Political

Over the past three years, Azerbaijani media has strengthened its influence in the international information space, stepping into a completely new stage of development. One of the main characteristics defining this stage is the country’s role as an information producer, becoming the primary source referenced by transnational and foreign media organizations regarding Azerbaijan.

Previously, news about Azerbaijan in international media was mostly disseminated by transnational media outlets, and even by the media of neighboring countries — especially regional powers such as Russia and Türkiye. However, in the last three years, Azerbaijani media has become the main reference point in the global information space. This significant change is explained by the increased operational speed, exclusivity, and professionalism of local media outlets, as well as a more conceptual approach to media.

Of course, several agencies and television channels existed in Azerbaijan before, and foreign media occasionally referenced them. However, especially during the first phase of the Victory — Patriotic War, the activity of the Turkish media was more noticeable. But just one year later, during the short-term anti-terror operation, Azerbaijani media became the main source of reference in the world media. This change was made possible by exclusive reports from the scene, live broadcasts, and timely information provided by the local media.

World refers to Azerbaijani media

This trend continued in other globally significant events related to Azerbaijan. At an important international event like COP29, despite the participation of hundreds of media organizations from all over the world, Azerbaijani media took a leading role and served as a key source of reference. The local media were not only participants in this event but also successfully played the role of a news source.

The plane crash near Aktau involving an AZAL aircraft also became an indicator of the Azerbaijani media’s influence. In news reports about this incident, which were broadcast across almost all continents, Azerbaijani information agencies and leading news portals—especially Azertac, APA, Trend, Report agencies, Haqqin.az, caliber, minval.az, vesti.az, day.az, 1news portals, and the Anewsz and CBC TV channels—took the lead as the main sources of reference.

These sources, which broadcast news in various languages, were the main reference points for the international media. Leading media organizations such as BBC, Al Jazeera, Reuters, The Washington Post, and The New York Times, as well as the press across a wide range including India and Indonesia, shared news about the crash primarily referencing Azerbaijani media. Thus, our media outlets acted as direct information providers in this incident.

All of this shows that in recent years, the media policy in the country has been built on a correct and strategic basis. Whereas before “we wrote and read our own news,” today the international interest in and references to Azerbaijani media prove that we now play the role of the original source of information. The dissemination of exclusive news through local media and the consistent measures taken to expand cooperation between the country’s media and foreign information agencies are yielding results.

The President’s information strategy: A leading role in increasing the media’s global influence

President Ilham Aliyev’s information strategy has played a significant role in increasing the international influence of Azerbaijani media. Under his leadership, media reforms and technological modernization have strengthened the country’s information security. The President’s interviews with local and foreign media, along with the dissemination of his speeches in various languages, have reinforced Azerbaijan’s position in the global information space. This strategy has also enhanced the media’s effectiveness in defending national interests. As a result, Azerbaijani media has become recognized as a reliable source in regional and international information flows.

The country’s President’s cooperation with the media also plays an important role in this process. The President’s regular interviews with local television channels and their broadcasting in multiple languages have created a new stage in the circulation of information.

At the now-traditional Shusha Global Media Forum, President Ilham Aliyev spends hours answering questions from local and foreign media. The President meets with representatives of local and international think tanks several times a year, and statements from these meetings often make headlines in the global media.

Azerbaijani media at the President’s visits

Successful changes in the coverage of the Azerbaijani President’s visits have also had a significant impact on the reputation of our media. It is no secret that today Ilham Aliyev is one of the world’s most closely watched leaders. His visits and statements are news for regional and international media.

For years, Azerbaijani media faced obstacles and challenges in the timely coverage of the President’s meetings and visits. Over the past year, however, the President’s trips and meetings have been covered very promptly, sometimes in real time. High-quality live broadcasts are organized from President Aliyev’s meetings and visits, and alongside the state television, other private and cable TV channels are also given the opportunity to air these broadcasts.

In addition to the state agency, leading agencies such as APA, Trend, and Report, as well as ITV and other private news channels, are represented during the President’s foreign visits and provide continuous coverage of these events.

The Azerbaijani difference at the 6th Summit of the European Political Community

Just this week, at the 6th Summit of the European Political Community attended by the Azerbaijani President, our agencies and television channels represented by their correspondent teams delivered a special performance.

At this event, Azerbaijani media outlets’ microphones were seen more often than those of the central media of European countries, symbolizing the achievements made in this field.

At the event, Azerbaijani media reached out to everyone with microphones, took part in press conferences, and ITV even aired an interview with Armenian Prime Minister Pashinyan.

The President’s speeches and even informal notes from his visit were promptly shared by Azerbaijani media and across social networks.

Media as the guardian of information security

During this period, Azerbaijani media has acted not only as a source of information but also as a guardian of information security.

In the face of information attacks against Azerbaijan, the media has served as a shield and has actively defended national interests. The struggle led by the media against provocative initiatives targeting the country’s strategic and international interests has often taken place on the front line of defense.

Today, we observe that those conducting black propaganda against Azerbaijan are not only responding to the statements of state officials but also addressing the responses from media outlets. This demonstrates that Azerbaijani media is taken seriously on an international level and is not just a consumer of information, but also a shaper of it.

Multilingual development strategy in Azerbaijani media

The improved quality of news portals operating especially in Russian and English has become one of the key factors allowing Azerbaijani media to reach a wider international audience. It is essential to produce content not only in the local language but also in languages understood by the international community, in order to participate in global information circulation. From this perspective, the recent efforts to develop media resources in Russian, English, French, and Persian reflect a deliberate and strategic approach.

This process has not been limited to mere language-level translation; it has also been accompanied by the implementation of a conceptual approach in the media field. In other words, a content strategy aligned with modern media standards has been developed to deliver Azerbaijani realities, national interests, and the country’s regional position to international audiences accurately and objectively. This has turned into a key element of information diplomacy.

At the same time, one of the main goals has been to raise the professional level of journalistic staff. Selecting journalists capable of preparing materials in foreign languages and involving them in training, along with providing opportunities to gain experience in international media environments, has laid the foundation for long-term success. In this regard, training programs abroad, participation in international media platforms, and the expansion of cooperation opportunities have come to the forefront.

The power of neutral reporting: Azerbaijani media on the international stage

Another major reason for the international attention Azerbaijani media has attracted is the professionalism and neutrality it demonstrates in covering global events. This approach is the outcome of a consistent and well-structured media policy.

For instance, while most countries' media outlets took clear sides in the Russia–Ukraine war, Azerbaijani media demonstrated objectivity by giving voice to both Russian and Ukrainian officials and experts. The same principle was maintained during the Israel–Palestine conflict, where the positions of both parties were presented in a balanced manner.

Although Indian media took Armenia’s side during the Karabakh war, Azerbaijani media covered the India–Pakistan conflict objectively, presenting the viewpoints of both countries. The archive of APA news agency contains numerous such analyses, serving as evidence of this balanced approach. Moreover, many international media experts and diplomats have particularly noted the Azerbaijani media’s impartial stance on global developments.

Yet we have recently witnessed the biased "news policies" of certain foreign media outlets—not only in their coverage of individual conflicts but even in their approach to global events such as COP29, held under the auspices of the United Nations, which some chose to boycott or approach one-sidedly due to their prejudice against Azerbaijan.

The rise of social media: Reliable digital sources of information

In recent years, a strategic approach to social media has also become evident. Today, nearly all government institutions operate official pages on social media platforms. Through these pages, they engage with citizens and the media, providing timely responses to public inquiries. Leading TV channels, news agencies, and online news portals also maintain an active presence on social media.

Today, local media outlets are the primary creators of news content in Azerbaijan. The population largely relies on Azerbaijani-language sources and domestic platforms to meet its information needs. No foreign media outlet or its local branch holds, or is able to hold, a dominant position in Azerbaijan’s media space.

Although the circulation of information on social networks has increased, the role of official and reliable sources is still predominantly fulfilled by leading media institutions. This indicates that the country's social media strategy has been effectively implemented.

As a result, Azerbaijani media is able to operate with a more conceptual approach that meets the demands of the time. In particular, it continues to strengthen its reputation, credibility, and citation value on the international stage.

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