During the Milan Cortina Winter Olympics ice hockey tournament, the Estonian public broadcaster ERR made an interesting choice in its coverage. While the games were provided with commentary in Estonian on their Russian-speaking channel ETV+, a notification in the Russian language, translating to "live broadcast", appeared in the upper right corner of the screen. This decision has sparked discussions about national identity and the implications of broadcasting in a context closely related to geopolitical tensions.

The inclusion of the Russian notification raises questions about the balance broadcasters must maintain between serving their audience's language preferences and navigating the complex political landscape surrounding Estonia's relationship with Russia. Given Estonia's historical experiences and ongoing security concerns regarding its neighbor, such a move could be seen as controversial, eliciting mixed reactions from viewers. Some may appreciate the accessibility of the broadcasts for Russian speakers, while others might perceive it as an unwelcome gesture towards an aggressor nation.

This situation highlights the broader challenges faced by media outlets in the Baltic states, where the influences of Russian media are still prevalent, and discussions about language and identity are often linked to historical interpretations. As Estonia continues to grapple with its post-Soviet identity, the decision by ERR to broadcast in this manner could serve as a case study on how media can navigate cultural sensitivities while catering to its audience.