It was organized by the Media Program South East Europe of the German Konrad-Adenauer-Stiftung (KAS), the Vienna-based South East Europe Media Organisation (SEEMO) and the Trieste-based Central European Initiative (CEI).

The conference was officially inaugurated by Montenegro’s president Filip Vujanovic, who praised the forum by saying that it ”contributes to advance the freedom of expression, which is a priority in SEE countries”.

Traditionally, the SEEMF begins with a panel discussion about the media situation in the host country, which was attended by the editors-in-chief and directors of most influential Montenegrin media outlets. The lively discussion presented the highly polarized conflict between on one side the so called “government friendly” media and on the other side the influential private, anti-government media.

The conference brought together traditional journalists, editors, media owners, online platform creators, bloggers and experts on media innovation strategies, social networks and digital media solutions in order to discuss the future and development of the so called 4th power and the challenges between traditional and new media in the region. The panel discussions concentrated on social media and blogging, digital games as a new way of presenting the news, as well as the use of new media to combat corruption.

As a conclusion the participants agreed that new, social media and blogging cannot substitute traditional professional journalism, but as Christian Spahr, director of the KAS Media Program, said in his keynote: "It is meaningful that the South East Europe Media Forum focuses on the contribution of the Web to a pluralistic media landscape. It must be our common aim to support independent online media who can fill gaps in the free supply of information."

SEEMF aims to promote exchanges and networking among media executives and leading journalists in South East and Central Europe. Previous SEEMF events took place in Zagreb (2007), Sofia (2008), Tirana (2009), Budapest (2010) and Belgrade (2011).