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(Bloomberg) — Eastern Europe’s richest family is under attack from Slovakian Prime Minister Robert Fico as he tries to control the nation’s media.

TV Markiza, a popular broadcaster controlled by billionaire Renata Kellnerova’s PPF Group conglomerate, has been on the receiving end of Fico’s vitriol over critical coverage. The station was among outlets the premier called “hostile,” threatening to cut off state advertising revenue.

“Instead of journalism, they do politics,” Fico said weeks after taking the job of several media groups, including TV Markiza. “They’d rather poison us with rat poison in our coffee.”

The attacks coincide with an effort by Fico’s coalition to effectively bring public television and radio under government control, borrowing from the playbook of Hungarian nationalist leader Viktor Orban. Slovakia’s prime minister has drawn scrutiny from Brussels since he returned to office last October on a campaign challenging European Union aid to Ukraine. His decision to overhaul the criminal code and abandon the special prosecutor’s office sparked public protests.

The conflict has pushed PPF, which also has business on Slovakia’s toll road and public transport, into Fico’s media wars, with independent outlets facing increasing pressure from the government.

Media control has become a central issue in Saturday’s presidential election. The contest will determine whether Fico can tighten his grip on power with an ally as head of state – or whether a pro-EU candidate will act as a check on his agenda.

Presidential Race

Opinion polls show that former Foreign Minister Ivan Korcok, the prime minister’s critic, has closed the gap with Fico’s coalition partner, Peter Pellegrini, before the run-off. While Pellegrini plays down public concern about the fate of Slovakia’s public media, Korcok opposes the government’s plans.

Slovakia’s president traditionally has a largely ceremonial role, but in the confrontational atmosphere following Fico’s election victory last year, the head of state’s power to veto legislation and appoint government officials such as judges and central bankers could be a critical limitation on the prime minister’s power. .

While TV Markiza is a private company, the turmoil could have an impact on its flagship evening news programme, which regularly attracts half a million viewers in the nation of 5.4 million — often seen as a surrogate for the public broadcaster.

News staff have already accused the station of taking a softer line in government coverage. In an internal letter published by the local media, reporters and editors accused news managers of trying to interfere with critical reporting and promoting a more positive portrayal of government officials.

Central European Media Enterprises, PPF’s media unit, said a review by its editorial board concluded that TV Markiza adheres to the principles of objectivity, impartiality and factual accuracy. “CME is firmly committed to the best standards of journalism across all the markets in which it operates,” editorial board member Hans Mahr said in a statement.

The targeting of Markiza TV has sparked a public appeal – attracting the support of thousands of citizens, a former prime minister, diplomats and other prominent figures – urging the Kellner family to stand firm against what they call an attack on standards democratic.

In an open letter, Fico’s opponents say the government is threatening to withdraw state-funded advertising from Markiza – and that its critical news coverage could also pose risks to other PPF businesses in Slovakia. In addition to its media activities, PPF operates the Slovak road toll system through its SkyToll unit. It also owns Skoda Transportation, which supplies public transport vehicles.

Read more: Eastern Europe’s Richest Woman Pivots Her Western Empire

Although PPF has not responded to Fico’s threats, he insisted that the independence of TV Markiza is in line with the payments of other media under CME.

“Media freedom is the cornerstone of impartial, unbiased and factual news coverage,” PPF spokesman Leos Rousek said in a statement.

(Updates with comments from CME in 11th paragraph.)

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