INTERNET TELEVISION AS A BUSINESS OPPORTUNITY

V diplomski nalogi se ukvarjamo s pestrim prepletanjem sodobnih tehnologij in medijev, ki omogočajo izgradnjo in uporabo spletne televizije. Ukvarjamo se s televizijo kot ekonomskim subjektom. Prikazujemo razprave okrog pojma spletna televizija, se seznanjamo z osnovnimi značilnostmi spletne televizije, spletnega videa in pretočnosti videa. Ugotavljamo, da interaktivnost prinaša širok spekter gledanja ponujenih vsebin, ki je drugačen od klasične televizije. Menimo, da prav te oblike dostopanja do informacij prinašajo distributerju bogate možnosti trženja. Pogledali smo, kako deluje tradicionalna televizija na ekonomskem trgu. Lotili smo se podrobnega pregleda priložnosti, ki jih ponuja televizija socialnih omrežij. Teoretska izhodišča konkretiziramo s študijo primera spletne televizije Festivala Lent. V nalogi povezujemo teoretska znanja in izhodišča z izkušnjo oblikovanja in izpeljave spletne televizije. V zaključku razmišljamo o razvoju spletne televizije v prihodnje in podajamo možnosti za čim boljše trženje.All this thesis offers a closer look at a rich intertwining of modern technology and media, which are both essential parts of putting together web television. Television is examined as an economical entity. Different discussions regarding concepts of web television, web video and streaming of video are being observed. We find that interactivity brings a wide range of offered content that is different from the classic television. We believe that it is precisely these forms of access to information that offer the distributor of content rich marketing opportunities. We looked at how traditional television works in the economic market. We began a detailed review of the opportunities offered by the television of social networks. In the thesis, we are connecting theoretical knowledge and experience with the platform design and derivation of web television. In conclusion, we think about the development of web television in the future and give opportunities to optimize marketing