Mass media influence the way facts are viewed and debated in a society. Independence and pluralism in media, public opinion and views— including criticism of people in power— are the safeguards of a healthy democracy. Monitoring and ensuring ownership pluralism is the first step toward independence and freedom of choice.

How can people evaluate the reliability of information if they don't know who provides it? How can journalists work properly if they don't know who controls the company they work for? And how can media authorities address excessive media concentration if they don't know who is behind the media's steering wheel?

Ownership structure may also affect the way the media industry manages its resources. It shapes the economic strength and efficiency of the media sector, which is of particular interest to potential investors.

The Media Ownership Monitor found that in the Albanian market audience and revenues remain highly concentrated in the hands of a few, family owned groups, which dominate the media market.

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