Development of the Television Market

Hrvatska polako kreće u televizijski pluralizam, čemu je uzrok i skučeno medijsko tržište. Stvaranje željenog stabilnog javnog i privatnog radiodifuznog sustava, događa se u uvjetima u kojima je Hrvatska televizija uvelike najdominantniji medij s obzirom na to da, prema nekim procjenama, zauzima oko 80% ukupnih ulaganja u reklamiranje, a svi ostali hrvatski mediji 20%. Osim toga, ona je u gotovo istom postotku, glavni izvor informiranja odraslih hrvatskih građana. Prijašnja desetogodišnja autoritarna vlast tumačila je da je u nacionalnom interesu da publika ostane što je moguće brojnija i nefragmentirana. Sadašnja vlast nalazi se pred izazovom nove medijske strategije, koja ne smije zanemariti važnost digitalizacije i stvaranja kabelske mreže u formiranju hrvatskog medijskog tržišta.Croatia is slow in moving towards television pluralism, owing, among other things, to the constrained size of the domestic market. The development of a stable public and private broadcasting system is taking place in a situation in which Croatian Television is by far the most dominant medium. According to some estimates, it receives about 80 per cent of the total advertising budgets, with all the rest of the Croatian media taking only 20 per cent. Also, Croatian Television is the main source of information for adult Croats in 80 per cent of the cases. The former authoritarian government held that it was in the national interest to keep the public numerically as large as possible, and unfragmented. The present government faces the challenge of a new media strategy, which should not ignore the importance of digitization and the creation of a cable network for the formation of a Croatian media market