The Order “On Deepening Reforms in the Field of Media in the Republic of Azerbaijan,” signed by President Ilham Aliyev on January 12, 2021, laid the foundation for a new stage in the development of the country's media and established the Media Development Agency of the Republic of Azerbaijan. Ahmad Ismayilov, Executive Director of the Media Development Agency, answered questions from AZERTAC regarding the Agency's activities over the past five years, the progress of media reforms in the country, and the tasks ahead.

– Mr. Ismayilov, looking back at the five-year activity of the Media Development Agency, which points would you like to highlight?

– Looking back at the five-year stage of media reforms implemented in Azerbaijan, we can confidently say that systematic steps have been taken toward fulfilling each of the assigned tasks. Practical results have been achieved in terms of modernizing the country's media ecosystem and adapting it to new trends. Key factors constituting the essence of these reforms include supporting media development, increasing professionalism, stimulating digitalization, and simultaneously raising public trust in the media.

At the core of these achievements lies the state’s strategic approach to information policy and the President's constant support for media activities—both in providing information to society and in exercising public oversight. This is of exceptional importance in the process of implementing concrete, result-oriented reforms more confidently. At the same time, the conceptual approach and solidarity of our society and the media community, who understand the importance of the trend toward a healthier and more modern media, serve as an indicator of the attitude toward the work done over these years.

It is well known that by signing the Decree “On Deepening Reforms in the Field of Media in the Republic of Azerbaijan” shortly after our glorious victory in the 44-day Patriotic War, the President demonstrated the state’s sensitive approach to improving the provision of information to society. The innovations implemented following the Decree have boosted the application of innovative approaches and principles defined by the global information environment—such as modernization, rationality, wide application of advanced technologies, and following leading trends. These create conditions for stimulating Azerbaijani media activities based on the principles of transparency and citizen satisfaction, serving to inform society objectively and professionally.

Stimulating the application of new information and communication technologies and innovations in the media field, organizing projects of public interest for citizens and society, and coordinating the activities of state bodies, local self-government bodies, and legal and physical entities in the relevant field have been among the main priorities of the Media Development Agency.

Global digitalization processes have led to the formation of a new and dynamic media environment worldwide. To ensure the national media space develops in line with modern trends and that media messages reach both domestic and foreign audiences promptly and fully, the reforms implemented in the local media space essentially include measures aimed at updating the organizational, legal, and economic foundations of activities in this field, as well as more sophisticated regulation of issues such as obtaining, preparing, transmitting, producing, and broadcasting mass information.

– The Law “On Media,” a core component of media reforms, is assessed as a new stage and opportunity for the development of Azerbaijani media. Generally, what can you say about the goals for the near future alongside the results achieved during the reforms?

– The Law “On Media,” which functions as a “roadmap” for the media reforms implemented in Azerbaijan, has proven its practical importance in cleaning and protecting the country's information environment over the past period. We would like to remind you that before the Law was submitted to Parliament as a draft, it was presented to leading media entities and discussed with the participation of hundreds of journalists, media representatives, and experts. Public discussions of the Law were also organized multiple times at the parliamentary level. Many experts rightly evaluated the Law “On Media” as a legal act that generated great public interest and was widely discussed, second only to the Law on the State Budget. The purpose of the Law “On Media” is to ensure the security of our country’s information space, stimulate the development of local media, create a healthier information environment, increase competitiveness, and raise the prestige of the journalism profession. After the Law entered into force, the implementation of the “Rules for Maintaining the Media Registry” was ensured, and the legal regulation of systematizing information regarding media entities and journalists was carried out.

Notably, on February 8, 2022 – the same day he approved the Law—the President signed a Decree providing for the inclusion of journalists in the list of persons entitled to use preferential mortgage loans. By placing journalists, who perform the honorable profession of providing society with objective and impartial information, on the same level as other valuable professionals, this step became a clear example of the state's high attention and care for journalistic labor.

As you know, starting from this year, the period of exemption from income (profit) tax for the revenues media entities obtain from their activities has been extended. These economic concessions for the media began to be applied on January 1, 2023. Looking at the content of the state's decisions in the media field, we see that strengthening the economic sustainability of Azerbaijani media remains a priority. Developing a media that is independent, strong, capable of operating at the level of modern requirements, committed to traditions of statehood, and guided by the national interests of our people has always been in focus.

The Media Development Agency has also built its work around strengthening the economic independence of media entities, forming a new economic model in the relevant field, and stimulating the application of new information and communication technologies and innovations. We would like to emphasize that continuing this fundamental approach of media reforms remains one of our priority targets.

– Over the past five years, the Agency has ensured the sustainability of steps taken toward increasing journalist professionalism, as well as the implementation of media support projects. Will this direction remain a priority for the next stage?

– The strength of Azerbaijani media and its ability to provide the public with high-quality information is directly linked to both factors you mentioned: increasing journalist professionalism and strengthening media entities. In this regard, this line of action will maintain its relevance in the future. Our country systematically faces disinformation threats; in the modern era, the intensity of efforts aimed at polluting our information environment has increased compared to previous years. As Mr. President has emphasized, as Azerbaijan’s reputation grows and it takes its rightful place on the international stage, certain smear campaigns against it also gain momentum. Azerbaijani media should not consider its job done simply by informing the domestic audience; it also bears the vital mission of responding to disinformation threats and communicating the truths about our country to the world. Viewed from this context, we consider increasing the competitiveness of media entities and the further professionalization of our journalists to be crucial factors.

In accordance with its Charter, the Agency implements media support projects in several directions, such as executing development programs with the participation of local and international experts to promote high-quality journalism, strengthening personnel potential, expanding employment opportunities, and creating a favorable environment for regional media. To improve the knowledge and skills of media representatives, various events and development programs are conducted throughout the year.

Within the framework of the Media Development Agency's successful partnership with ADA University, nearly 250 media representatives participated in trainings last year alone. With local and foreign experts serving as trainers, sessions covered topics such as: History of the Azerbaijani Press, Media Ethics, Forming Narratives: Effectiveness in Strategic Communication and Public Relations, Data Journalism, Media, Myths, and Misconceptions: How to Use AI Effectively in Media, Application of AI in Media, Storytelling: New Narratives and Current Trends in Modern Publicism.

Last year, through the joint cooperation of the Media Development Agency and Euronews, one of Europe’s leading news networks, the "Euronews Academy" began operating in Azerbaijan. It offers high-quality training programs aimed at creating high-demand content in a constantly changing media environment and understanding new media techniques adapted to reader habits. This international educational platform implemented training programs consisting of three modules on "Digital Journalism" and "TV and Live Journalism" for media representatives and students specializing in journalism and communications.

It is worth noting that there is virtually no media entity in Azerbaijan that has been left out of the Agency’s training programs over these five years. Increasing statistical indicators give us reason to say that the professional development of journalists is continuous, and the acquisition of new skills will continue. Furthermore, it has become a tradition to conduct training for specialists to effectively develop communication strategies for state bodies, improve the work of press services, and implement public information mechanisms during potential crisis situations.

– Support projects for media entities are now taking on a new character. What can you tell us about this?

– I would like to remind you that the Agency organizes competitions to support the activities of media entities, referencing the principles of the "Concept of State Support for the Development of Mass Media in the Republic of Azerbaijan." The goal is to strengthen the economic independence of media entities and ensure the implementation of projects significant to the state and society.

State support mechanisms are constantly being refined to meet the requirements of the era. While previously only social networks were seen as competitors to professional journalism, the current development of IT—specifically the widespread use of AI-based content—requires a more agile approach. Media, in turn, must utilize the provided support to keep pace with modern trends.

For the second year now, we have been organizing competitions for the production and broadcasting of audiovisual products based on state orders in collaboration with the Audiovisual Council. Our target is to encourage the production of audience-oriented content tailored to specific target groups. Increasing the competitiveness of educational materials and stimulating content diversity are set as top priorities. We aim to increase the volume of informative and socially valuable materials while encouraging television channels toward innovative, multi-format, and creativity-based content.

– Mr. Ismayilov, one of the new media trends formed in recent years, not only domestically but also internationally, is the media forums held in Shusha. We would like to hear your thoughts on this.

– The personal participation of President Ilham Aliyev in the Shusha Global Media Forums, which have evolved into a "think tank" for journalists worldwide, and his answering of numerous questions from media representatives, is not only a significant event for conveying our country's voice of truth to the world but also an exceptional manifestation of care for the media. To analyze trends in the new media environment and expand international cooperation, the "New Media in the Era of the 4th Industrial Revolution" Shusha Global Media Forum was held on July 22–24, 2023. It consisted of four panel sessions where world-renowned media leaders and experts discussed global issues in media and ICT. Following this, on July 20–22, 2024, the 2nd Shusha Global Media Forum was organized under the theme "Unmasking False Narratives: Confronting Disinformation." The main goal was to discuss the global media agenda and create a platform for joint action against disinformation—one of the primary threats to global stability. This forum included sessions on AI’s impact on reality, media literacy, and a meeting of the Alliance of Turkic News Agencies (ATNA). Cooperation agreements were signed between AZERTAC and four foreign agencies: APS (Algeria), APS (Senegal), APP (Pakistan), and MTI (Hungary). Most recently, on July 19–21, 2025, the 3rd Shusha Global Media Forum was held under the theme "Digital Pathways: Strengthening Information and Media Resilience in the Age of AI." Discussions focused on the risks and opportunities AI creates in information production, the role of media literacy in preventing disinformation, and how social media evolution affects public trust. During this forum, strategic media partnerships were reached between the "AnewZ" channel and China’s CCTV+, as well as the Television and Radio Complex of the President of the Republic of Kazakhstan. A Memorandum of Understanding was also signed between AZERTAC and the National News Agency of Uzbekistan (UZA). I would like to emphasize that interest in these forums is growing every year. This plays a crucial role in ensuring the sustainability of the media landscape and delivering Azerbaijani truths to the global community.

– Speaking of the media forums held in Shusha, it would be interesting to hear your views on the international relations of the media.

– The dynamic impact of the Shusha Global Media Forums is manifesting itself in the strengthening of our international relations. In November of last year, for the first time, the D-8 Media Forum was held under the theme “Fostering Dialogue, Collaboration, and Regional Cohesion.” It was attended by heads of agencies responsible for media, leading media entities, high-ranking representatives, and renowned experts from member states of the D-8 Organization for Economic Cooperation. To discuss improving information exchange at regional and international levels, strengthening media cooperation, forming joint mechanisms to combat disinformation, and promoting joint projects in digital media, the forum featured two panel sessions: “Responsible Journalism and Digital Innovation” and “Strategic Communication and Crisis Management,” as well as a workshop titled “Media Ethics in a Digitalizing World: Technologies, Trends, and Narratives.” Within the framework of the D-8 Media Forum, which included foreign delegates from eight countries and the Organization’s Secretariat, a presentation on the D-8 Media Center of Excellence was delivered, and the Baku Declaration on joint development and cooperation in the media field was signed among member states.

On November 27-28, 2025, the 7th meeting of ministers and high-level officials in charge of media and information of the Organization of Turkic States (OTS) and the 12th meeting of the Organization’s Working Group on Media and Information were held. Simultaneously, the OTS Media Forum was organized, consisting of two panel sessions: “Resilient and preventive steps against growing global information threats: Media ecosystem of Turkic states” and “Opportunities for cooperation in the digital media environment among Turkic states.” During the forum, a representative of the WUF13 Azerbaijan Operating Company also gave a presentation on “Media Opportunities within the Thirteenth Session of the World Urban Forum (WUF13).”

On December 5 of last year, the Azerbaijan-Georgia Media Forum was held under the theme “The Role of Media in Forming Public Trust and Information Security” to strengthen bilateral cooperation. It featured two panel sessions: “Strengthening the Media Ecosystem to Ensure Information Security” and “Joint Cooperation in Increasing the Professionalism of Journalists and Media Literacy of Society.”

– One of the important innovations brought by media reforms is media literacy, the further development of public thinking in this direction, and the strengthening of awareness measures. Mr. Ismayilov, why is media literacy so important for any society?

– Forming a healthy media environment under conditions of digital transformation, reducing disinformation risks, and strengthening media literacy in society have been priority directions for the Agency. To this end, systematic and multifaceted measures are being taken. For the third consecutive year, we have organized “Media Literacy” Week every December to develop public mindset, ensure information security, strengthen the fight against disinformation, and increase the effectiveness of measures in this field, including coordination and expanding cooperation among various parties. As part of the preparations for the week, the Agency implements a series of events aimed at forming a responsible position among youth living in the regions, increasing their knowledge and skills in determining the reliability of information, and strengthening solidarity against disinformation. For example, last year alone, TOT (Training of Trainers) seminars were organized for teachers in 12 general and secondary education institutions in Baku (including 2 pilots), and in November-December, those teachers conducted awareness sessions and open lessons. To expand the regional scope of media literacy activities and increase attention to this field, a series of events were held in the Nakhchivan Autonomous Republic as part of “Media Literacy” Week. Since media literacy is a skill at the heart of social, cultural, and economic activities in a broad sense, this year’s Week was organized in partnership with 13 entities, including government agencies, private companies, and academic institutions, to promote cross-sectoral cooperation. To study international experience and exchange knowledge, guests from Türkiye, Uzbekistan, Kazakhstan, Hungary, Pakistan, and Albania visited our country. With the participation of these foreign experts, trainings were organized for youth on “Characteristics of Manipulation: Media Content in the Context of Artificial Intelligence” and “Digital Hygiene and Online Safety: Protecting Personal Data, Accounts, and Reputation in the Digital Environment.” For the first time, an intellectual game was held with the participation of hundreds of young people as part of various awareness measures promoting non-formal learning. Increasing media literacy directly affects every individual’s critical and responsible approach to information production and consumption, the development of a healthy media environment, and the provision of information security. At the same time, media literacy plays an important role in combating false and misleading information that delays the sustainable development of society.

– Mr. Ismayilov, the past year was marked by significant events for the Azerbaijani media, which celebrated its 150th anniversary. What can you say about future prospects?

– Last year, the anniversary celebrations of the national press were serial in nature and observed at a high level. The President awarded state honors to journalists. Additionally, the establishment of the jubilee medal “150 Years of the Azerbaijan National Press (1875-2025)” is seen as a manifestation of the state’s sensitive approach to the development of national journalism. Immediately following President Ilham Aliyev’s call at the 80th anniversary of ANAS (Azerbaijan National Academy of Sciences), where he described journalists as professionals bearing special responsibility for the literary language—on November 7, 2025, a conference titled “Correct Application of the Norms of the Azerbaijani Literary Language in the Media” was organized by the Media Development Agency and the Azerbaijan Press Council. The goal was to promote the fluent and correct use of the Azerbaijani language in the media, develop language culture, and raise speech standards. Practical conclusions were drawn from the panels titled “Status of Adherence to Literary Language Norms and Speech Culture in Television and Radio” and “Rules for Using the Azerbaijani Language in Print and Online Media: Problems and Solutions.” The head of state spoke again about protecting our mother tongue in a recent interview with local TV channels. The correct use of the Azerbaijani language in the media defines the responsibility of journalists, and as an Agency, we must further increase our efforts in this direction.

As mentioned, the fight against disinformation will always remain a priority for Azerbaijan. In her speech at the conference “Youth at the Forefront of Climate Action” in the Green Zone during COP29, First Vice-President Mehriban Aliyeva emphasized the clear hypocrisy and double standards regarding the international environmental agenda, stating: “As the host country of COP29, Azerbaijan has faced a wave of unfair attacks, false narratives, and double standards based on considerations far removed from environmental issues.” It would be naive to say that such double standards have ended; therefore, the Azerbaijani media must remain principled against instances of polluting our country’s information environment. In short, principles such as modernization, becoming stronger in information competition, and delivering the rightful voice of our country to the world at a high level will remain the main targets of deepening media reforms.