𝐎𝐏𝐈𝐍𝐈𝐎𝐍- 𝐄𝐧𝐬𝐮𝐫𝐢𝐧𝐠 𝐏𝐫𝐢𝐯𝐚𝐭𝐞 𝐌𝐞𝐝𝐢𝐚 𝐒𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐢𝐥𝐢𝐭𝐲: 𝐖𝐡𝐲 𝐌𝐄𝐃𝐁 𝐚𝐧𝐝 𝐄𝐒𝐏 𝐀𝐫𝐞 𝐂𝐫𝐢𝐭𝐢𝐜𝐚𝐥 𝐟𝐨𝐫 𝐁𝐡𝐮𝐭𝐚𝐧

The media is an essential pillar of any democratic society, with the crucial responsibility of informing citizens, shaping public opinion, promoting transparency, and serving as a watchdog over governmental and societal actions. Bhutan, in its relatively young democratic journey, depends on a vibrant, diverse, and independent media to fulfill these roles. However, in recent years, the media ecosystem in the country has faced serious challenges, and it is now time for the government and parliament to act decisively to support private media, particularly through mechanisms such as the Media Enterprise Development Budget (MEDB) and the Economic Stimulus Plan (ESP).

In 2013, Bhutan boasted 12 newspapers, 6 radio stations, and 2 magazines- an impressive media ecosystem for a country of its size and population. Fast forward to today, and this once-thriving framework has dramatically shrunk. Over the past decade, five private newspapers, three radio stations, and two magazines have shut down, leaving Bhutan with just six private newspapers. These remaining outlets are now shadows of their former selves, struggling with shrinking revenues and a declining readership. This erosion of the media sector threatens to undermine the diversity of information available to the public and diminishes the vital role the media plays in holding the government accountable. In a small country like Bhutan, this is a particularly dangerous trend as it weakens the democratic foundation of the nation.

The media sector in Bhutan is facing a financial crisis, with many outlets struggling to survive. The main revenue stream for many of these media organizations- government advertisements- has been significantly reduced over the years due to austerity measures, cuts to advertising budgets, and a shift towards digital procurement systems that bypass traditional media. State-owned or media with their shares, have increased their advertising rates, soaking up a disproportionate share of the ad revenue, and leaving little for smaller, independent outlets. In fact, some government agencies have even signed exclusive contracts with these outlets, making it even harder for private media to compete.

These factors have placed immense financial pressure on the private media sector, making it nearly impossible for outlets to survive without external support.

In light of this crisis, it is time for government to intervene and support its private media sector, just as many other democratic nations do. Governments around the world recognize the indispensable role of a free and diverse media in ensuring democracy and promoting social stability. For example, France and Italy provide direct financial subsidies to their media outlets, while India offers print subsidies to newspapers. Even in the United States, despite its capitalist economy, media outlets receive postal and tax breaks, in addition to government advertisements. Given the small size and relatively modest market of Bhutan, it is not only reasonable but necessary for the government to step in and provide financial assistance to support the private media sector. Bhutan cannot afford to let its media shrink further, as this would undermine its democratic processes and hinder its development as a modern nation.

The introduction of ESP for private media and continution of MEDB would be a vital first step toward revitalizing Bhutan’s media sector. The MEDB, which has already been approved in the past, provided much-needed direct financial support to media organizations, helping them to stay afloat and continue producing valuable content. The government should renew and expand the MEDB to ensure that it is accessible to all private media outlets, regardless of their size or reach. This would help sustain the remaining outlets that are still producing quality journalism and ensure that the sector remains competitive and diverse.

In addition to renewing the MEDB, the introduction of an Economic Stimulus Plan (ESP) for the private media sector could help outlets navigate the current crisis and adapt to the challenges of the digital age. The ESP could provide funding for the retraining of journalists and media professionals, allowing them to embrace digital platforms and new forms of content creation. Given the rapid shift towards online media consumption, it is essential that Bhutanese media outlets evolve to meet the needs of their increasingly tech-savvy audiences. The ESP could also support media outlets in diversifying their revenue streams by encouraging them to explore digital platforms and e-commerce. This would help reduce their dependence on traditional advertising and ensure their financial sustainability in the long run.

Furthermore, both the MEDB and ESP would play a crucial role in preventing a media monopoly from forming. If the current trend continues, state-owned media and larger outlets could eventually dominate the market, leaving little room for smaller, independent media voices. This would severely limit citizens’ access to diverse viewpoints and information, a fundamental requirement for a healthy democracy. By providing targeted support to small and independent outlets, the government would ensure that the media ecosystem remains pluralistic, inclusive, and competitive.

The government should ensure that resources are distributed equitably, providing targeted support to struggling outlets without distorting the competitive environment. This support should come with clear guidelines to ensure that editorial independence is maintained. The government’s role should be to enable the survival and growth of the media sector, not to interfere in the content produced.

Bhutan’s media sector should not operate under the principle of “survival of the fittest,” where only the most financially-backed outlets survive. In a country like Bhutan, with its unique cultural and democratic values, the media should be a space where all voices, whether from large institutions or small, independent outlets, can contribute to public discourse. Supporting smaller outlets through MEDB and ESP would create a more inclusive and ethical media environment, allowing for a broader range of viewpoints and fostering national unity. This would strengthen Bhutan’s democratic processes and help ensure that no voice is left behind in the pursuit of the nation’s collective well-being and prosperity, aligned with the core principles of Gross National Happiness (GNH).

The government and parliament must recognize the invaluable role the media plays in country’s democracy and take meaningful action to support its survival. By renewing and expanding funding mechanisms like the MEDB and ESP, Bhutan can ensure that its media sector remains vibrant, diverse, and independent. The media must remain a strong, independent force in Bhutan’s democracy, providing the necessary checks on power, promoting informed public debate, and contributing to the nation’s social and political development. It is time for the government to act decisively and ensure that Bhutan’s media continues to thrive, serving the needs of the people and the democratic values that the nation holds dear.