What is so special about small media systems? The following article touches upon their structural peculiarities, arguing that the small states perspective in communication science is not limited to Western Europe: small production and sales markets, dependence on and the high penetration with foreign media make the operation of domestic media organizations in small states more difficult. In some countries, this problem is intensified by giant next-door neighbours sharing the same language. The main claim of this article is that size has an impact on media regulation as well. It is suggested that small states, in order to protect and promote media diversity, are inclined to an interventionist approach of media regulation. They may even revert to protectionist measures undermining the goal of media diversity.