Structure of the media system. Essay.

Telethon “Yedini Novyny” (The United News). How Ukraine's Media

Landscape Moved Away from Objectivity and Became a Tool of Power.

After the start of the full-scale invasion, Ukraine has experienced many
crisis moments related to the safety of civilians, humanitarian crises,
environmental disasters, and sudden political changes. For two years now, the
largest media conglomerates have been broadcasting a news marathon, which
serves as an operational and reliable source of information. The Ukrainian
telethon "Yedini Novyny" (The United News) emerged as an important
initiative aimed at providing the population with information under crisis
conditions. Starting from informing about air raid alerts, evacuation routes, and
nearby shelters in conflict hotspots, it also became a common broadcaster
reporting on the situation at the front.

Over time, the project underwent significant changes, and questions about
the relevance of this news marathon began to arise in society. Two years after
its launch, the project has faced criticism multiple times. People started to doubt
the reliability of the information being broadcasted 24/7. Conflicts touched on
issues such as the protection of democratic values, freedom of speech in
journalism, financial matters, the president's role in the news marathon, and the
state's influence on society. This essay will investigate all these issues, as well
as how a good idea turned into a mouthpiece of state propaganda.

The Beginning

The telethon was launched on the day of the full-scale invasion due to the
need to inform the population during a military conflict and political instability.
The initiative came from the Ministry of Culture and Information Policy of
Ukraine. The telethon can be found on all satellite channels, streaming services,
social networks, and even in the state application "Diia." This widespread
distribution was very helpful in the early stages of the war, informing the
population so that everyone could find a way to learn about ongoing events,
even in occupied territories. Initially, the project was conceived as a platform
for providing objective and comprehensive information. Journalists adhered to
the principle of "peace journalism." In the early stages of the project's
development, the focus was on the rapid and reliable coverage of events, which
allowed the telethon to gain the audience's trust.

The idea of a unified information space was meant to combine the efforts
of all major TV channels to provide timely information. The broadcasts were
concentrated on current news, events at the front, and statements from officials.
However, later the structure of the telethon began to change, and various
programs, interviews, and analytical broadcasts were included. However, with
the expansion of content, the first signs of a shift towards propagandist methods
appeared.

Analysis of the content and main owners

The content of the telethon primarily focuses on reports, and interviews

with militaries and analysts regarding military actions. It also broadcasts official
addresses, comments from government bodies, and statements from
international political figures.

The telethon impacts the audience through emotional appeals. The

language and rhetoric are aimed at creating a specific emotional state among
viewers. Journalists often use emotionally charged words and expressions,
emphasizing heroism, patriotism, and national unity. Stories frequently
highlight the heroic actions of individuals, militaries, and volunteers. Such
stories often focus on sacrifice and selflessness, contributing to a sense of pride
and national unity among the audience.

Among other content, interviews with military and financial analysts are
also broadcasted, providing their assessments of the current situation. However,
these interviews also promote certain political ideas and beliefs, aiming to
influence public opinion on political decisions and economic reforms. However,
this promotion has begun to face criticism from society and experts, as the
information presented has become one-sided.

An important aspect influencing the content is the major owners of the

channels. Currently, the production of the telethon is handled by three private
media holdings: "1+1 Media" (owned by Ukrainian oligarch Ihor
Kolomoyskyi), "Starlight Media" (owned by Ukrainian billionaire Viktor
Pinchuk), and "Inter Media Group" (owned by oligarch Dmytro Firtash). Part of
the broadcasting also belongs to the Directorate of Television and Radio
Programs of the Verkhovna Rada of Ukraine (the sole legislative body of state
power in Ukraine). Note: The above-mentioned individuals managed to bypass
the anti-oligarchy law by indirectly owning company assets.

Later, "Media Group Ukraine" (formerly owned by Ukrainian oligarch

Rinat Akhmetov) also joined this telethon. In 2022, former leader Rinat
Akhmetov relinquished ownership of the company due to the adoption of the
law on oligarchs, which prohibits individuals from a specific registry, meeting
certain criteria, from owning information channels, and limits their influence on
the media space. Currently, the company is owned by Ihor Petrenko, and the
channel's staff has remained the same. Despite being a private entity, it has been
confirmed that the channel, which has resumed broadcasting, receives
significantly more funding from the state budget than other channels. In 2023,
information about the financing of this project was leaked, revealing that the
channel received 146M UAH ($3M) for content production, a substantial
amount for the state budget at this time. The state spends around 2B UAH
($50M) or more annually to support this project. It is worth adding that
sponsorship is not the only issue drawing critical attention to the newly formed
channel “Mi – Ukraina.” According to an investigation by Ukrainska Pravda,
journalists discovered that the channel managed to obtain a broadcasting license
in less than a month. The investigation concluded that the channel's
management is connected to the head of the Office of the President of Ukraine,
Andriy Yermak, further proving the state's influence over media control.

This trend indicates that not only state promotion but also the influence of
other significant figures such as oligarchs and large businessmen significantly
impact editorial policy, reflecting the commercial and political goals that dictate
the content and direction of news programs. News programs tend to downplay
scandals and negative events related to the business or political activities of the
channel owners. Thus, channels can actively support the government in
exchange for preferences or protection of their business interests. Ultimately,
the informational policy of the channels becomes dependent on political and
economic conditions, undermining the trust of the audience.

Image of the president in the telethon

The image of the president plays a central role in the telethon. Frequent
appearances and addresses by the president create a specific image that shapes
public opinion about the president and his policies. These appearances are
carefully planned and aim to create the image of a strong and decisive leader.
Daily addresses keep the president's figure in the spotlight and actively
influence public opinion.

It is worth noting that President Volodymyr Zelensky previously had his

program on one of the channels which now has its place in the telethon, which
is also actively sponsored by oligarch Ihor Kolomoyskyi. This has led to a
counter-opinion about the president's image, as journalists refrained from
criticizing the president.

The only channel that previously participated in the marathon and

allowed itself to conduct journalistic investigations and invite experts with
opposing views to the ruling party was "Suspilne." According to recent
information dated May 21, 2024, the channel had to leave the broadcast due to
its anti-government policy.

President Zelensky has repeatedly emphasized the importance of the

telethon, arguing that it contributes to forming national unity and the fighting
spirit of citizens. “I believe that “Yedini Novyny” is one of the key projects you
have created, and one of the key stages in the history of our state's resilience,
one of the key factors in the de-occupation of territories that were seized since
the start of the full-scale invasion by the Russian Federation. You helped people
unite – with your unity, with your work,” he said.

Deputy Head of the Office of the President, Mykhailo Podolyak, also

emphasized the importance of the telethon and stated that he sees no reason for
its closure. This indicates that the country's leadership continues to consider the
telethon an important tool of state policy and communication with the
population.

Social Impact and Political Consequences of the Telethon

The telethon has had a clear impact on shaping public opinion among
citizens regarding the political situation in the country. However, it is worth
noting that over time, alongside the positive aspects, negative consequences
have also emerged in the form of public reaction and criticism of this project.
As mentioned earlier, the initial goal was to strengthen national unity and foster
patriotic sentiment among the population. Additionally, in the early stages, this
project helped people stay informed about important political changes, the
reactions of foreign partners supporting Ukraine, as well as updates on
evacuation routes and humanitarian aid.

However, although the propaganda aims to maintain unity and patriotic goals,
the dissemination of biased information has led the audience to trust the telethon
less. On February 5, 2024, the Kyiv International Institute of Sociology
surveyed the population and revealed that 47% of the population does not trust
the telethon. According to journalist Larysa Denysenko, the telethon has created
a monopoly, hindering the progress of independent media. "What primarily
concerns me is the monopoly of Yedini Novyny marathon in the informational
space; sometimes it even seems absurd. This issue is not only about ensuring
informational access for people but also about the development and
competitiveness of the media. The longer this continues, the more people will
choose Telegram, and then we can only talk about moral standards and 'Honor
of the Profession' at award ceremonies, just to not forget about it," she noted.
 In December 2023, the Chairman of the Committee on Freedom of
Speech, Yaroslav Yurchyshyn, stated that the quality of the telethon should be
improved. At the same time, he believes that the telethon "addressed the issue of
distorted information about the war and combat operations." He also thinks that
due to the low quality of the telethon, people seek alternative sources of
information, often turning to anonymous channels in the Telegram social media
which is used a lot among the population, yet the data can be manipulated there.

The European Federation of Journalists and the international human

rights organization "Reporters Without Borders" have also called on the
Ukrainian authorities to consider changing their information policy and
avoiding media monopolization to create a healthy environment in the
information field. There have even been calls to shut down the project, as the
concept is seen as outdated, the population is losing trust in the project, and it
also creates obstacles to the development of independent media. The U.S. State
Department also issued a report in 2023 stating that this practice constitutes a
violation of human rights, specifically freedom of speech. The report
highlighted that the government has established unprecedented control over
television news, and criticism of the authorities is often subject to censorship.

Conclusion

Summarizing the results of the analysis, it can be said that the telethon
“Yedini Novyny” can be considered a relic of the past. As has been repeatedly
asserted, the telethon had a noble goal at the initial stage of the full-scale
invasion. First and foremost, such a phenomenon helped distribute the load
among information channels to provide timely information and avoid panic
among the population in a critical situation. Journalists worked around the clock
to find information that helped people both in conflict hotspots and remote
areas, encouraging them to volunteer and assist the army. The telethon also
played a significant role in dispelling rusian fakes that appeared online and
could misinform the public.

However, from the beginning, the audience quickly became disillusioned

with the telethon journalists, who tried to reassure the public that the war would
end quickly, which in turn did not prepare people for the likelihood of a
protracted war with rusia. Additionally, channel executives began extending the
telethon, filling it with numerous interviews with politicians and analysts,
reports, and stories of military personnel and volunteers, but also including
political agitation supporting the president’s party.

Today, there is a prevailing opinion in society that the telethon has

become outdated and is turning into an absurdity funded by taxpayers' money,
which could have been used to meet the primary needs of the military.
Considering that the country is already experiencing an economic crisis brought
on by the devastation of the war, funding such a project should not be part of
the state budget allocation, as there are more critical needs, such as repairing
destroyed infrastructure, investing in the Armed Forces of Ukraine, and helping
those affected by the war.

The independent journalism sector is also under threat because such

media monopolization hinders the development of independent media.
Journalists investigating major businessmen and influential politicians face
threats due to content censorship, up to and including persecution by certain
state structures. This is a threat not only to the principles of freedom of speech
but also to the democratic values to which the country's population aspires.

Given all the above, it can be concluded that the telethon “Yedini
Novyny” is no longer relevant and should be closed soon, primarily to ensure
objective and comprehensive coverage of events in the country and to prevent
the country from slipping into totalitarianism, like the country Ukraine is
fighting against