Dialogue on the Future of Ukrainian Media: What Builds Resilience in Times of Uncertainty

On May 10, 2025, Aspen Institute Kyiv, in partnership with the OSCE, held a Dialogue titled: “Ukrainian Media: Looking Ahead.”

The event gathered alumni of the “Media and Reality: Dimensions of Responsibility” program — an initiative that the Aspen Institute Kyiv has run with OSCE support since 2020. Participants included representatives of the media sector, the state, civil society, and business. Together, they explored how Ukraine’s media landscape is transforming under the pressure of war, economic instability, and rapid technological change.

Ambassador Petr Mareš, Special Representative of the OSCE Chairperson-in-Office, Project Co-ordinator in Ukraine, and Denis Poltavets, Director of Program Development at Aspen Institute Kyiv, opened the event with welcoming remarks.

Ukrainian journalists and media managers discussed the present and future vision of media during the panel discussion:

• Oleksandr Bohutskyi, CEO of Starlight Media;
• Yevhen Buderatskyi, Deputy editor-in-chief of Ukrainska Pravda;
• Oleksandr Burmahin, Member of the National Council on Television and Radio Broadcasting of Ukraine;
• Olga Rudenko, Chief editor of the Kyiv Independent;
• Mykola Chernotytskyi, Chief Executive Officer at Public Broadcasting Company of Ukraine.

Andriy Kulakov, Program Coordinator of the Aspen Institute Kyiv Community, moderated the dialogue. 

Participants examined the evolving challenges facing the Ukrainian media sector, then worked in groups to brainstorm strategic solutions. Here are some of the takeaways:

• The main threat to the media is the crisis of trust. Widespread disinformation, fake news, and a lack of unified standards undermine the media’s credibility. As a result, audiences struggle to distinguish between reliable journalism and anonymous, manipulative sources. Participants agreed that rebuilding trust requires government-led regulation and community-driven efforts focused on self-regulation, transparency, and ethics.
• The media competes with each other, including algorithms and bloggers. Audience attention increasingly shifts to blogger content, alternative sources of information, and content that does not meet journalistic standards. Thisposes a dual challenge — retaining the audience while maintaining professionalism. Participants called for bolder format experiments and active use of digital tools, including AI.

• Searching for financial sustainability. A sharp decline in international support, a shrinking advertising market, and rising costs are forcing editorial teams to downsize and reduce content output. Suggested solutions included creating a public or independent media support fund, developing subscription models and value-based partnerships with businesses, and implementing monetization systems that preserve independence and qualityю.

• The biggest loss is human capital. Staff shortages, migration, and competition with commercial sectors (PR, marketing) are causing an outflow of professional journalists. Solving this issue requires systemic attention to training new staff, mentorship programs, and support for journalists.

• The media must become drivers of public dialogue. Participants emphasized that journalists must not only inform but also help society navigate a complex reality, counter manipulation, and find shared answers to moral and ethical challenges. This requires deep reflection, flexible formats, and adapting to new audience demands, particularly among youth.

Olena Fomina, Policy Program Director at the Aspen Institute Kyiv, coordinated the event. 

Dialogue among media representatives is an important step towards preserving a free and strong media sector in Ukraine, capable of withstanding pressure and transforming in response to the challenges of the time. Independent media and freedom of speech are key pillars of a state’s strategic security. Therefore, the Institute considers it essential to create a platform for cross-sectoral dialogue and joint solution-finding.

We thank all participants for their insights and our longstanding partners at OSCE Projects in Ukraine for their continued support.