Three questions for KRIK, the latest Serbian media outlet to receive the JTI certification.

What was the reason KRIK wanted to obtain JTI certification?

The media environment in Serbia remains highly polarized. There has been an increase in SLAPP lawsuits, growing political pressure, and a decline in press freedom rankings. Independent and investigative media operate in a hostile environment characterized by economic problems and insufficient institutional protection. With protests against the regime occurring nationwide, now in their eighth month, the authoritarian government has intensified its crackdown on civil society and independent media. Journalists often face threats and smear campaigns. The situation has become so dire that the Media Freedom Rapid Response consortium recently released a report stating that media freedoms in Serbia are "in a state of emergency."

However, despite these pressures, the resilient core of media actors remains committed to ethical standards, transparency, and reporting in the public interest. KRIK is among them. In this context, the JTI framework provided a timely opportunity to reaffirm and strengthen our commitment to these values in a region where media freedoms are under attack, trust in media is low, and misinformation is widespread.

Did KRIK's assessment in line with JTI requirements have any tangible effects?

Internally, it has prompted a process of editorial reflection aimed at optimization across all departments, which has led us to reconsider and formalize certain internal standards. Due to recent legal changes in Serbia, media houses are required to adopt internal acts on editorial ethics. Instead of treating this obligation as a mere formality, we have seized it as an opportunity to incorporate JTI requirements into our internal documents and procedures. This ensures that our ethical commitments align with the best international standards while remaining transparent to our audience.

One of the most visible external results has been the launch of our new website. It is designed to modernize our public presence and enhance transparency. We have introduced clearer information about our editorial structure and improved transparency by providing clearer communication about our workflows and making additional information available to our readers. This update has also made our editorial guidelines and contact protocols more accessible, thereby enhancing trust and engagement with our audience.

What benefits do you hope to achieve now that KRIK is certified by JTI?

We believe that JTI certification should not be viewed merely as a badge of honor but as a strategic advantage: a signal to donors, partners, and the wider public that we meet international standards of reliable journalism. For instance, it should serve as a driver of media sustainability, a tool for visible differentiation in a saturated media environment, and a means to access targeted support or engage in dedicated funding opportunities.

Source: journalismtrustinitiative.org