Abstract
Media assistance is a challenging concept. There are many ways to approach and to define it. Some of these approaches consider media as the final result or goal, other consider the process of media development as the central to media assistance, while some situated support to media as part of democratization process where media are considered as means for wider social and political changes. This paper tends to re-discuss the concept of the media assistance and, based on empirical data collected through primary and secondary research, investigate how it contributes to the development of Serbian media environment and, specifically, to establishment and reforms of important media institutions.
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