ENSURING COMPETITIVENESS OF COMMERCIAL RADIO STATIONS

Pričujoče delo najprej prikaže razvoj radiodifuzije v svetu in na Slovenskem. V tretjem poglavju je predstavljen radijski program, tako v vsebinskem kot v izvedbenem pogledu. Predstavljene so tehnike radijskega podajanja informacij, ustvarjalci radijskega programa, radijski stil in ne nazadnje značilnosti radijskega oglaševanja ter prednosti in slabosti le-tega. V nalogi so nato opisani zakoni in pravilniki, s katerimi država ureja področje radiodifuzije. Sledi delitev slovenskih radijskih postaj in podrobnejša predstavitev komercialnih radijskih postaj. Naloga nato preide na analizo. Predstavljeni sta obe najbolj poslušani komercialni radijski postaji v Mariboru – Radio City in Radio Center – ter primerjava med njima. Sledi analiza rezultatov anketnega vprašalnika, ki je bil razdeljen med 160 prebivalcev Maribora in okolice.The thesis shows the development of broadcasting in the world and in Slovenia. The third chapter presents the content and implementation of radio broadcasting. It presents the techniques of providing information, the creators of radio programmes, radio style, the characteristics of radio advertising as well as the pros and cons of it. The thesis also describes the laws and regulations which regulate the field of broadcasting. What follows is a division of Slovenian radio stations and a detailed presentation of commercial radio stations The analysis presents two most popular commercial radio stations in Maribor - Radio City and Radio Center - and makes a comparison between them. It is followed by the analysis of the results of a questionnaire which was distributed among 160 inhabitants of Maribor and its surroundings