Issuu

September 2026

SWISS NATIONAL DAY SPECIAL 2026 FEATURED VOICES: H.E. Anne Lugon-Moulin Swiss Ambassador to Serbia

Jelena Sadler

Executive Director, Swiss-Serbian Chamber of Commerce

Marjana Davidović

Country Manager, Nestlé Serbia, Montenegro, North Macedonia

AMBASSADOR’S PERSPECTIVE

A Partnership Built for the Future As Switzerland and Serbia mark 110 years of diplomatic relations, Ambassador Anne Lugon-Moulin reflects on a partnership that has grown from an act of solidarity during the First World War into broad cooperation spanning business, innovation, science and culture H.E. ANNE LUGON-MOULIN Swiss Ambassador to Serbia

hen Switzerland and Serbia established diplomatic relations 110 years ago, Europe was at war, and the Serbian government was in exile. Today, their relationship extends across a remarkably broad spectrum, from economic cooperation and innovation to science, education, governance and culture. For H.E. Anne Lugon-Moulin, Ambassador of Switzerland to Serbia, the anniversary is therefore not only an opportunity to look back at more than a century of relations, but also to consider what the partnership can become in the years ahead. “Our partnership dates to 1916; at that time, the Swiss government gave a strong sign of solidarity and trust to the Serbian government, which was in exile in Corfu during World War I, by accepting the nomination of a Serbian Envoy in Switzerland. Today, our cooperation continues to grow through science, education, innovation, business, governance and culture. Switzerland, through its international cooperation projects, works hand in hand with Serbian institutions, municipalities, businesses, the innovation ecosystem, and civil society,” Ambassador Lugon-Moulin says. That cooperation today has a particularly strong economic dimension. Swiss companies have become long-term investors in Serbia, creating more than 20,000 jobs and bringing capital, technology, expertise and high standards of quality. Around 600 companies contribute to Serbia’s integration into global value chains, while benefiting from the country’s skills, creativity and entrepreneurial potential. The relationship is equally sustained by personal connections. A sizeable diaspora and intensive travel between the two countries have created links that go well beyond institutional cooperation,

LASTING SECURITY IS BUILT THROUGH COOPERATION AND MUTUAL RESPECT with around 50 weekly flights connecting Belgrade and Niš with Zurich, Geneva and Basel. Yet the anniversary comes as international relations are reshaped by geopolitical tensions, technological transformation and

questions about the future of the multilateral system. Switzerland sees dialogue and international cooperation as essential elements of the response. “In a world marked by geopolitical turmoil, Switzerland reaffirms its commitment to international law, multilateralism, dialogue and democratic resilience. We believe that lasting security is built through cooperation and mutual respect,” Lugon-Moulin says. This commitment is closely connected with Geneva’s role as one of the world’s major centres

of international diplomacy. Switzerland is also seeking to strengthen the city’s position as a place where the international community can address emerging global challenges, including artificial intelligence. “Having the second most important multilateral city, Switzerland is deploying substantial means to position Geneva as a top venue for future-oriented issues. Hence, we are proud to host the next AI Summit in 2027,” the Ambassador points out. But Switzerland’s presence in Serbia is not defined by diplomacy and business alone. Community initiatives and humanitarian engagement provide another, less formal dimension to its presence in the country. That was visible recently when Lugon-Moulin hosted members of the International Women’s Club of Belgrade at her residence. In recognition of her continuous support, friendship and commitment to the organisation, she was named an honorary member of the Club. The Ambassador also confirmed that Switzerland would again take part in the IWC’s traditional charity bazaar in December. “Last December, the charity bazaar was truly impressive, with an enormous turnout, organised at a highly professional level and with a great deal of visible effort. We will be part of the bazaar again this December, together with other embassies,” she said, adding that she was pleased that the IWC also provides members of the Swiss Embassy team with a welcoming and friendly community. From the diplomatic ties established in the turmoil of 1916 to cooperation on investment, innovation and the technologies of tomorrow, the Swiss-Serbian relationship has changed profoundly over 110 years. What connects its different chapters is an emphasis on dialogue, cooperation and direct ties between people, the same principles highlighted during this year’s Swiss National Day celebration in Belgrade.

www.diplomacyandcommerce.rs

EVENTS

Swiss National Day in Belgrade Celebrates 110 Years of Bilateral Relations with Serbia The Embassy of Switzerland in Belgrade marked Swiss National Day with a reception hosted at the residence of H.E. Ambassador Anne Lugon-Moulin, bringing together more than 600 guests

his year’s celebration held particular significance, taking place in the context of 110 years of bilateral relations between Switzerland and Serbia. The reception brought together prominent representatives of Serbia’s political and public life, including First Lady Tamara Vučić, members of the Government of the Republic of Serbia, representatives of public institutions, the Embassy’s partners, and members of the Swiss community in Serbia. Welcoming the guests, H.E. Ambassador LugonMoulin highlighted solidarity and dialogue as important ties

THE 110TH ANNIVERSARY OF DIPLOMATIC RELATIONS OFFERED AN OPPORTUNITY TO REFLECT ON THE LONGSTANDING RELATIONSHIP BETWEEN SWITZERLAND AND SERBIA connecting the two countries. The 110th anniversary of diplomatic relations offered an opportunity to reflect on the longstanding relationship between Switzerland and Serbia, while also looking ahead to further strengthening cooperation and partnership. The evening combined the formal character of a diplomatic

reception with a taste of Swiss culture and gastronomy. Guests enjoyed traditional Swiss specialities, including raclette and rösti, while DJ Đorđije Stajkić provided the evening’s musical programme. One highlight of the evening was the announcement of the winner of the art competition for

the Embassy of Switzerland’s new premises in Belgrade. The event also featured an exhibition of selected entries, allowing guests to discover the diverse and creative proposals submitted as part of the competition. This year’s reception was therefore more than a celebration of Switzerland’s national holiday. It also offered an occasion to mark 110 years of diplomatic relations and to celebrate the enduring partnership between Switzerland and Serbia – a relationship shaped by dialogue, cooperation, and strong connections between the two countries and their people.

by Mijat Kontić

Photo: Zoran Petrović

ECONOMICS

Over 600 Swiss Companies Operate in Serbia Leveraging 110 years of diplomatic ties to expand B2B networking and institutional collaboration JELENA SADLER fali itula

his edition of Diplomata features an in-depth conversation with Jelena Sadler, Executive Director of the Swiss-Serbian Chamber of Commerce. Marking 110 years of diplomatic relations between Switzerland and Serbia and following the high-level visit of Swiss President Guy Parmelin, Sadler details the Chamber’s mission to deepen economic integration, support small and

medium-sized enterprises (SMEs), and leverage platforms like Belgrade Expo 2027. The interview explores key investment sectors, including Agritech, AI, biotechnology, and green transition, while emphasising the human-centric foundations of sustainable business partnerships. Ms Sadler, you have a rich background in international media and journalism. How has that experience shaped your leadership approach at the Chamber?

BEHIND EVERY SUCCESSFUL INVESTMENT, THERE ARE PEOPLE Spending more than a decade in international media and journalism taught me a vital lesson: the best results are achieved when people communicate, listen to one another, and build mutual trust. Throughout my career, I worked

with people from different continents, cultures, and background perspectives, which made me realise that clear communication and understanding are often just as critical as a good business idea. That is precisely the philosophy I bring to the SwissSerbian Chamber of Commerce. Organising events is secondary to creating genuine mutual understanding and establishing valuable human connections. Behind every successful investment or business project, there are people.

www.diplomacyandcommerce.rs

ECONOMICS

This year marks a major milestone—110 years of diplomatic relations between Switzerland and Serbia. What does this historic occasion mean for the Chamber, and how are you leveraging this momentum? Celebrating 110 years of international diplomatic relations is a profound milestone. This anniversary gained even greater weight after Swiss President Guy Parmelin’s official visit in April—the first head-of-state visit

from Switzerland since 2008. This visit sent a powerful signal that Switzerland views Serbia as a key regional partner. The Chamber was privileged to participate in the visit and engage directly with the prominent Swiss business delegation accompanying President Parmelin. These high-level encounters provide significant momentum for commercial relations, open doors to new capital investments, and reinforce long-term confidence.

sustainability, and human resource development. We insist that the Chamber must be a practical venue where companies actively solve challenges, rather than simply a source of passive information. You mentioned targeted support for small and medium-sized enterprises. How specifically does the Chamber connect SMEs with Swiss partners and market opportunities?

A THRIVING ECONOMY IS BUILT ON PEOPLE, KNOWLEDGE, AND TRUST What are the Chamber’s key priorities for the remainder of the year, and which main projects are currently driving your agenda? We are focusing on three structural priorities: First, strengthening targeted business networking among member companies and the broader economy through direct B2B meetings. Second, empowering small and mediumsized enterprises (SMEs) to access the Swiss market and international partner networks more effectively and third, enhancing institutional collaboration in strategic areas such as innovation,

The main hurdle for SMEs is that, despite strong products and high operational capability, they often lack sufficient visibility in the Swiss market. We bridge that gap by connecting them directly with the right commercial partners in Switzerland, boosting their market presence and creating pathways to integrate into global value chains. Switzerland is globally recognised for its investments in technology and innovation. Where do you see the strongest potential for Swiss investment in Serbia?

Naša slika, bez potpisa

How would you define the primary mission of the SwissSerbian Chamber of Commerce, and what is its significance for economic cooperation between the two countries? Put simply, our business is connecting people and companies. Switzerland is one of Serbia’s most significant economic partners. Currently, more than 600 Swiss companies operate in Serbia, employing a substantial workforce and contributing to economic development. Annual bilateral trade in goods stands at approximately €1.3 billion, while Swiss investments in Serbia have exceeded €2 billion in recent years. Our role is not only to support existing businesses, but also to help new investors navigate Serbia, find reliable local partners, and scale their operations seamlessly.

Serbia presents notable opportunities across information technology, artificial intelligence, biotechnology, pharmaceuticals, advanced manufacturing, energy, and green technologies. Personally, I see exceptional potential in Agritech. Serbia possesses a rich agricultural heritage, while Switzerland offers world-class technological achievements. Combining Serbian sector expertise and talent with Swiss technological innovation creates a highly competitive formula. How will the Chamber utilise Belgrade Expo 2027 to highlight Swiss innovations and expand corporate presence? Switzerland was the first country to formally confirm its participation in Expo 2027, an event that offers a unique platform for both Serbia and the wider region. The Chamber aims to help Swiss companies identify concrete commercial opportunities linked to this event. We are organising dedicated trade delegations and B2B meetings to showcase Swiss innovations in emerging technology, healthcare, mobility, and smart cities. We view Expo 2027 not merely as a multi-month event, but as a catalyst for new longterm investments. Looking ahead over the next five years, what is your vision for the Chamber’s future role? In five years, I want the SwissSerbian Chamber of Commerce to be the definitive entry point for companies seeking international partners, launching joint ventures, or directing investments between Serbia and Switzerland. We will continue connecting companies and attracting new capital, while placing heavy emphasis on innovation, education, and talent development—the foundation of long-term national competitiveness. Bilateral relations are at an alltime high, supported by 110 years of history, President Parmelin’s visit, and strong Swiss commercial interest in Expo 2027. Ultimately, a thriving economy relies on capital, but it is built on people, knowledge, and trust. If we keep cultivating these values, the best is yet to come.

by Sanja Pešić

CORPORATE

More Than Precision Swiss values, local experience and trust built over more than three decades SANJA PEŠIĆ CEO of Alma Quattro

hen a company exists for more than three decades, its history cannot be told solely through its ownership structure, business results, or market changes. People, decisions, relationships, and values have shaped it and stood the test of time. Alma Quattro has been in business since 1994, and I have been part of that journey from the very first day until today. Over the years, the ownership structure, the market, technologies, and the way we communicate have been changing. A new chapter began in the early 2000s, when Alma Quattro became part of a major international group, with Swiss capital and business culture gradually becoming an important part of the company’s identity. Today, when I think about what this Swiss identity means to me, capital is not the first thing that comes to my mind. I think of values. Switzerland is often associated with precision, quality and reliability. After more than three decades of business experience, I would say that behind all these qualities lies something even more important: trust. Mutual trust is perhaps the most valuable form of capital any company can get, and certainly the one that takes the longest to build. Trust cannot be bought, nor can it be imported along with capital. It is built over time: through consistency between words and deeds, through the way we treat our employees, clients and partners, and through the decisions we make when they are easy, but even more so when they are not. This is where I see a strong connection between Swiss business culture and what Alma Quattro has become over the years. Long-term thinking, stability, responsibility and high professional standards only have meaning if they are visible in everyday business practice. Interestingly, given the nature of our business, we deal precisely with visibility.

TRUST IS THE MOST VALUABLE CAPITAL Outdoor advertising is part of the public space. Hundreds of thousands of people view what we do every day, often without even thinking about it. That is why, for me, visibility always comes with responsibility: to the clients whose messages we communicate, to the cities whose spaces we share, and to the people who live in those spaces. Perhaps this is the most fascinating paradox of our business. Alma Quattro is in the business of visibility, yet the most important principles underpinning its success are unseen. Trust has no billboard. Integrity has no campaign. A long-term perspective is difficult to capture in a single image. And yet, these invisible values are precisely what enables a company to endure. We have never regarded Alma Quattro’s Swiss ownership merely as a fact reflected in its ownership structure. We perceive it as

a part of the business culture we have built over the years in the market where we live and work. Successful international business models are not simply transposed from one country to another. The best model is to combine the standards and experience of the owners with the knowledge, energy, and unique characteristics of the local market. This year, that story takes on a special dimension. Serbia and Switzerland are marking 110 years of diplomatic relations, more than a century during which states, circumstances and generations have changed, while the ties between the two countries have continued to evolve. Today, Serbia is Switzerland’s most important economic partner in the Western Balkans, giving this historic relationship a tangible, measurable dimension. In this sense, Alma Quattro represents one small part of a much larger story. As a company with 100% Swiss capital and a member of the Swiss-Serbian Chamber of Commerce, we are part of a business community that transforms

bilateral relations into something tangible every day. After all, relations between countries do not exist only through agreements and official meetings. They come to life through investments, companies, jobs, partnerships, the exchange of knowledge and, above all, through people. Another symbolic aspect of this moment is particularly meaningful to me. Today, Switzerland is represented in Serbia by Ambassador Anne Lugon-Moulin, while Alma Quattro is led by a woman who built her professional career in an industry where leadership positions were, for many years, largely reserved for men. I do not believe that gender itself is a qualification for leadership, just as I have never believed it should be an obstacle. But it says a great deal about how far we have come when women no longer need to justify why they have a seat at the table where decisions are made. Perhaps this is the best way to measure progress: not by the number of women who have become exceptions, but by reaching a point where a woman serving as an ambassador, director, or leader is no longer newsworthy, but simply the natural result of her knowledge, experience and abilities. Looking at 110 years of relations between Serbia and Switzerland from the perspective of my 32 years at Alma Quattro, the timescales may differ, but the lesson is the same: lasting value is rarely built quickly. They are developed, shaped and adapted over time, and they endure because people on both sides continue to recognize their value. Perhaps that is why, for me, the most meaningful message of this year’s Swiss National Day is that tradition and progress are not opposites—quite the contrary. The most valuable traditions are those built on foundations strong enough to embrace changes. And for a company whose business is to make things visible, I am particularly pleased that today we can make that progress visible.

www.diplomacyandcommerce.rs

by Adecco

CORPORATE

People Are at the Heart of Every Success As a global human resources leader with Swiss roots, Adecco has connected people with opportunities and companies with the talent that drives their growth for decades

Photo: Adecco / Ivan Vučićević and Filip Milisavljević

o matter how much the labour market evolves, one thing remains unchanged: behind every business result, every idea and every successful company are people. In Serbia, Adecco supports local and international companies across a wide range of industries in finding, engaging and developing people who match their business needs. Through recruitment and selection, temporary staffing, outsourcing, payroll, and other HR solutions, we connect employers’ needs with candidates’ knowledge, experience, and potential every day. The strong economic ties between Serbia and Switzerland create further opportunities for new investment, knowledge exchange and long-term business partnerships. Swiss companies bring high business standards, quality and a long-term perspective to the Serbian market, while Serbia offers skilled professionals, experience and significant potential for further development. Adecco sees its key role where companies’ needs meet people’s potential.

Photo: Adecco

REAL WORK. REAL PEOPLE. Our job is not simply to find a candidate for an open position. Our goal is to understand the person behind the CV, their abilities and ambitions, as well as the people. It needs behind every business because the right match can transform not only someone’s career, but the future of an entire organisation. Looking ahead, Adecco Serbia will continue to build relationships based on trust, understanding and the genuine needs of people and companies, while supporting the development of the labour market and strengthening Serbia’s business ties with international partners. Because regardless of the industry, market or size of a company, business is ultimately always a story about people.

BUSINESS INTERVIEW

Beyond Investment, Towards Innovation Serbia and Switzerland are entering a new phase of economic cooperation driven by knowledge, technology and higher value-added projects MARJANA DAVIDOVIĆ Country Manager Nestlé Serbia, Montenegro, North Macedonia

How would you assess the current economic relations between Serbia and Switzerland, and where do you see the greatest untapped potential for further development, particularly in terms of trade and new investment? Trade in goods worth around €1 billion shows that Serbia and Switzerland have a substantial economic relationship, but trade value alone does not tell us much about its quality. Looking at its structure, Serbia still imports significantly more goods from Switzerland than it exports. The picture is more favourable for services, particularly in the IT sector, where Switzerland is one of the most important export markets for Serbian companies. This is precisely where I see strong potential for the next phase of cooperation, one based not on labour costs, but on innovation and the delivery of higher-quality, more complex projects. Serbia has demonstrated that it can compete through knowledge, technology, and professional services. This creates an opportunity to extend this model to other industries through more sophisticated manufacturing, product development, and deeper integration of Serbian companies into international supply chains.

Photo: Luka Šarac

arjana Davidović, Board Member of the SwissSerbian Chamber of Commerce and Country Manager Nestlé Serbia, Montenegro, North Macedonia, discusses the next phase of Serbian-Swiss economic cooperation, focusing on investment, innovation, sustainability, and higher value-added growth.

SERBIA HAS DEMONSTRATED THAT IT CAN COMPETE THROUGH KNOWLEDGE AND TECHNOLOGY An important signal also came in April this year, during the visit of the Swiss President to Serbia. The visit had a strong business dimension, including a business delegation, meetings with

companies, and a new bilateral innovation programme. This shows a solid foundation for cooperation in the coming years, with a growing focus on technology, innovation, and higher value-added activities. Serbia is Switzerland’s most important trading partner in the Western Balkans, with bilateral trade in goods reaching around CHF 1 billion annually. What is needed for bilateral economic relations to make the next major leap and move from solid results to a significantly higher level of cooperation?

In day-to-day business operations, there is a very clear distinction between a company’s decision to enter a market for the first time and its decision to continue investing in that market. For an initial investment, factors such as costs, location, incentives, and market access are important. When a company is considering its next project, however, the criteria become more demanding. By then, it already knows how productive its existing facilities are, the quality of its workforce, how reliable its suppliers are, and how quickly it can introduce new technologies into

www.diplomacyandcommerce.rs

BUSINESS INTERVIEW

production. In both cases, Serbia’s image is extremely important, which is why it needs to be continuously strengthened, from the business community and relevant institutions to the awareness and habits of end consumers. This is why I see the next major step in Serbian-Swiss cooperation in investments that bring greater knowledge and development. The new bilateral innovation programme, worth CHF 10 million, is moving precisely in this direction by connecting companies, universities, start-ups, and small and medium-sized enterprises. Its true success will not be measured by the number of events held, but by whether a Serbian company has developed a new solution, become a supplier within an international system, or successfully entered a new market. Results like these transform the quality of economic cooperation far more profoundly than overall trade growth alone. Swiss companies are traditionally associated with quality, innovation, long-term planning, and high business standards. How widely are these values recognised in Serbia today, and to what extent do Swiss companies contribute to the development of local business culture and standards? Standards acquire their true value only when they become part of everyday business practice. If you want to become a supplier to an international company, you must comply with clearly defined procedures, from quality and delivery deadlines to responsible management of energy and water consumption, as well as waste. Over time, these requirements also change how local partners operate. A supplier that improves traceability, quality, resource management, or production safety does not simply become more reliable for a single customer. It strengthens its own competitiveness and becomes better positioned to work with other international companies. A good example is the regenerative agriculture programme that Nestlé has been implementing in Serbia since 2021. Changing production practices required farmer education, new equipment, continuous monitoring of results, and financial support. This also illustrates something I consider particularly important. Setting a high standard is not enough if you expect a partner to meet it immediately.

Lasting change happens when requirements are paired with the knowledge, support, and time needed for new practices to become sustainable. The Swiss-Serbian Chamber of Commerce was established in 2014 to serve as a bridge between the business communities of the two countries. How has its role evolved over the past decade, and what do member companies expect most from the Chamber today?

actually change in business operations. Artificial intelligence creates value when it enables more accurate demand forecasting, better inventory management, more efficient logistics, or faster development of new solutions. A good example comes from the food industry. Globally, Nestlé R&D, together with IBM Research, has developed a generative AI tool that helps identify new packaging materials while considering their functionality, recyclability, and cost. Through applications like these, technology moves beyond

INNOVATION AND SUSTAINABILITY CAN NO LONGER BE VIEWED SEPARATELY Managing business operations across the markets of Serbia, Montenegro, and North Macedonia clearly demonstrates how significantly regulatory differences can affect a company’s day-to-day operations. Sometimes the issue concerns the labelling of the same product, sometimes documentation, border procedures, or differing interpretations of a particular regulation. Individually, each may seem like a minor administrative requirement. However, when a company has a large product portfolio and operates across several markets, its cumulative impact becomes a significant drain on time and resources. This is precisely where I see one of the Chamber’s most important roles today. If several members encounter the same problem, the Chamber can identify it as a shared issue, gather concrete experiences, and initiate dialogue with the relevant institutions. Simply connecting companies is therefore no longer enough. Greater value lies in translating members’ day-to-day business experiences into concrete proposals that can simplify procedures and improve the overall business environment. Among the topics the Chamber has particularly emphasised in recent years are innovation, digitalisation, artificial intelligence, and sustainable business. To what extent can these areas become new pillars of economic cooperation between Serbia and Switzerland? They can, but only if we quickly move from talking about technology to focusing on what it can

itself and starts solving concrete business problems. Serbia has a strong foundation for this type of cooperation thanks to its technical and digital expertise, while Switzerland has a highly developed link between science, research, and industry. This is why the bilateral innovation programme comes at the right time, particularly if it leads to concrete solutions that can be applied in industry. The same applies to sustainability. Today, it directly influences decisions concerning raw materials, production, packaging, energy, and supplier selection. New European packaging regulations and increasingly stringent traceability requirements for certain agricultural raw materials are further accelerating this shift. When you manufacture in Serbia while operating across multiple markets, these requirements very quickly become part of everyday business decisions. This is why I would no longer view innovation and sustainability separately. Technology will increasingly become one way companies meet new standards, use resources more efficiently, and remain competitive. When you speak with Swiss companies considering entering the Serbian market, what do they see as its greatest advantages today, and what obstacles or aspects of the business environment does Serbia still need to address to attract more Swiss capital? An investment decision rarely depends on a single factor. Companies simultaneously assess the workforce, infrastructure, energy, logistics, suppliers and, above

all, whether they can plan their operations over the long term. Last year demonstrated just how quickly the investment climate can change. After record foreign investment inflows in 2024, 2025 saw a significant decline. Labour, energy, and transportation costs can be factored into a business plan, but uncertainty is much harder to account for. This is why stable rules and efficient procedures matter when companies consider investments intended to last for many years. Another key issue is the workforce. Serbia’s advantage based on lower labour costs is gradually diminishing, so for more sophisticated investments, it is becoming increasingly important whether companies can find the engineers, technicians, and digital specialists they need to support further growth. Serbia has strong technical expertise, industrial experience, and a favourable geographical position. I see the next step in ensuring even greater business predictability, simplifying procedures, advancing regulatory alignment, and developing the skills that companies will need in the years ahead. Based on Nestlé’s experience, what makes Serbia an attractive location for longterm investment, and what is needed to ensure that major international companies not only remain here, but continue to expand production and invest in new technologies and sustainability? When an international company enters a country for the first time, the decision is largely based on assessments and expectations. When, ten or twenty years later, it decides to make another significant investment in the same location, that decision is backed by concrete results. Within a large international organisation, investment decisions concerning a particular country are never automatic. Nestlé’s investments in Serbia were based on what its existing operations had demonstrated over the years, from workforce quality and supplier reliability to raw-material consistency and market-share management. This is why I would increasingly measure the success of investment policy not simply by the number of companies that have entered Serbia for the first time. A far more telling indicator is how many of them, after one or two decades, have chosen Serbia for their next major project.

MEDIA INTERVIEW

BRANDS GROW WHERE THE AUDIENCE A IS

by Dragan Nikolić

No Compromise on Editorial Freedom

BRANISLAV ŠOVLJANSKI News Director, N1 Srbija

s N1 faces mounting political and economic pressure, ownership changes, and new challenges to media freedom, Branislav Šovljanski, News Director of N1 Serbia, speaks about the fight for editorial independence, the channel’s future, and why its journalists have no intention of giving up. When you took over as head of the N1 newsroom, you said you were doing so at “a particularly delicate moment for society and independent media.” Several months later, would you say that moment has become even more delicate? How much room

is there really for professional and independent journalism in Serbia today, and to what extent is that space being systematically narrowed? The situation is even more delicate now, given that N1, along with the other media outlets in the ANN network, is going through an ownership transition at a time when elections have been called in Serbia. This creates incom-

accustomed to pressure and have been resisting it for the past 12 years. We will continue to do so. The space for professional journalism has been shrinking for years, and this is happening systematically. Journalists have a responsibility to fight for their profession and their freedom, but citizens also need to understand that without free journalism, society as a whole cannot be free.

WITHOUT FREE JOURNALISM, SOCIETY AS A WHOLE CANNOT BE FREE parably more difficult working conditions, but at N1 we are accustomed to operating in challenging circumstances. We are also

Pressure on independent media is no longer limited to attacks by politicians, tabloids, or campaigns targeting individual

journalists. We increasingly see media freedom affected by ownership, market forces, and content distribution. Has economic pressure today become a more effective way to control the media than traditional political censorship? Any uncertainty that forces you to wonder whether you will receive your salary is a form of economic pressure. It is also pressure when advertisers tell you, “We are not allowed to advertise with you.” The ideal situation is one in which the owner gives journalists editorial freedom while generating a certain profit from their work and the media product they create. However, the line separating management from editorial decision-making

www.diplomacyandcommerce.rs

Photo: Nebojša Babić

As Serbia enters an election campaign amid mounting political, economic and ownership pressures, N1 insists that its editorial independence remains non-negotiable.