The Ukrainian media market stands on the brink of critical changes that could shape the future of independent journalism in the country. According to a new study by the Media Development Foundation (MDF), The Donor Dilemma. Rethinking Support Models for Ukrainian Media’s Future, in the upcoming year, could be pivotal for many outlets. Reduced donor funding, staffing crises, and the lack of long-term planning threaten the very existence of numerous media organizations.
At the same time, the study highlights an urgent need for a shift toward a new financial support model based on long-term institutional funding and strategic development. These findings are based on in-depth interviews with leaders of major national and local Ukrainian media outlets and outline the industry’s critical challenges amidst war and economic instability.
- The study reveals that 3 out of 9 media outlets reported experiencing a reduction in available grant money in the media market. This results in an extremely short planning horizon: 6 out of 9 respondents have a strategic plan for only one year. Should donor funding decrease further, 5 respondents predict that smaller, less stable media outlets may cease to exist.
- Three respondents described the situation as “a total staffing crisis,” highlighting the difficulty in finding professionals who understand and share the media’s values. Media organizations will have to downsize their teams due to financial difficulties.
- Media managers are calling on donors to shift from project-based funding to long-term institutional support. This would enable media outlets to focus on their mission and strategic development, rather than constantly initiating new projects to meet grant requirements.
“We need a new dialogue between donors, media, and other industry stakeholders that goes beyond addressing the most immediate needs. While project funding is effective for specific goals, it’s time to implement more foundational models of support. This is not just about financial stability; it’s about trusting media organizations to address the complex challenges we face. Institutional support allows us to invest in our teams, innovate, choose our own development strategies, and truly serve our audience,” explained Andriy Boborykin, Executive Director of “Ukrainska Pravda.”
This research marks the first step in a series of MDF initiatives aimed at rethinking donor support models for Ukrainian media.
“This study is just the beginning of a larger effort. We aim to initiate a broad dialogue within the media community and with donors to jointly find sustainable solutions for supporting independent journalism in Ukraine,” said Eugene Zaslavskyij, Executive Director of MDF.
We are urges all stakeholders to join this process and participate in shaping the future of Ukraine’s media industry.
This research was created and maintained with the financial support of the European Union. Its contents are the sole responsibility of Media Development Foundation and do not necessarily reflect the views of the European Union.
