On 4 December, Ruslanas Iržikevičius, Director of the Media Support Fund, participated in the expert conference “The Future of the Cultural and Creative Sectors in the 2028-2034 Multiannual Financial Programme” organised by the Polish Ministry of Culture and National Heritage in Krakow.
During the panel session “Trustworthy media in the digital environment: the role and importance of trustworthy and professional media for society and the proper functioning of democracy,” representatives of the European Commission, the European Digital Media Observatory, the European Broadcasting Union, representatives of Polish media organisations and academics discussed the biggest challenges facing the European media ecosystem today, the role of professional media in the digital environment and how to respond to disinformation.
During the session, R. Iržikevičius presented the Fund’s activities to the participants and emphasised that, to promote reliable and high-quality media, clear, transparent and objective criteria based on professional ethics, editorial independence and accountability are needed. In Lithuania, compliance with these standards is ensured by involving independent experts and the Fund’s Council in the MRF funding allocation process. This reduces political interference and builds public trust.
