UNESCO gives high priority to strengthening the capacities of communication institutions, improving awareness about the necessity of freedom of expression, and raising awareness of the public on the utilization of available communication resources.

Particular attention is given to: training for media specialists, particularly women journalists, in developing countries; strengthening news agencies, public service broadcasting and community media in developing countries; assisting media in improving the quality of their local content by providing training, production and distribution opportunities; and training in media literacy for users, particularly women and youth.

Most media development projects work towards improving the quality of media output through training, increasing access to the media through the reinforcement of media facilities especially new technologies, and supporting ethical practices of journalism agreed upon by the media professionals themselves.

UNESCO works with all media in upgrading the technical skills of their staff and acquiring equipment which meets current technological standards. The importance of Public Service Broadcasting (PSB) must be stressed as it is made, financed and controlled by the public, for the public. It is neither commercial nor state-owned, and free from political interference and pressure from commercial forces. Through PSB, citizens are informed, educated and also entertained. When guaranteed with pluralism, programming diversity, editorial independence, appropriate funding, accountability and transparency, public service broadcasting can serve as a cornerstone of democracy.