To the concern of some media experts, three of four broadcasters with national frequencies in Montenegro are controlled by Serbian media groups. To sum up and paint this three-headed monster that hovers over Montenegrin colleagues: the scarcity of quality professional media workers, the malignant influence of larger political centres, and the information backwardness of mainstream professionals mean that various low-quality media content spreads its influence faster. This UNESCO project, supported by the European Union (EU), is aimed at fostering media ethics, rights-based regulation of digital platforms and online media, as well as adopting Media and Information Literacy (MIL) policies and integrating them into formal education.