Black: That's why Edi Rama calls them ékazan media

Invited yesterday to a forum organised by the European University of Tirana with students and teachers of the Department of Communication, the director of the Klen” Television, Armand Shkullaku, has stopped at the evolution of traditional media, which has started an unstoppable decline since 2001, he stressed.

Turning once again to the focus of traditional media, he said that, media collapse and choice by the entertainment news audience are also due to fatigue.

We also speak and write, but are able to change reality. You believe a few years that a TV is right, suddenly turns left and vice versa. This interest market has depreciated both our word and our work”,- he said, while acknowledging there was an offer from “Top Channel” for leadership post and has refused, saying, the reason is the lack of a unified stance on the media.

I can hardly move because I don't believe that changing the media can increase your authority and credibility. I've got experiences in Kosovo's Klan and ? ABC.

Building something takes confidence; it takes confidence in yourself, the project, that takes time. You have to illustrate to the people you work with, you have to motivate them. To build something from the front, and after a year to be told, look at the “that Rama called me and we went back to where we were...

I've been trying this for 27 years. I've tried it. ABC, I tried to do something for 4-5 years, and he said he's okay like he's got <x0...

I've had a couple of times when I told uncle about it.

The year, which marked a major split from then on journalists- owners of another property profile, mainly from the business world.

These media were created because they needed the policy to use them. It was a time when a newspaper was equal to a tender, with a palace, etc. Everything became purchased.”, Shkullaku said, while adding that at the time it was not conceived as a profitable industry through what the media itself produced, but as an assistant for a larger business.

> The media as an industry damaged the media as credibility, which for a journalist is seen as the longest investment. This short media path and policy report, deformation of reality for certain purposes, or even the need for survival or dishonest warfare has led to the loss of credibility in the public

This very lack of confidence the public has from the media, according to Shkullaku was exploited by Prime Minister Rama since his attacks have labeled the latter <x0-media caszani”.

“Rama will equalise distrust and nearly the contempt the public has towards the political class in general with the loss of credibility towards the media. It uses the high cofficient of discontent to relate criticism against the government”.

According to journalist, this Rama attack on the media has started earlier:

On the road to Albania's long transition, most media chose the shortcut to survive. Getting into policy service.

No wonder in a country like Albania where much of the money comes from the state budget; tenders or public procurement”.

Policy involvement has led to loss of influence, because according to Shkullaku without authority, as a reliable voice in the world of information, you cannot influence.

Another phenomenon that highlighted was the loss of individualities at a time when many chronicties come ready from government communications offices or political parties.

Politics is in its right to PR, but it's our problem. No media in Europe today broadcasts fully the material available”.

What classical journalists have to do is strengthen themselves with the latest technology.