Each community has its own press, broadcast and cable television channels, and FM radio stations. Characteristically, no more than 10 per cent of either community care to read the other's press - an arrangement that has existed since the Soviet years. High school reforms, naturalization-related problems, and other current political developments are widening the gap, whatever the media might do to bridge it.
Thus, the Atmoda (Revival), the Latvian Popular Front's principal press outlet, had a Russian-language version, the Baltiiskoye Vremya (Baltic Time), comprising translations from the Lettish. The Diena (Day), an influential daily close to official circles, also had a Russian-language version for several years. The free market and local social specifics eventually strangled both projects. Translated press stood no chance to win over readerships in the other ethnic and language community - mainly due to diametrically opposed points from which the Lettish- and Russian-language press regards the same events. That is not so much the matter of ethnic temperament as public preferences.
Indicatively, 61 per cent of Letts prefer weeklies, 58 per cent monthlies, and 57 per cent the regional press, while 67 per cent of Russian speakers regularly read weeklies, and 47 per cent dailies. Sociologists report negligible Latvian public interest in the Russian-published press despite an impressive choice of newspapers and magazines widely read in Russia. Possibly, that is due to Russian newspapers and magazines appearing on sale in Latvia a day or two after they come out, which means they offer stale news. Besides, they come up against competition from Latvian-based Russian-language newspapers, which contain a prompt and detailed coverage of Russian developments. On the other hand, public interest in Russian-based Internet sites is skyrocketing thanks to online information about Russia straight from Moscow.
Latvian-based Russian- and Lettish-language press widely differ from each other in their coverage of events in Russia. The former devote up to a half of foreign information space to everything that has to do with Russia, either directly or indirectly, and extensively comment on the entire range of developments in Russia. A friendly tone prevails, and Kremlin's every action meets wholehearted approval. Even criticism, when it comes, is balanced and constructive.
Lettish-language editions offer quite a different coverage, which bases on diametrically opposed principles.
The Lettish public mentality focuses on home developments. International events go second. Characteristically, European news reports have not come to the foreground even two years after Latvia joined the European Union. Reports from Brussels, Paris or Berlin, and comments on European Commission moves and resolutions will certainly stay outside domestic events for a long time, if not forever, though they have top priority in the world news. Information about U.S. foreign policies and domestic life also has high importance.
Russia comes third in the news order, though it is a powerful country and Latvia's neighbor. It makes front-page news only when an unsavory sensation occurs. Commentators cling to a pessimistic tone to reassure the Lettish reader that his/her country made the right choice quitting the Soviet Union 15 years ago, and sow doubts that its relations with Russia will ever improve.
The two communities similarly divide on the language principle when it comes to television audiences. Each has its own TV channels. Russian speakers saw a dramatic change when Russian-based television channels vanished from the air in Latvia with a ban in the mid-1990s. True, local television does not broadcast only in Lettish alone. National Channel Two and several private companies use Russian widely.
Scandinavian-funded television spares no efforts in a race for public leadership, and competes for Russian-speaking audiences. It established a cable channel more than a year ago to make Russian an only broadcasting language, its own programs interspersed with popular Russian-made shows and series.
All Lettish-language private companies also offer the latest Russian-made television programs, and frequently broadcast reruns of Russian and Soviet golden oldies.
Russian-speaking viewers had a bad shock as Latvia barred its air to the Russian television ten years ago. Cable TV developed rapidly in Riga and other major cities, and resolved the matter. Russian speakers have no access to Russian TV channels but can watch their international broadcasting branches, such as Baltic Channel One or RTR Planeta.
As national media researchers' latest opinion polls show, an average Latvian devotes 17 minutes out of a 182-minute daily total to Baltic Channel One, which ranks fourth on the public rating list, falling slightly behind Channel One of the Latvian public television. Russian speakers certainly pay greater attention to Baltic One, which transmits top Russian-made films and programs, and offers its own news updates and programs based on Latvian news.
The radio remains the most democratic of the media, and easiest to access. Here, sociologists highlight far smaller audience delimitation than is the case with television and the press. A station broadcasting in Russian has the largest audiences of all, says a weekly poll in Riga, where Letts make a mere 38 percent of the population.
Alexander Vasilyev is Baltic Forum Director, and member of the RIA Novosti Expert Council
