A NON-PARTY PLURALISM

The Media in Valjevo

Media with modern, super-productive and progressive course are cropping up like mushrooms after the rain. Under such conditions the profession is flourishing

AIM, BELGRADE, September 26, 1997

The reshuffling of the media Valjevo endured already in early nineties when all the more important papers, radio and TV stations were placed under the SPS patronage. The production of news according to standards of the ruling authorities - which are brimming with the news on new investment projects and construction sites at the corner of each ally - was accompanied by the production of the so called journalists. Everyone who mastered the skill of shoving a microphone under someone's nose - having previously passed the test by becoming a member of the ruling party or enrolling his immediate family in it - was called a journalist. Against such a background, which is spreading like a disease according to the laws of the party progression (which recognizes suitability rather than capability) there exist organizations in Valjevo which can be called newspapers, radio, TV stations and journalists.

But, it was not easy. The official introduction of a multiparty system in Serbia was adequately registered by the media. Even the opposition parties which existed of that time (the SPO and the Democratic Party), cited the Valjevo media (a magazine "Napred" (Forward) and the Radio Valjevo) as examples of professionalism and adequate behaviour under pluralistic conditions. However, this lasted only until the socialists managed to consolidate their ranks. After that the media "consolidated" also. "Napred" immediately took a progressive and super-productive course, while the Radio hesitated for a while. But, after several months long strike, at the end of the summer of 1992, and its transformation into a public enterprise, it pulled in its horns.

Since then, Radio Valjevo is producing a programme which is relying on the "Tanjug" Agency and the young cadres which at promotional and other rallies sing the hymn at the top of their voices and cheer.

The weekly "Napred" produces such results and abides by such rules that the commune had no reason to change the enterprise's status from social into public. "Napred" is simply a miracle. Thanks to its monopolistic position (which should be blamed on the others) the paper managed to "build up" a circulation of some seven-eight thousand copies, with minimal remitment. It is divided into two parts as regards concept and contents. The first one is the advertising space of the SPS and its commune, while the second carries death notices of the "dearly departed" ones. With such a concept "Napred" has excellent financial results.

One of the more successful "projects" of this paper is a one-month coverage of President Milosevic organized on the occasion of his several-hour visit to the Kolubara region. The weekly also figured prominently before the recent elections - it appeared backdated during the electoral silence. For that purpose it was printed in a record number of 20,000 copies, packed from cover to cover with all our presidents, candidates and various Minics (Milomir Minic, born in Valjevo, President of the Chamber of Citizens of the FRY Assembly and Coordinator of the electoral headquarters of the Left) who, after commissioning all the tunnels and roads phoned from new telephone exchanges to inform that a better life and standard are among their priorities.

In order to make it clear to citizens whom and how to choose, a fascimile of voting ballots was published (for this Selimir Maksimovic, President of the Communal Electoral Commission promised the bringing of criminal charges). For this occasion "Napred" was enriched with an illustrated SPS supplement in which the comrades explained that they are only "for Serbia". An immeasurable contribution to this encyclopaedic issue was rendered by the "Politika's" correspondent from Valjevo. He is absolutely and definitely another marvel of the miraculous "Napred". This thoroughbred specimen of those who like to call themselves journalists, is the author of half of texts in this voluminous "leaflet". And for a fee. He reports from local communities, communes, the party, the Agricultural Cooperative of Lajkovac, and even his family. For each destination he uses a different pen-name.

The attempts to "attack" "Napred" with competition, failed. A monthly review "Kolubara" (formerly "Valjevac") could not "attract" readers. Although this private magazine, a member of the Association of Independent Local Papers, is both by its authors and subjects far above "Napred", the people like to have their picture in "Napred". The living and the dead alike. Perhaps the magazine, which is mostly oriented to culture and the "history of these parts", needs a more aggressive marketing approach and more topical subjects.

In contrast to the written media, the state doesn't have the monopoly over electronic media. As far as radio and TV stations are concerned they are ruled by a non-party pluralism of sorts. All radio and TV stations are on the course of promoting the "national front" and winning recognition for "our fundamental values and goals". At least as far as music is concerned. As a rule, these stations are not registered, but are in the register. That "file" includes the newly established radio "Golub" (Pigeon) whose founder is the communal branch of the JUL party and the Director and Editor-in-Chief, a former policeman Rajko Milinkovic. The "Golub" took off because the JUL was not satisfied with the way the local media covered the activities of the left. Since a former policeman is at the helm of this station, it is to be expected that there will be no problem with information programmes. It will be sufficient for the associates to bring in one piece of news, and the Director will make them "confess to where the others are hiding".

This case history also produced the radio "Patak" (Duck) which, although "recommended" for licence by the New Democracy, is a member of the Association of Independent Electronic Media. The "Patak" is a modern, urban radio station which, in contrast to those on file, does not evade politics.

The RTS correspondent branch has its one-hour programme in which young socialists portray their elders. There are also two private TV stations ("Cronik" and "Vujic TV") which operate without licence, same as they broadcast films and transmit satellite, mostly sports, programmes without permission.

The start of "Glas crkve" (The Voice of the Church), is also expected with much interest as it will be "the first and only church radio and TV station from Cetinje to Vladivostok". The Archdeacon Ljuba Rankovic, Editor-in-Chief, who refuses to be called the owner, although he is that, says that this house will work on the spiritual revival of our fallen nation. It will fight against harmful effects of foreign cultures and religious sects. The intention of this radio and TV station is to cover all of Serbia with its network. If the programme is still not known, correspondents are. Correspondents will be members of the clergy from Los Angeles to Vladivostok. In addition, it is certain that the "Glas crkve" will be profitable. The reason is that whatever Archdeacon had touched had turned into gold. From cassettes with Chetnik songs in 1990 to the collected works of the Bishop Nikolaj. All that is apparent: the Archdeacon is driving a jeep, uses a mobile phone, lives in the spacious Spiritual Academy in the centre of Valjevo. With his family. Rich and powerful he will, as he says, try to make this project such.

Dragan Todorovic (AIM)