site.btaEuropean Broadcasting Union's Media Summit Opens in Sofia

The European Broadcasting Union's (EBU) Media Summit was opened in Sofia on Wednesday. The two-day event is taking place in the Bulgarian capital for the first time, as the opening ceremony was attended by EBU Deputy Director General Jean-Philippe de Tender, Bulgarian President Iliana Iotova, as well as the Directors General of the Bulgarian National Television (BNT) and the Bulgarian National Radio (BNR) - Milena Milotinova and Milen Mitev. 

The forum brings together leaders of public service media and professionals in radio, television, and digital media from across Europe, with 150 delegates from 47 media organizations participating in 2026. It is focused on the future of public service media – their sustainability, public role, digital transformation, and joint stance towards global technology platforms.

At the opening ceremony, EBU Deputy Director General Jean Philip de Tender underlined that technology is transforming the way information is created, distributed, and used. He added that people live in a time of profound change, as geopolitical tensions are reshaping the way stories are told and trust is under pressure, audiences are more fragmented than ever. According to him, in this environment the role of public service media is essential and their mission has not changed - to provide reliable information, uphold democratic values, and serve all audiences.

President Iliana Iotova said that investment in public service media, when accompanied by strict transparency requirements, is an investment in the future of a free society. Iotova pointed out that freedom of speech, the right to reliable information, and media independence are written into numerous documents, declarations, and resolutions. "Paradoxically, the more they are discussed, the less they are respected," she said.

BNR Director General Milen Mitev outlined three key challenges. In his words, the first major challenge comes from the large online platforms, which are increasingly becoming competitors to public service media. Second, the changing audience habits – over the past five years, daily radio listening has dropped by 13 minutes (17 minutes among young people), while in 2024, young audiences spent on average 2 hours 49 minutes on social media versus less than an hour listening to the radio. Finally, Mitev underscored financial pressure – at a time when investment is needed to address these shifts, public media across Europe face unprecedented budget constraints.

BNT Director General Milena Milotinova expressed confidence that with united efforts, the public media can not only preserve, but also build on their public mission. "To serve society with responsibility, with transparency and with a vision for the future. Our meeting here is an opportunity not only to build new cooperation and exchange ideas, but to build a common vision for strong, independent, modern public media throughout Europe," she said.