting freedom of expression and editorial independence.
Beyond Traditional Media Metrics
The first session focused on the growing difficulty of measuring media influence in today’s digital ecosystem. Experts stressed that traditional indicators ,such as the number of broadcasting licences or market shares in the audiovisual sector ,no longer provide a complete picture of actual market power.
Digital platforms, online advertising systems, recommendation algorithms, and cross-border access to content are rapidly reshaping the media landscape, making it increasingly necessary for regulators to adopt more sophisticated and coordinated approaches.
Participants warned that concentration risks today extend far beyond traditional broadcasting ownership, potentially affecting the diversity of information citizens receive and the independence of editorial decision-making.
AGCOM Shares Italy’s Regulatory Experience
A key part of the discussion was dedicated to the Italian experience in assessing media concentration. Experts from the Italian Communications Regulatory Authority (AGCOM) presented practical case studies and explained the methodologies used to evaluate ownership structures and their impact on media pluralism.
The presentation offered valuable insights into how regulators can move beyond purely economic indicators and incorporate broader considerations related to democratic safeguards, transparency, and diversity of information.
European Media Freedom Act Takes Centre Stage
The discussion then shifted to the European Media Freedom Act (EMFA), particularly Articles 21–23, which introduce new EU-wide mechanisms aimed at addressing risks linked to media concentration.
Experts from AGCOM (Italy), ARCOM (France), NCRTV (Greece) exchanged views on the ongoing work surrounding the draft guidelines under Article 22 EMFA.
Among the key issues debated were:
how to define media markets in an increasingly hybrid digital environment;
the need for harmonised methodologies across Europe;
the assessment of mergers beyond traditional competition rules;
transparency obligations regarding ownership structures and conflicts of interest;
and whether historical concentration thresholds remain adequate in the age of global digital platforms.
The debate highlighted both common regulatory concerns and national differences in approach, underlining the importance of stronger cooperation among European authorities.
Supporting Ukraine’s Media Reform Path
Particular attention was devoted to the Ukrainian media landscape, historically marked by a significant concentration of ownership among large financial-industrial groups.
Participants underlined the importance of developing modern regulatory tools capable of ensuring not only formal compliance with transparency rules, but also genuine editorial independence and effective diversity of information sources.
Against the backdrop of Ukraine’s broader European integration process, the meeting provided an important platform for exchanging expertise and regulatory best practices.
Strengthening Cooperation for Media Freedom
The activity once again confirmed the strategic role of the EU Twinning Project in supporting Ukraine’s efforts to strengthen its media regulatory framework and align national practices with the principles and objectives of the European Media Freedom Act.