The Media Council for Self-Regulation received a complaint from Nataša Pejaković on May 8. In her complaint, Ms. Pejaković states:
“I am addressing you regarding yesterday’s broadcasts on TV NOVA M related to the indictment for the cowardly murder of Lipovina and Pejaković, in which an unblurred image of our child was shown. For the first time in six months, I saw my only child in the condition he was in — which I experienced as being murdered a second time. I cannot recover from the shock, nor can the rest of the family.
I hereby ask you to take measures primarily concerning the data protection law. Secondly, to take measures to protect the affected families, referring to the humanity advocated in all public institutions and which we all refer to, from ordinary citizens to those in power.”
The Media Council for Self-Regulation contacted the editorial office of TV Nova M regarding this complaint. The statement, signed by the Executive Director of the media house, Vidra Milačić, reads:
“On May 7, 2025, our central news program broadcast information that the Higher State Prosecutor’s Office had filed an indictment against eight suspects for the murder of Petar Lipovina and Žarko Pejaković, which occurred in November 2024 at the Cetinje-Nikšić roundabout. This is a topic of unquestionable public interest for the citizens of Montenegro, considering all circumstances of the case, with the clear intention to inform the public about the consequences of socially unacceptable behavior.
Following the request for a statement, TV Nova M determined that the information included a cover image partially showing an unblurred part of the body of the murdered Žarko Pejaković, which is the subject of the complaint to the Media Council. TV Nova M strives to fully comply with the legal framework, ethical codes of the profession, and best comparative practices in its reporting.
Unfortunately, occasional operational-technical errors are an unavoidable part of working in a media environment; in this case, the incident occurred due to the speed of work, after TV Nova M licensed the video material from another television station, as TV Nova M did not report from the scene on that tragic day. TV Nova M and responsible colleagues sincerely regret the situation and emphasize that we are not a television station that sensationalizes any events, especially such sensitive ones. We believe this is evident from our conduct in other cases, so it is obvious that there was no intention to publish such content, nor was it noticed that a part of the victim’s body could incidentally be seen in the frame.
We apologize to the Pejaković family for the renewed pain caused by this unintentional oversight, and we will strive to prevent similar incidents in the future.”
The Media Council for Self-Regulation forwarded this statement to Nataša Pejaković, reminding her that TV Nova M is ready to issue a public apology for the mistake. Ms. Pejaković accepted this proposal, and on May 31, 2025, TV Nova M broadcast apologies in all news programs for the unintentional error.
Ranko Vujović
Executive Secretary
Media Council for Self-Regulation
