Formation of Estonian broadcasting landscape 1994–2007: Experience of the transition state

The article analyses the changes in the Estonian television landscape between the years 1992 and 2007. The article states that, in the conditions of Estonian liberal policy (Knell, Srholec, 2007; Holmes et al., 2008), European Union media regulation and television stations’ economic con- ditions, influenced by the size of the Estonian television market, led to the enforcement of the legis- lation which was economically advantageous and protectionist towards commercial TV-stations owned by international corporations. As a result, profit for private television companies was guaran- teed but, at the same time, the value of the offered contents diminished. The Broadcasting Act amend- ments from 2000–2001 were aimed to increase the promotion of Estonian culture and to guarantee its better refl ection. In reality Acts’ impact was minor and private channels commercialized. As a re- sult of these processes, the private television programmes aired today are equable and entertainment dominates.