Pregledni rad
The Europen Market and the Need for Economic Success of Public Broadcasters
Suzana Žilić Fišer
Sažetak
Broadcasting is becoming important actor in the free market. In changed circumstances, the characteristics of public service TV that had formerly been very strict and non-commercial now changed. While it seems that commercial networks and PSB behave as two extremely different models in society, similar principles in their functioning are narrowing the gap between them. It is a fact that the role and position of television as an institution in our society which is changing. Commercialisation is the most common trend in all PSBs in Europe. Public and commercial broadcasters are striving for the same aims. In the paper I would like to explain the need for new Broadcasting model in Europe. Additionally, the hybrid model of broadcasting would be discussed as one
of the possible options in the broadcasting future in Europe. The main research method would be the literature review and the extensive case study of the broadcasting model. The main regulatory framework and the main historical circumstances in Europe would be analysed as well. The result according to the case
study could give answers to the above question, if is possible to realise the economic success at the same time when fulfilling the public remit. The results will help to suggest the relevant approaches to broadcasting management in Europe, where the new regulatory framework takes account of the economic incentives of all the broadcasters and the changes in technological development. The commercial activities of public broadcasters are the only reply to aggressive market demands. It is evident that changes in the media environment will significantly change the PSB and commercial broadcasters from their current status. One possible solution can be seen in new management approaches which shape a new hybrid model of PSB, where a media institution can succeed in satisfying the cultural and economic dimensions of a society simultaneously.
Ključne riječi
broadcaster; public service brodcasting; commercial; public media; regulation; channel
Hrčak ID:
22987
URI
Datum izdavanja:
1.12.2006.
Posjeta: 1.278 *