In most people’s imagination, international radio broadcasts aim to shape the opinions of the people and leaders of another country. In plain English: A propaganda tool governments use on behalf of the societies they represent. Even in countries where international radio is organically separate and independent from the government, its funding often comes from the state budget.
This broad definition applies to familiar names such as the BBC World Service, NHK World, China Radio International, Radio France International, ABC Radio Australia, Radio Free Asia, and Radio Free Europe/Radio Liberty (RFE/RL).
Beyond international radio
These well-known broadcasters are only part of what international broadcasting is today. In a globalized post-Cold War world, changing patterns in geopolitics and power redefined the missions of many international broadcasters, particularly in Europe: the perceived usefulness of international broadcasting as an influence operation declined in parallel with the steady contraction of military spending as a percentage of GDP since the 1960s.
Some international broadcasters chose to focus on their national diasporas, replacing the propaganda purpose with the willingness to maintain links between those living abroad and their home country. Examples include Radio Tirana in Albania, Radio Bulgaria or The Voice of Greece.
In other cases, international radio broadcasts began to target foreigners living in the broadcaster’s country. This group includes mainly migrants, tourists, diplomats, expatriates and international students. This is the audience for Radio Sweden, REKA in Israel, or Radio Tunis Chaîne Internationale in Tunisia.
Some international radio stations stopped broadcasting and became digital-only services. This was the case for Radio Canada International and Swiss Radio International, now known as Swissinfo. Even Radio Netherlands Worldwide became a media development agency. Finally, some international broadcasters were simply closed down. This was the case with Italy’s Rai Internazionale Radio, Radio Moldova International and Belgium’s Radio Vlaanderen Internationaal.
Geopolitics comes back
In Europe, the fall of the Berlin Wall shifted the focus from international geopolitics to (re)building a united Europe. The Russian invasion of Ukraine in 2022 changed this mindset, especially on the continent’s eastern flank. European governments’ main narrative shifted toward concepts such as sovereignty and resilience.
In practice, this has reinforced the trend of increasing military spending built up over the previous decade.
Besides, the U.S. disengagement from its traditional European ties following Donald Trump’s inauguration as president in early 2025 points to a rise in military spending. Europe is also showing its willingness to have a stronger voice in the world.
Both elements converge in international broadcasting.
A scenario for RFE/RL
This leads to RFE/RL, part of the U.S. Agency for Global Media (USAGM). RFE/RL is part of European history — a voice of freedom and democracy targeting Europeans living in former communist countries.
Today, its mission remains “to promote democratic values by providing accurate, uncensored news and open debate in countries where a free press is threatened and disinformation is pervasive.” This is no longer a priority for the U.S., whose government is in the process of dismantling the USAGM.
While this decision remains regrettable from a European perspective, it also presents an opportunity for Europe to take over and bring its own voice to other parts of the world. In fact, this may be the best scenario for RFE/RL: to become the Voice of Europe in the years to come.
The operation makes strategic sense, as the broadcaster has valuable assets: talent and programs, a well-known and trusted brand, modern headquarters in Prague, and a weekly audience of nearly 50 million people. RFE/RL has an annual budget of USD$142 million — about €125 million. If it were managed by a European Union agency — directly by the E.U. or indirectly through a third party via a public tender — this cost would be a small line in the E.U.’s annual spending (€239 billion in 2023).
Alternatively, it could be taken over by a consortium of international public broadcasters. RFE/RL’s mission fits well with the BBC World Service, Deutsche Welle, Radio France Internationale and many other international services operating in Central and Eastern Europe, including Radio Prague International. They would certainly need additional public funding to acquire and run RFE/RL.
Of course, this assumes that the U.S. government would prefer to sell the broadcaster rather than dismantle it, which might be an attractive proposition for a transactional president like Trump.
Otherwise, RFE/RL provides a blueprint for an E.U. international media policy that Brussels may see as more necessary than ever, notably if it is linked to its new geopolitical ambitions. International radio could play a central role in this.
The author is a co-founder and research director at South 180.
This article originally appeared in the May/June 2025 edition of RedTech Magazine.
