New study shows public broadcaster LRT strengthens Lithuania’s commercial media sector

A new independent study commissioned by the European Broadcasting Union (EBU) finds that a stronger Lithuanian National Radio and Television (LRT) directly benefits the country’s commercial media, LRT.lt reports.

The research, conducted by Oliver & Ohlbaum Associates, analysed four years of data (2022–2026) and revealed a consistent positive correlation: when audiences engage more with LRT’s content—whether through viewing, listening, or reading—they also increase their consumption of commercial news outlets and platforms.

For example, a 1% rise in visits to LRT’s online portal corresponded with a 0.7% increase in traffic to commercial news websites. The findings challenge claims that public broadcasters distort market competition, instead suggesting that structural factors—such as declining ad revenue, global platform dominance, and shifting audience habits—pose the real threats to commercial media.

EBU warns against restricting public media

The study’s release coincides with ongoing debates in Lithuania’s parliament over proposed amendments to LRT’s governing law, which critics argue could undermine its independence and funding. Recent mass protests in Vilnius have drawn over 10,000 participants opposing the changes, which include easing the dismissal of LRT’s director-general, expanding its supervisory board, and introducing new governance layers.

Richard Burnley, director of EBU’s Legal and Policy Department, emphasised the risks of weakening public broadcasters amid broader media industry pressures. “In these turbulent times, public and commercial media must work together to protect Europe’s media ecosystem,” he told LRT.lt, warning that attacks on public broadcasters could ultimately backfire by destabilising the entire sector they aim to defend.

The EBU’s statement also notes that attempts to “protect” the media market by curbing public broadcasters may harm the very ecosystem policymakers seek to safeguard. Instead, the data underscores that a strong, independent public broadcaster fosters a healthier, more pluralistic, and competitive news environment for all.