Estonian media landscape changed radically together with Estonian society as a whole during the years of political breakthrough in 1987-1991, the years of constituting a new political, economic and social order in 1991-1995, and the economic stabilisation in 1995-2000 (see Hoyer, Lauk & Vihalemm, 1993; Lauristin & Vihalemm, 2002). However, changes in media system and media use continued also over the first decade of the new century due to the continuing societal transformation and rapid development of information and communication technologies.