"To maintain an independent media environment, it is important to improve the regulation of legal acts and ensure stable funding for public media," the Ministry of Culture believes. This same department, under the leadership of the "Progressive" Agnese Lace, recently presented to the government a plan to increase VAT for printed publications in Russian from 5% to 21%.
You Have a Good Plan, Ms. Lace
Last week, the Cabinet of Ministers reviewed the Implementation Plan for the Main Directions of Media Policy for 2025-27. Its task is to "ensure a sustainable, diverse, safe, quality, stable, long-term, independent, and free media environment, in which quality content that meets the interests of Latvian society and the common good is created at the national, regional, and local levels, the interests of industry representatives are balanced, the audience has access to independent journalism and trustworthy information, and the skills to use it."
In general, all for the good. Of course, we have some unconscious users consuming "illegal content" – but their share is planned to be reduced to 13% by 2027. It is implied that in two years, 65% of non-Latvians will perceive media in the state language. Overall, public media, i.e., LTV television, LR radio, and LSM internet, will reach an audience of 80% of the country's population every week. A serious claim to success!
And all because the share of alternative platform usage is increasing. For example, you scroll through your Facebook feed on the tram, and suddenly – there’s an interesting clip. Filmed, by the way, by the national television channel. This is how people inadvertently become the audience – it is no longer necessary to watch the Panorāma program every evening with the family; news content is thrown at the people in a 24/7 mode. Brainwashing – non-stop!
With a Special Focus on Latgale
It is known that in the border regions in the East, television and radio from Riga have been poorly received for many years, but now considerable efforts are being made to connect the "historical Latvian land," as the relevant law states, to the rest of the state.
By the second half of 2027, it is planned to support the creation of socially significant journalism in the media of Latgale through ten annual projects, so that "content diversity is ensured."
In particular, a multimedia studio has been established in Daugavpils for producing programs of an "informational-analytical, cultural, etc. genre, increasing the accessibility of information about the processes occurring in Latgale."
Offended the Poor, Stole a Penny from Him
Every time your author turns on the usual streamers, YouTube starts with shouts: "Bonusi! Bonusi!" Despite the fact that my chosen opinion leader broadcasts in Russian, he is automatically attached to nationally-oriented advertising. In this case, it promotes losing labor income in casinos.
The Latvian Association of Broadcasting Organizations is dissatisfied and writes to the Ministry of Culture:
"Latvian media have long been in a state of unequal competition with foreign-registered media and social media platforms, as the advertising restrictions established in Latvia apply only to media registered in Latvia. As a result, residents of Latvia receive advertisements that are restricted in Latvia, while the taxes paid and revenues flow out of Latvia, as our merchants are not allowed to place 'prohibited advertisements.'"
Moreover, representatives of electronic media state that "the plan lacks solutions to strengthen commercial media," while at the same time "new obligations are imposed on them, for the implementation of which significant investments from media enterprises are necessary."
What Else to Expect for Russian Newspapers?
However, the Ministry of Culture has not completely disregarded private media. By the second half of 2027, we should have "regulatory acts for placing printed media in retail outlets developed" in our republic. They promise that this will "increase accessibility." Well, we shall see... At least, from the politicians of a known wing, there have been repeated hysterics about how only "Krievi" are sold here!
The department of A. Lace does not hide that its goal is to transfer the media of national minorities to the state language, making it so that "content in the Latvian language is available in media that primarily create content in Russian." Maybe they will provide some funding? Although it is unlikely.
The old songs about the main things are not left in vain either: "Mechanisms of support have been improved to increase the share of music created in Latvia in radio programs."
What Do We Have in Money
For 2026 and 2027, it is planned to spend 66,674,633 euros annually on the implementation of the media plan. The aforementioned Association warns in this regard: "In cases where significant funding is allocated to public media, significantly exceeding the turnover of several largest Latvian private media groups combined, there is a risk that public media will gain a dominant position in several market segments."
At the same time, let us remind you that state support allows "public media" not to be distracted by attracting advertising. But even without this income, subsidized media will be able to acquire the most interesting films, shows, or broadcasts of sporting events.
Private entities even tried to guide state media onto the right path: "Public media should primarily ensure the creation of content in socially significant but commercially unprofitable segments. For example, in the field of educating society, integrating national minorities into the Latvian environment, ensuring cultural accessibility for the public, as well as creating informational and analytical content."
In general, as in the golden years of initial accumulation, you should be boring – and the private media business will take care of the entertainment. But alas, it will not be like that anymore. The government has realized that in order to feed the audience its propaganda filling, it is necessary to provide a bright, tasty bait. After all, in 2026 we are expecting the next parliamentary elections, and the "Progressives" hope to seize power.
At the same government meeting, A. Lace presented amendments to the VAT Law. Regarding not only Russian-language newspapers published in Latvia but even sheet music and hydrographic maps, a higher tax needs to be introduced: "To strengthen the cohesion of society, relying on the policy of the Latvian language, and to reduce national security risks in the current geopolitical context." It is expected to receive – 1,000,000 euros. That’s a whole 1.5% of what will be poured into the bottomless barrel of media "public servants" in 2026!
IN CASE OF WAR
In the country, exercises will be held for journalists, during which representatives of the Ministry of Defense, the Ministry of Internal Affairs, and the National Council for Electronic Media will teach them to work "in conditions of war and conflict," in order to "ensure the continuous operation of media in crisis situations."
