By the Order of the President of the Republic of Azerbaijan Ilham Aliyev the 150th anniversary of Azerbaijan's national press will be widely celebrated in the country this year. Ahmad Ismayilov, the Executive Director of the Media Development Agency of the Republic of Azerbaijan, one of the institutions responsible for organizing the anniversary events, answered APA's questions regarding the ongoing media reforms in the country and the tasks ahead on the eve of this significant milestone in Azerbaijani journalism.
On its 150th anniversary, we will focus not only on the honorable history of the national press, but also on its future and development prospects
– Mr. Ahmad, when looking back at the historical mission and the path traversed by the Azerbaijani press, which has held a place in our national memory since 1875, which key points do you consider important to highlight?
- First of all, it should be especially noted that the Azerbaijani national press has passed through a rich and honorable path of development over a period of one and a half centuries, and we are proud of this historical heritage. The newspaper "Akinchi" (“Əkinçi”), which began publication in 1875 by the educator and publicist Hasan bey Zardabi, united progressive intellectuals around itself during its nearly two years of operation, published articles related to the development of science, education, culture, art, and agriculture, and fought for the cultural progress of the people.
Considering that the Azerbaijani national press emerged under strict censorship, it must be emphasized that our media only began to fulfill its fundamental functions after our country gained independence, and during this historical period the foundation of independent media institutions was laid. In this regard, the abolition of censorship in Azerbaijan by National Leader Heydar Aliyev, who returned to power at the insistence of the people, breathed new life into the expansion of pluralism and the development of journalism, and created a favorable environment. Thanks to the wise step of the Great Leader, the Azerbaijani national press was freed from the censorships it had faced under various historical formations. It is also worth recalling that the tradition of officially celebrating the anniversaries of the national press in Azerbaijan was initiated by National Leader Heydar Aliyev’s decree in March 2000 on the celebration of the 125th anniversary of our national press.
The President of the Republic of Azerbaijan, Mr. Ilham Aliyev, who successfully continues the policy and traditions of National Leader Heydar Aliyev, highly valueing the role of media in society has identified the creation of favorable conditions for the development of a democratic and independent media as one of the priority directions of state policy. The victory achieved in the 44-day Patriotic War under the leadership of the Victorious Commander-in-Chief has also given an impulse to the development of the media, paved the way for the beginning of a new phase in this field. With the Decree of Mr. President “On deepening reforms in the field of media in the Republic of Azerbaijan,” a new stage in the development of media has been laid. The establishment of the Media Development Agency should also be regarded as part of the construction process carried out in this direction.
Stimulating the application of new information and communication technologies and innovations in the field of media, organizing the implementation of projects of public interest for citizens and society, as well as coordinating the activities of state bodies and institutions, local self-governing authorities, legal and physical persons in the relevant field are among the main priorities of the Agency. In this context, continuous initiatives are being implemented to enhance the professional training of journalists and communication specialists, to equip them with knowledge and skills in line with modern requirements, and to shape a more questioning public attitude toward media in the era of information technologies, thematic events at both international and local levels provide opportunities for experience exchange and contribute to aligning the national media environment with global standards.
This year, on the eve of the anniversary of our national press, the head of state has introduced another initiative that brought great joy to journalists. The initiative to establish a jubilee medal on the occasion of the 150th anniversary of the Azerbaijani national press is not only a sign of deep respect for the honorable historical path and press values of our media, but also a great recognition of modern Azerbaijani journalism and the work of those employed in the media sphere — a clear example of high-level state care.
To summarize our thoughts, we can say that throughout history, the classical mission of Azerbaijani media has remained unchanged, by promoting enlightenment and supreme humanistic values, the media has actively participated in strengthening our independent statehood. In our current era, what is changing is not the mission of the media, but rather the modern transformations and technological advancements in the process of delivering socially significant news and engaging content to the public. From this perspective, on its 150th anniversary, we will focus not only on the honorable history of the national press but also on its future and development prospects.
Azerbaijani media must continuously improve its work both in terms of content and technology
– How would you assess the reputation of Azerbaijani media in the international information space? If we speak about the outcomes of media reforms, which points would you like to highlight?
– Azerbaijan has become a venue not only for its own media ecosystem but also for discussing topics and future strategies that set trends in the global information space. This refers to the Shusha Global Media Forums, which have emerged as a platform for discussion and joint action among journalists from around the world. The first forum, held in 2023 themed “New Media in the Era of the Fourth Industrial Revolution,” featured in-depth discussions on the role of traditional media and its future directions. The second forum, held last year, focused on a topic that is not only relevant to media but also to public-political discourse and information security — “Unmasking False Narratives: Confronting Disinformation.”
At the forum, officials from various countries, representatives of media and civil society, state and business sectors, international organizations, and media experts engaged in broad exchanges of views on developing a comprehensive understanding of disinformation in today’s world, analyzing its wide-ranging negative consequences, as well as policy and initiatives aimed at building more resilient societies, media literacy, the impact of artificial intelligence on reality, and more.
The personal participation of the President of the Republic of Azerbaijan, Mr. Ilham Aliyev, in the forums and his answering of numerous questions from media representatives is not only a significant event in terms of conveying the just voice of our state to the world, but also an exceptional manifestation of attention and care for the media, whose primary duty is to provide society with objective and impartial information. Note that during his speech at the first forum, the head of state stated that despite all slanders, libels, and lies today, the voice of Azerbaijan, the just voice of the Azerbaijani people and state, is heard, and the main instrument for this is our media resources.
We can confidently say that the reputation of Azerbaijani media in the international arena is steadily strengthening; the materials published in our media resources not only occupy a place in the formation of the general information flow but also attract the attention of the international community, become subjects of discussion at various levels, and influence the formation of public opinion. We believe that our media will continue to carry out its professional activities with dignity and at the highest level.
It should be specially noted that the Media Development Agency carries out numerous activities to stimulate cooperation between local media entities and their foreign counterparts, the establishment of mutual relations, and the study of the experiences of these entities. In this context, the formation of media solidarity on issues of mutual interest and the establishment of a healthy media network are being ensured through the establishment of joint media platforms. Based on the mentioned successful experiences, work will continue towards the establishment of such joint media platforms.
In order to expand mutual exchange of experience, study the media ecosystems of various countries, adopt new trends in the relevant field, and, in general, establish and strengthen joint cooperation in the media and communication sphere, bilateral forums are being held and forward-looking partnerships are being established. Based on our previous experience, it is planned to organize joint forums with a number of countries, to continue this process systematically, and, as a result, to further expand media cooperation.
Of course, in order to achieve the set goals, it is not enough for the media to simply be aware of modern trends it must also adapt to new approaches and apply them in daily work processes. Azerbaijani media must constantly improve its work both in terms of content and technology. The Media Development Agency has a systematic approach to achieving these goals, and it is extremely important for us to accelerate the successful transformation of our media under modern conditions.
When initiating media reforms, one of our key priorities was clarifying the legal framework as a fundamental element in state-media relations, and with the adoption of the Law of the Republic of Azerbaijan “On Media,” significant steps were taken in this direction. On the one hand, the law began regulating relations that had not been governed until now, on the other hand, it introduced new regulatory mechanisms within the existing system of relations. All of these steps, supported by the country's media community, contributed to improving the information environment and, in turn, led to increased public trust in the journalism profession.
Journalists who carry out the honorable profession of providing society with objective and impartial information can now also benefit from concessional mortgage loans. Since 2022, the import and sale of paper used in the production of mass media products, books, and textbooks in our country has been exempt from value-added tax. A further significant step towards strengthening the economic independence of media entities was the introduction of tax holidays for the national press starting from January 1, 2023. Accordingly, the income earned from their activities by print and online media entities, including advertising revenues and relevant material assistance provided to them, was exempted from income, profit, and simplified taxes, as well as the delivery of media products they produce being exempt from value-added tax for a certain period. In various meetings we have held, journalists working both in the capital and in the regions expressed that paying income tax in full was burdensome for them and emphasized the need for state support in this direction. Taking all this into account, starting from January of the current year, the exemption of 75 percent of the income earned from journalistic activities by individuals engaged in journalism from income tax has become a serious incentive step for them. All these initiatives are having a positive impact on the media environment.
The volume of unique content has significantly increased compared to previous years
– What can be said about the strategic development of Azerbaijani media in the future? How will the influence of increasingly widespread social networks and other technological achievements manifest itself in journalism, and what steps is the state taking in this direction?
– Stimulating media activity, ensuring people's right to receive accurate information, and thereby increasing mutual trust between the public and the media remain our primary goals. The aim of the media’s adoption of modern technologies is to ensure that public-interest content is delivered to society more promptly and professionally. The results of recent monitoring and continuous measures conducted within the country's media allow us to observe a positive dynamic.
The Law of the Republic of Azerbaijan “On Media” has stimulated the production of original content by online media entities, and compared to previous years, the volume of unique materials has significantly increased. Specifically, we have analyzed the recent activities of websites and assessed their daily content based on selected examples. As a result, it has become evident that the proportion of unique news has tripled and currently constitutes approximately 35 percent of overall media content. Analyses show that as a result of the reforms, alongside well-established online media platforms with large audiences, even websites with smaller audiences are showing substantial changes in their content.
At the same time, it should be emphasized that building a news feed primarily on translated content, where journalistic effort is minimized, does not align with professional standards. As part of the support projects implemented by the Media Development Agency for print and online media entities, by changing the competition rules a new requirement has been introduced stipulating that no more than 25 percent of the unique content presented by websites to be funded may consist of translated materials. We believe this step will mark a new turning point in the production of original content in the media.
Additionally, it should be noted that media outlets are paying serious attention to the content and technical features of their online platforms, as well as to ensuring readability. A healthy competitive environment in the media and its maintenance is an essential condition for development. Local online media entities have gained the ability to determine their audience size and their position among competitors using the digital tools provided to them.
It is well known that the phenomenon of digitalization has already penetrated public consciousness and simultaneously offers new opportunities and prospects. Digital technologies enable media to reach wider audiences more quickly and efficiently. With technological advancement, both traditional principles of news production and the ways readers consume information and choose sources are constantly evolving.Amid digital globalization processes—where tendedncies in the media field frequently change and new tools become relevant—there is also a need for news sites to adapt to dynamic trends, formulate effective content and marketing strategies to attract reader interest, and retain readership.
Today, developments in the information environment make it necessary to strengthen the cybersecurity of media entities
– The rapid integration of digital technologies into our lives also creates certain problems, especially the emergence of new forms of threats to the country’s information security. What steps are being taken in this direction?
– Naturally, just as digitalization brings new opportunities and prospects, it also creates new threats for the media ecosystems of countries. In an environment of overwhelming information, disinformation and fake news have become serious dangers. Users may gradually lose trust in information sources and reputable media. In this regard, adapting to digital challenges requires not only technological but also ethical, legal, and social approaches. Collaboration between media professionals, state institutions, civil societies, and technological platforms plays a decisive role.
We would like to emphasize that the Media Development Agency's activities in increasing journalistic professionalism and imparting new knowledge and skills arising from technological advancement is of a continuous nature. For example, on October 3, 2023, the Agency implemented the project “Modern Strategies for Increasing Readability of Digital News” with the involvement of international experts. A total of nearly 100 employees from 50 news websites, as well as guests from several higher education institutions and organizations, participated in the event.
During the training organized as part of the project, renowned experts provided valuable information and held discussions on various topics: stages of preparing news in digital media, creating attention-grabbing headlines, measuring performance after attractive news presentation, use of multimedia and interactive elements, analysis of data obtained from digital sources, application of data-driven content strategies, building a strong brand on social media, optimizing website design and user experience, as well as implementing personalization and individualization.
At the beginning of May this year, our 4-day training sessions on modern tendencies in data journalism held at ADA University with the involvement of a foreign expert were highly appreciated by journalists and media experts. In general, it should not be forgotten that in conditions of rapid digital development, alongside the fight against disinformation and “deep fake” technologies, the protection of information resources from cyber threats has become a priority issue. Experience shows that the security of the information space is heavily dependent on the reliable protection of content carriers.
Today, the developments in the information environment necessitate the strengthening of cybersecurity of media entities. In the context of new realities, researching the resilience of websites against cyber threats and improving defense methods has become a serious socio-political challenge. On May 14 of this year, a cybersecurity training session was once again held for representatives of media entities through a joint partnership of relevant institutions. The purpose of the training was to inform media representatives about modern cyber threats and to contribute to making them more resilient and prepared against these threats.
- A few days ago, the Media Development Agency, together with the Audiovisual Council, once again announced a competition for the production of audiovisual products based on a state order. How does this project affect the enrichment of audiovisual content?
- As you know, for the first time last April, a competition for the production and distribution of audiovisual products based on a state order was announced, and according to the results, the implementation of the projects began in September of the same year.
Within the framework of the project, up to the current period, 8 nationwide terrestrial television broadcasters have been airing 12 television programs and 6 social videos once a week on topics that are priorities for the state and society.
The relevant audiovisual products prepared within the competition have been met with interest by the audience, at the same time, the social videos have been highly appreciated by various institutions and the public, with their educational nature especially emphasized.
The project implemented through the partnership of the Media Development Agency and the Audiovisual Council aims to promote audience-oriented content production and broadcasting in the new media environment targeting specific audiences, support creativity and professionalism in the relevant field, form a favorable ecosystem for high-quality production, and effectively deliver information on various issues to the public.
It is known that projects funded by the state order meet more serious technical and professional criteria. This increases both the quality of production and the depth and relevance of the content. As a result, more interesting and informative products are presented to the viewers. Additionally, such competitions provide opportunities to cover various social, cultural, historical, and educational topics and encourage addressing subjects previously considered commercially risky, thereby the overall content map is enriching. The produced materials emphasize national and spiritual values, the idea of statehood, cultural heritage, and the promotion of the Azerbaijani language, and contribute to public enlightenment and strengthening national identity. Considering all these nuances, we are confident that the project, which has started implementation once again, will continue to justify itself in terms of achieving its set goals and will have a series character.
Disinformation threats have been neutralized
-In recent years, as media reforms have continued, the achievements arising from the modern organization of media and communication activities in our country have already manifested in the work of the media. So, what steps will be taken in this direction in the near future?
- In general, we should note that amid increase in information threats from abroad against our country, as well as the misleading of the public through false content posts prepared using "deepfake" technologies from fake accounts in a number of social network segments that do not reflect any reality, and numerous attempts targeting the international image of our country, both the relevant state bodies and the Azerbaijani media bear a great responsibility.
In recent years, as a result of the modern organization of media and communication activities in our country, the true intentions of parties conducting smear campaigns against our country have been promptly exposed in the local media, a natural resilience against internal and external negative information flows has been created in society, and the neutralization of disinformation threats has been ensured.
Undoubtedly, maintaining public political vigilance and the proper delivery of the state’s messages to society through the media in promoting the principles and values of statehood have a significant impact on the formation of public opinion based on healthy principles. As a result of the adoption of the “Media” Law of the Republic of Azerbaijan and the creation of the Media Registry, reliability in this communicative relationship has been observed.
It should be especially emphasized that the Forum on “Public Processes in the Media Sphere,” held every early May under the organization of the Media Development Agency and in partnership with various state bodies, serves as a practical platform for state-media dialogue and provides an open discussion format for each state institution to effectively convey its messages to the audience. Thus, a discussion environment is created where opinions and messages are directly transmitted between structures implementing state policy in various fields and the media, as a result communication is held an in effective form and mutual trust between the parties is strengthened.
Taking this opportunity, we express our gratitude to all our colleagues who support the Agency’s activities in successfully implementing media reforms, including increasing journalistic professionalism, improving the information environment, and establishing effective strategic communication.
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