Every day, we are reminded of the critical role media play in people’s lives — informing the public, enabling open debate, and holding those in power accountable. But World Press Freedom Day is a rare moment to pause and reflect on the values at the heart of professional and independent journalism.

Freedom of expression, the public’s right to know, and accountability to society are not guaranteed — they must be earned and defended through daily work. And they are constantly being challenged.

As the leading media group in the region, with 120 outlets across multiple countries, United Media is deeply committed to upholding professional standards — at a time when truth is increasingly under pressure. That pressure comes in many forms: institutional interference, misuse of technology, and rising disinformation.

For us, freedom of expression is not an abstract ideal. It is the foundation of everything we do. Across the markets where we operate, we face ongoing efforts to manipulate editorial policy, undermine standards, and deny people access to truthful, relevant information.

That’s why we continue to invest in independent journalism. We protect our journalists and push back against censorship — regardless of the platform, whether it’s TV, digital media, or social networks.

In the digital age, the fight for press freedom is evolving — but the principles remain unchanged: truth, accountability, and the courage to speak out. And that is a fight we will never abandon.

This year’s World Press Freedom Day puts a spotlight on one of the defining questions of modern journalism: the use of artificial intelligence. As technology reshapes how stories are created and shared, we must remember — no tool can replace the essential values of journalism: accuracy, independence, and public responsibility.

”We are proud of the work done by our 12 newsrooms across Southeast Europe. Every day, they prove that quality, independence, and integrity cannot be silenced. In countries with fragile democracies, like Serbia, United Media’s outlets stand as a clear example of that commitment. Despite relentless pressure and threats, our journalists remain true to their mission: to inform citizens accurately, impartially, and responsibly — especially in times of uncertainty, when people need facts more than ever.

Technologies will continue to change. But our values won’t. AI is a powerful tool in the hands of responsible newsrooms — but never a replacement for human judgment or editorial integrity. That’s why we’ve put in place clear company-wide standards: human oversight, full transparency, and strong protection of user privacy. At United Media, everything we do is rooted in a strong awareness of our responsibility to serve the public interest”,  said Aleksandra Subotić, CEO of United Media.