Today is an important date for the Azerbaijani press. On January 12, 2021, the Media Development Agency was established. This decision marked the beginning of a new stage in the information space. Five years may seem like a short period. But these five years brought about significant changes in the media. These five years shaped a new framework for professional media. These five years both opened up opportunities and increased responsibility. This period coincided with an era of accelerating disinformation. And these five years were a time when post-conflict realities transformed into an information struggle.
In this sense, MEDİA's 5 years are not merely regarded as an anniversary. This period represents a model and system change. It is also a new stage of media self-regulation.
The Agency's Institutional Role and New Approach
During this period, the Agency did not merely act as an institution. The Agency became the implementation mechanism for media policy. In parallel, it established the state's dialogue with the media and brought to the forefront the internal development needs of editorial offices.
This approach shattered many stereotypes. For years, the media was condemned to operate in a "freewheeling market" environment. In the digital environment, speed often overshadowed quality. The advertising market focused more on visibility. Social networks were marginalizing journalism.
Against this backdrop, the increasing institutional role of MEDİA is natural. At the heart of this role lies a single idea: Media is the mirror of society, the pillar of statehood. Media is the defense line for national interests.
Media Register and the Law "On Media": An Era of Rules and Responsibility
Modern.az recalls that one of MEDİA's most discussed steps was the process leading to the adoption of the Law "On Media". This document signified the renewal of rules in the media environment. The document also clarified the legal framework for media entities and addressed the status of journalistic activity. Everyone saw that it created mechanisms against abuses of the "journalist" title. Indeed, the law was both criticized and supported. But one truth remains: the law changed the agenda. The law also posed a question to the media itself. Media must define its own standards. Media must bear its own responsibility.
The practical outcome of this direction was the Media Register. The Register was formed as a unified database. The philosophy of this new endeavor was simple: It had to be clear who was considered a media entity. It had to be clear who was operating as a journalist. It had to be visible who was hiding personal interests behind this title. In this regard, the Register played a filtering role. The Register also created conditions for social security issues to be brought to the agenda. It impacted the transparency of the labor market. It introduced elements of discipline into the media sector. Essentially, the Register strengthened the principle of reliable sources of information.
There were criticisms, and there were protests. Concerns were also voiced. This is normal. Because every new system encounters resistance. Because media is a sensitive area between freedom and order. If the balance in this area is not maintained, it becomes a serious issue. But MEDİA's five years of experience showed that the goal is not to restrict, but to distinguish professionalism. It is to eliminate racketeering behavior, cleanse the information market, and protect public trust.
Financial Support, Competitions, and the Sustainability of Editorial Offices
One of MEDİA's notable directions is financial support. This support is aimed at the sustainability of media entities and helps update the material and technical base of editorial offices.
Financial competitions are one of the main tools in this regard. Opportunities are opened for newspapers, and incentives are created for online media resources. Sustainability increases for news agencies. In parallel, journalistic competitions are also in focus. These competitions activate creative potential and strengthen healthy competition. These competitions increase the number of quality materials and influence topic selection. These competitions promote a professional writing style.
International Platforms, Global Media Forum, and Access to Foreign Media
The international visibility of Azerbaijani media is a separate topic. This visibility was a long-held desire for many years, and it was sometimes episodic, sometimes accidental. But the modern era demands system, network, and institutional representation. MEDİA also took steps in this direction.
Cooperation and experience exchange programs with European news agencies are part of this initiative. This cooperation facilitates access to media technologies, and the collaboration influences editorial culture. We all see that news production standards are rising, and fact-checking skills are strengthening. It also touches upon the language issue currently on the agenda. This cooperation updates the presentation language of information.
Global Media Forums, however, are a separate event. This forum is a platform for Azerbaijan's information agenda, an access point for Karabakh's new image to international media. This forum draws the attention of experts to the region. This forum creates a collective reflex against disinformation. This forum transforms into media diplomacy. This forum strengthens the state's “soft power” tools.
Media cooperation within the framework of the Organization of Turkic States is also important. This cooperation strengthens the common information space and serves to transform linguistic unity into media unity.
The main goal in this direction is singular: Azerbaijani media is becoming a reliable source on the international stage. Our media now stands by facts, professionally defends national interests, and balances emotion with facts.
Professionalism, Training, and the Suppression of Racketeering Journalism
MEDİA's activities do not end solely with laws and finance. MEDİA also addresses personnel and skills issues. This is because modern media requires new competencies, data journalism, digital marketing, an understanding of cybersecurity, and the use of artificial intelligence tools. At the same time, it demands ethical behavior on social platforms, visual language, and multimedia skills.
The answer to this need is training. Training sessions are conducted regularly and cover various categories. Interestingly, these training sessions are open to both editorial leaders and young journalists. They even create opportunities for those coming from the regions. Programs with ADA University and other educational institutions strengthen this chain. Directions such as “Media Management” influence editorial management. This directly impacts the quality of news production.
In this context, the elimination of racketeering journalism is a separate initiative. Racketeering journalism is a phenomenon despised by society. It is a blow to the name of journalism, contrary to ethics. Racketeering journalism is built on blackmail and destroys the reputation of professional media.
In this regard, MEDİA emphasized the logic of “choosing the professional.” The Register is the technical tool for this logic, training sessions are human capital, and competitions are incentives. International platforms are the mirror of this logic. As a result, a new climate for the formation of professionalism is emerging.
Media of the New Era and Historical Responsibility
Today is an interesting time. We can even say it is a historical moment. Azerbaijan has ensured its territorial integrity. It has entered the post-conflict phase. Azerbaijan is at the center of new communication battles. It is experiencing new realities regarding the Zangazur topic. It is systematically shaping the agenda of Western Azerbaijan. The region is not silent. Tabriz is not silent either. These facts make the information environment more sensitive and place a heavier responsibility on the media.
President Ilham Aliyev, leading these efforts, has defined the state's political course. Strategic goals for statehood now exist. Media plays a crucial role in explaining, defending, and communicating these goals. This is not about propaganda, but about the professional presentation of the national position, the defense of facts, and information security.
The 5-year activity of the MEDİA Agency has shown that media development is not limited solely to technological advancement. Media development is culture, ethics, national interest. Media development is a bridge between society and the state. Now, this bridge has been built with professionalism.
It can be considered that five years marked the beginning of this path and a period of great trials. Looking back, one sees that five years brought both successes and lessons. Now, new challenges lie ahead, and MEDİA's mission is growing further. The name of this mission is the professional media of the new era, the information pillar of statehood. We are confident that MEDİA will fully fulfill all its obligations.
Happy fifth anniversary, MEDİA, born in 1875...
Elnur AMIROV
