Abstract
This article aims to explore the ways in which Estonian public broadcasting tackles one specific media service sphere; how television programmes for language minorities are created in a small country, how economics and European Union media policy have influenced this processes. The article highlights major tensions, namely between Estonian and Russian media outlets, Estonian and Russian speakers within Estonia and the EU and Estonia concerning the role of public service broadcasting (PSB). For research McQuail’s (2010) theoretical framework of media institutions’ influencers – politics, technology and economics – is used. For analyses media regulatory acts and audience surveys are accomplished with media institutions financial data from the beginning of 1990s until 2012. This kind of approach gives a comprehensive overview of development of Russian language media in such a small media market as Estonia is.
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