East and West divided in media - watch now. 

In the early 1990s - the historical division of East and West was still reflected in the media. The European Broadcasting Union (EBU) comprised of broadcasters from the West (apart from Yugoslavia) while the International Organization of Radio and Television (OIRT), based in Prague, was composed largely of Members from the East. OIRT included Members from Communist Europe, Cuba, Mongolia, Vietnam, and Finland.

Changing Europe

After the fall of the Berlin Wall, Europe started to change.

The Warsaw Pact was declared at an end on 1 July 1991 by the Czechoslovak President Vaclav Havel.

On 8 December 1991, Russia, Ukraine and Belarus - which had signed the 1922 Treaty of the Creation of the USSR - signed the Belovezha Accords, an agreement declaring that the Union of Soviet Socialist Republics (USSR) would cease to exist.

The breakup of Yugoslavia saw the continent driven by war and the eventual independence of Slovenia, Croatia and Bosna and Herzegovina in the early 1990s.

Intensified exchange between Eurovision and Intervision

The historic events taking place in Europe intensified the exchange and sharing of content between the Eurovision News Exchange and its Eastern European equivalent Intervision. The EBU and OIRT started to engage in discussions but, while the EBU was willing to embrace Members from the East, it did not want to merge with a communist organization. It was 30 years ago, in 1993, that OIRT was finally disbanded and most of its Members joined the EBU.

EBU’s historic mission

Amidst the turmoil and the bitter conflicts, the EBU was undertaking a historic mission with a vision looking far ahead.

In 1993, it welcomed broadcasters from Belarus, Bulgaria, the Czech Republic, Estonia, Hungary, Latvia, Lithuania, Moldova, Poland, Romania, Russia, Slovakia, and Ukraine.

This bold move not only transcended political boundaries but also laid the foundations for a united Europe, fostering collaboration and cultural exchange through the powerful medium of broadcasting. It was a message for peace, cooperation and solidarity in Europe.

This step foreshadowed the European Union enlargements towards the East in 2004, 2007 and 2013.

It was the start of a union of shared values and aspirations.

Boris Bergant, former EBU Vice President said: “This was a tremendous achievement – not only supporting the flow of information, freedom of expression, cultural exchange and co-production, but also allowing the synchronization of technical standards, norms and technologies.

“We’ve seen legislations in both East and West improved accordingly. Although unfortunately, even the best laws on paper don’t work if they are not obeyed – if the political culture is not following.”

Transformation from state to public service media

The Members from Eastern Europe started to change their legal frameworks, policies and editorial practices. The former state-controlled media were transforming into a service to the people - transparent and accountable to their audiences. Their mission was changing from serving the state to informing, educating, and entertaining citizens.

In the years that followed, more broadcasters from Eastern Europe became Members of the EBU. The EBU changed its statutes to be able to embrace Members from Armenia, Georgia, and Azerbaijan which were outside of the European broadcasting area.

In the three ensuing decades, EBU Members from East and West have evolved side by side to the benefit of hundreds of millions of people.

CEE contribution to the EBU

In the 30 years since that first batch of new sign-ups, Central and Eastern European (CEE) countries have contributed heavily to the EBU and its member organizations.

Over the last 20 years, the initial broadcasters who joined from Bulgaria, the Czech Republic, Estonia, Hungary, Lithuania, Latvia, Poland, Romania, Slovenia, and Slovakia have contributed 3,750 hours of news to the Eurovision News Exchange and offered more than 12,000 concerts through the Euroradio Music Exchange.

However, their most visible impact is perhaps on the Eurovision Song Contest.

CEE contribution to the ESC

CEE broadcasters have won the Eurovision Song Contest seven times in the last 30 years. Estonia was the first to reach victory in 2001, followed by neighbouring Latvia in 2002. Ukraine earned its first win in 2004, with two more triumphs coming in 2016 and 2022. Serbia, meanwhile, won the Eurovision Song Contest on its first attempt in 2007. Azerbaijan was awarded the trophy in 2011.

Ukraine is the most successful CEE country at the Eurovision Song Contest. Since its debut in 2003, Ukraine has placed inside the Top 10 a total of 12 times, inside the Top 5 eight times, and won three times.

One of the biggest recent success story to come from CEE competing entries is Snap - Armenia’s 2022 song performed by Rosa Linn. Despite only finishing in 20th place in Turin, it went on to become a huge global hit.

Vision for the future

Today, the EBU is a Union rich in diversity but united by shared values.

In 2012, the EBU General Assembly in Strasbourg adopted six core public service media values – universality, diversity, independence, accountability, innovation, and excellence.

EBU Director General Noel Curran said: “These values remain the beacon for EBU Members who work tirelessly to fulfill their important remit in society, often in the face of political pressure, financial challenges, asymmetric competition, disinformation, and exponentially rapid changes.

“Together we envision a future shaped by innovation and creativity and anchored in unity, solidarity, and diversity.”