LOCAL TELEVISION AS A BUSINESS: COMPARATIVE PERSPECTIVES OF COMMERCIAL TELEVISION STATIONS IN SERBIA/ЛОКАЛНA ТЕЛЕВИЗИЈА КАО БИЗНИС: КОМПАРАТИВНЕ ПЕРСПЕКТИВЕ КОМЕРЦИЈАЛНИХ ТЕЛЕВИЗИЈСКИХ СТАНИЦА У СРБИЈИ
Abstract
The aim of this paper is to examine in which way the following factors influence TV owners‟ strategies for the development of television as a business in the turbulent media market of Serbia: 1) the size of the news market and local media environment, 2) the response to technological changes, 3) economic status of the television outlet, and 4) clientelism. For the purpose of this case study, in-depth interviews were conducted with the owners of six local commercial TV stations located in different regions in Serbia. The results show that instead of developing professional resources for a highly competitive media environment, TV owners are fighting for bare survival. However, their strategies for the development of television as a business can be divided into two camps: one group expects the help of the state to overcome financial constraints, while the other seeks to develop e-business and web advertising as models of sustainable growth on the market.
Key words: local TV stations, commercial television, TV owners, business strategies, economic crisis.
Циљ овог рада је да испита на који начин следећи фактори утичу на страте- гије телевизијских власника да развијају телевизију као бизнис на турбулентном медијском тржишту у Србији: 1) величина медијског тржишта и локално медијско окружење, 2) одговор на технолошке промене, 3) економски статус теле- визије и 4) клијентелизам. За потребе студије случаја спроведени су дубински интервјуи са власницима шест локалних приватних телевизија у различитим ре- гионима Србије. Резултати показују да се власници локалних телевизија, уместо да развијају професионалне ресурсе за потребе високо компетитивног медијског окружења, боре за опстанак на тржишту. Њихове стратегије за развој телевизије као бизниса подељене су у две групе: једна група власника очекује помоћ држа- ве у превазилажењу финансијских потешкоћа, док друга група развија еле- ктронски бизнис и интернет оглашавање као моделе одрживог развоја и раста на тржишту.
Кључне речи: локалне ТВ станице, приватне телевизије, власници телевизија, бизнис стратегије, економска криза.
Keywords
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