Štefan Luby, Ivan Chodák, Martina Lubyová: INNOVATION AND TECHNOLOGY TRANSFER BARRIERS Peter Kravcak: TV MARKET AND TELEVIEWERS IN SLOVAKIA IN SLOVAKIA AND OTHER NEW EU MEMBER STATES Media, Culture and Public Relations, 10, 2019, 2, 147-155 147 Media, Culture and Public Relations, 10, 2019, 2, 140-146 First published in Informatologia, Vol. 45 No. 4, 2012.
INFO-146 UDK: 659.3:621.397:007 INOVACIJE I PREPREKE U TRANSFERU TEHNOLOGIJE U NOVIM ČLA- Primljeno / Received: 2012-03-14 Preliminary Communication /Prethodno priopćenje
NICAMA EU, POSEBNO U SLOVAČKOJ 10.32914/mcpr.10.2.4
Štefan Luby, Ivan Chodák, Martina Lubyová TV MARKET AND TELEVIEWERS IN SLOVAKIA Institute for Forecasting, Slovak Academy of Sciences, Centre of Excellence CESTA (Centre for Strategic Analysis), Bratislava, Slovak Republic Peter Kravcak Sažetak Catholic University in Ruzomberok, Ruzomberok, Slovakia Učinkovitost Europske unije u smislu istraživanja i razvoja, inovacija i pohađan- ja obrazovnih institucija uglavnom zaostaje za glavnim konkurentima - Abstract Sjedinjenim Američkim Državama i Japanom. Unutar EU-a, nove države članice In the early of nineties the dual broadcasting system in the young country in the iz srednje i istočne Europe pripadaju u skupinu umjerenih inovatora. Kako je middle of Europe enabled to develop television broadcasting to the scale of what tehnologija ključna komponenta u inovacijskom sustavu 2. generacije, ovaj čla- viewers previously even had not dreamed of. Commercial television broadcasting nak je posvećen raspravi o metodama transfera tehnologije koje primjenjuju prevailed in five and a half million country. Private broadcasting gained control of inovacijski lideri u EU (npr. Njemačka i Finska) i identificiranje čimbenika koji the more than forty-year-old state-owned service of TV broadcasting and sent it to mogu predstavljati glavni kamen spoticanja u načinu učinkovitijih inovacijskih the role of a statistical margin. Confidence of the first one - and later followed by postupaka u novim članicama EU (npr. sklonosti vlada za izravnim stranim other private televisions - has grown faster than the numbers of audience. Direc- ulaganjima koja privlači relativno jeftinu i kvalificiranu radnu snagu; sklonosti tors with the influence of legislators, unbeatable managers determined the trans- investitora za korištenjem know-how razvijen u svojim matičnim zemljama, mission time programs from a week to week. This is termed as finding the opti- izostanak rizičnog kapitala na raspolaganju za istraživanje i razvoj i transfer mal time based on audience preferences. The result is today's big television chaos tehnologija, itd.). Kao što se situacija u novim državama članicama počinje mi- for the viewers, who, as a consequence of unpredictable changes in the broadcast- jenjati - plaće rastu i zemalje grade novu istraživačku infrastrukturu uz pomoć ing of televisions cease to be interested. For many years the most viewed channel EU fondova – nove inovacije i TT paradigme ulaze na pozornicu. Raspravlja se o has dropped to the level of underrated rivals and the panic, which it suddenly načinima suočavanja s novim izazovima - kao što su bolje upravljanje u po- started, make them produce more fatal changes. All in the name of the audience dručju patenata, prošireno obrazovanje učenika u području inovativnih kompe- and excellent numbers of boxes called people meters. The same problem also faces tencija i poduzetničkih vještina, dublje razumijevanje o poslovanju industrije za other post-communist country, the second part of the former Czechoslovakia, the transfer tehnologije i poboljšanje pristupa kapitalu. Czech Republic. The paper focuses on analysis and evaluation of Slovak television sphere (partly in comparison with the Czech), which seems, after twenty years of Ključne riječi dual broadcasting, to gather a real media competition. But not everybody likes it. EU, istraživanje i razvoj, tehnologija Key words Tv market, viewers, broadcasting
Assumptions for TV competition and marketing specialists never experienced this golden period. They appeared in the world of Slovak TV viewers were born on November 3, media, of course, much later. Television went 1956. Television studio Bratislava was the first in through different milestones that we know. They Slovakia and, after studio Prague, only the second also came to Slovakia. In 1970 the public televi- in the former Czechoslovakia. TV market at that sion started broadcasting not only on the two time included about 500 television sets /1/. Con- channels (circuits), but also for the first time in sidering the discussion worthy fact, that nothing color. And Alpine ski World Cup from the High special happened in the popular mass media ex- Tatras, broadcasted live in dozens of countries pansion in the 20th century, the audience was around the world, contributed to the situation. certainly on the maximum. At that time it was Color broadcasting became ordinary three years obvious, as the joy of the broadcaster only later. In 1978, when both Czechoslovak channels stemmed from the fact that it is able to broadcast were full-colored, the number of concessionaires and to fulfill the experience of the viewer to hear exceeded one million inhabitants, which was one and to see the picture. Fortunately, advertising fifth of the country at that time. We do not have to
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Peter Kravcak: TV MARKET AND TELEVIEWERS IN SLOVAKIA 148 Media, Culture and Public Relations, 10, 2019, 2, 147-155 remind the readers from the Central and Eastern Europe that Ideology was the main producer, Dual broadcasting - competition of the audience screenwriter and director, nearly for forty years of starts broadcasting on the single television in the coun- It took four years to get a dual act of television try. Prague Spring in 1968 made uncertain the broadcasting into practice /4/. In January 1995, preferred presentation of the state-building suc- broadcasting of the first private TV channel began cesses and unfailing steps of socialism. It meant (Danubius Cable TV), but it lasted only four for TV broadcasting the possibility of filming oth- months. Other TV channels did not become real er than the socialist authors. Beautiful moments in competitors, for example, TV North which oper- life usually do not last long, Spring too. Slovak ated 14 months and also the most promising of all television broadcasting, respectively Slovak Tele- projects, VTV. Launched in April 1995, VTV dur- vision, was, for the remaining 20 years, an invisi- ing five years of its existence was largely the ble part of people's daily lives. Television, of dramaturgical vegetation than the real alternative course, had its color broadcasting, every week a to public Slovak Television. STV was dominating new high-quality fiction productions and Slovak on the Slovak television market in 1995; - we are and Czechoslovak television series reaching high still in the period of five years after the possibility quality and viewing. People realized that quality of dual broadcasting. First channel audience was only after many years - right now, in the stream of about 70%, the second channel reached 15% fol- sawdust purchased foreign production /2/. At that lowing the surveys of Market & Media & Lifestyle time television was necessary part of reality, not /5/. From 1990 to 1996, STV changed nine direc- very attractive time how to fill occasional free tors /6/, was struggling with financial problems evening, or a means of dramatic plot of Czecho- and, despite the monopoly position, it operated at slovak sportsmen. Television got known much a loss every year. The competition appeared with better on November 22, 1989, when the news the first Czech private TV channel Nova, which transmitted first serious events happening in the made dramatic changes also in the audience in streets of Prague and Bratislava. Three days later, our country in 1994. During the second year of Slovak Television transmitted live stream of the broadcasting in Slovakia it reached 17% of the meetings of the Velvet Revolution from SNP audience, and got dramatically close to the audi- Square in Bratislava. It was a television screen that ence of STV 2. It should be noted that Nova is contributed significantly to the final fall of the available primarily in the western half of the regime with the information about the times full country; therefore the Czech commercial broad- of tension in new democracy rising. Czechoslovak caster had only partial impact on the recipients of television was split. While the first channel re- the neighboring country. The audience figures mained common for both countries of former were amazing despite this fact. In this, five years Czechoslovakia, the second channel received new open situation for the commercial broadcasting, frequencies and name. In the Czech Republic it the fourth Slovak private television - Markiza was (CTV) and in Slovakia (S1). The Slovak Gov- comes on the market in august 1996. Professional- ernment changed in its resolution the name of the ly prepared TV with a strong foreign capital (U.S. Czechoslovak television in the Slovak Socialist Company CME, which was also behind the emer- Republic to Slovak Television (STV). On 1 July gence of TV Nova in the Czech Republic) made a 1991, the National Council of the Slovak Republic revolution in the television broadcasting. At that passed the act no. 254/1991 which determined time we started to talk about the emergence of legal basis of the Slovak Television as a public competition in television broadcasting in Slo- institution /3/. Slovak Television became the first vakia. Compared to public Slovak Television it is public television in post-communist countries, a dynamic, commercial TV, which does not need a whose creation was allowed by national legisla- break in broadcasting, preparing regular report- tion. In the same year the Federal Assembly (Par- ing with the light elements of yellow journalism liament of CSFR) by Act no. 468/1991 on Radio and spoken language. It can regularly offer the and Television Broadcasting laid the basis for viewers some new movies and series production dual system of broadcasting. After thirty five from the west, and after forty years of malnutri- years, when the television was found in the coun- tion on TV broadcasting, they do not need much try, there was opened the possibility for the de- to impress the viewers. Besides the undoubted velopment of basic broadcasting under license. cinema hits of that time, the Slovaks accepted
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Peter Kravcak: TV MARKET AND TELEVIEWERS IN SLOVAKIA Peter Kravcak: TV MARKET AND TELEVIEWERS IN SLOVAKIA Media, Culture and Public Relations, 10, 2019, 2, 147-155 Media, Culture and Public Relations, 10, 2019, 2, 147-155 149 remind the readers from the Central and Eastern with pleasure 10-year and older series and movies same everywhere. Foreign film and series produc- Europe that Ideology was the main producer, Dual broadcasting - competition of the audience which were in Western Europe or in the U.S. tion was followed by news and self-production. screenwriter and director, nearly for forty years of starts broadcast known only as cult films /7/. Consider- These indicators were typical mostly for public broadcasting on the single television in the coun- It took four years to get a dual act of television ing the mentioned time, an average commercial broadcasters. The situation was different in the try. Prague Spring in 1968 made uncertain the broadcasting into practice /4/. In January 1995, European television was launched on the Slovak former Eastern bloc countries. Private TV chan- preferred presentation of the state-building suc- broadcasting of the first private TV channel began market. However, the public broadcaster with a nels succeeded immediately on the market, per- cesses and unfailing steps of socialism. It meant (Danubius Cable TV), but it lasted only four regular income from the state budget, revenues haps except Poland and Slovenia. Five months for TV broadcasting the possibility of filming oth- months. Other TV channels did not become real from license fees and advertising was relegated to after the launch of commercial television, the er than the socialist authors. Beautiful moments in competitors, for example, TV North which oper- the role of extras. "The way, how TV with a long viewing figures on the basis of daily continual life usually do not last long, Spring too. Slovak ated 14 months and also the most promising of all history, rich archives, steady programming and tech- research of STV were overwhelming: Markíza - television broadcasting, respectively Slovak Tele- projects, VTV. Launched in April 1995, VTV dur- nical know-how was knocked down, is surprising. TV 41.5 percent, STV 1 - 22 percent and STV 2 only vision, was, for the remaining 20 years, an invisi- ing five years of its existence was largely the left the position easily with an amateur way of response 7.6 percent /9/. The growth of commercial entities ble part of people's daily lives. Television, of dramaturgical vegetation than the real alternative to dramatic changes. Commercial channels with re- and decrease of public broadcaster continued. course, had its color broadcasting, every week a to public Slovak Television. STV was dominating gional status and the initial coverage 55-60% of the new high-quality fiction productions and Slovak on the Slovak television market in 1995; - we are population reached, during four months, a significantly TV Ratings and Czechoslovak television series reaching high still in the period of five years after the possibility higher share on the market than STV audiences with its Slovak Television was losing more and more. It quality and viewing. People realized that quality of dual broadcasting. First channel audience was two nationwide channels”/8/. With the experience of lost its prime-time and News viewing figures, only after many years - right now, in the stream of about 70%, the second channel reached 15% fol- Western Europe countries, we know that it took what is considered to be the most important for sawdust purchased foreign production /2/. At that lowing the surveys of Market & Media & Lifestyle years for new commercial televisions to succeed the public media. Moreover, during the year 1997, time television was necessary part of reality, not /5/. From 1990 to 1996, STV changed nine direc- on the market. The procedure was almost the commercial Markiza (the year after its broadcast- very attractive time how to fill occasional free tors /6/, was struggling with financial problems ing started) achieved more than 50 percent of evening, or a means of dramatic plot of Czecho- and, despite the monopoly position, it operated at weekly market share. slovak sportsmen. Television got known much a loss every year. The competition appeared with better on November 22, 1989, when the news the first Czech private TV channel Nova, which Table no. 1 - The market share of STV television in the years 1996 – 2000 /10/ transmitted first serious events happening in the made dramatic changes also in the audience in YEAR 1996 1997 1998 1999 2000 streets of Prague and Bratislava. Three days later, our country in 1994. During the second year of TV STV 1 46,9% 22,1% 22% 17,9% 19,6% Slovak Television transmitted live stream of the broadcasting in Slovakia it reached 17% of the STV 2 16,3% 7% 6,7% 4,4% 5,8% meetings of the Velvet Revolution from SNP audience, and got dramatically close to the audi-
Square in Bratislava. It was a television screen that ence of STV 2. It should be noted that Nova is A similar decline in Central Europe was seen only prehend it. But if we talk about emerging TV contributed significantly to the final fall of the available primarily in the western half of the in Hungary, where the public channel MTV 2 in market, we have to talk about those who consti- regime with the information about the times full country; therefore the Czech commercial broad- 1997 was moved to satellite, which meant a drop tute the market. The competition between the of tension in new democracy rising. Czechoslovak caster had only partial impact on the recipients of of the share in the public broadcasting in this broadcasters would not exist, if there were no television was split. While the first channel re- the neighboring country. The audience figures country from 56 to 10 percent. Other countries, spectators. Although the commercial and public mained common for both countries of former were amazing despite this fact. In this, five years i.e., public televisions of the region managed the sectors are different like apples and pears, they Czechoslovakia, the second channel received new open situation for the commercial broadcasting, transition to compete with commercial environ- are both fruits; in this case they belong to the frequencies and name. In the Czech Republic it the fourth Slovak private television - Markiza ment in a less painful way. We should mention at group of media market called television. To know was (CTV) and in Slovakia (S1). The Slovak Gov- comes on the market in august 1996. Professional- least one of the factors that caused the drop. Po- your subscribers, it is necessary to be acquainted ernment changed in its resolution the name of the ly prepared TV with a strong foreign capital (U.S. larized society before the parliamentary elections with their structure, number, habits, expectations Czechoslovak television in the Slovak Socialist Company CME, which was also behind the emer- in 1998 affected the media as well. As people were and reactions. The more you know the more pre- Republic to Slovak Television (STV). On 1 July gence of TV Nova in the Czech Republic) made a divided into pro Meciar`s and anti-Meciar`s, this cisely you can serve them and get them on your 1991, the National Council of the Slovak Republic revolution in the television broadcasting. At that political struggle started to play an important role side. passed the act no. 254/1991 which determined time we started to talk about the emergence of in all media in Slovakia. While new Markiza was As dual broadcasting was in its infancy, Slovak legal basis of the Slovak Television as a public competition in television broadcasting in Slo- heading the efforts to change policy and cause television business makes its first steps in pro- institution /3/. Slovak Television became the first vakia. Compared to public Slovak Television it is Vladimir Meciar's removal from the position of gramming, i.e., creating a broadcasting structure. public television in post-communist countries, a dynamic, commercial TV, which does not need a prime minister, Slovak Television was his main This business, after many years of habits without whose creation was allowed by national legisla- break in broadcasting, preparing regular report- medium. For readers who know the political sce- competition and without critical environment, tion. In the same year the Federal Assembly (Par- ing with the light elements of yellow journalism ne in Central Europe there is no need to mention was advised of subjective opinion of authors, liament of CSFR) by Act no. 468/1991 on Radio and spoken language. It can regularly offer the that. In 1998, the political decline of Vladimir rather than the relevant data resulting from the and Television Broadcasting laid the basis for viewers some new movies and series production Meciar began and the Slovak Television in elec- audience. The experimental method trial-and- dual system of broadcasting. After thirty five from the west, and after forty years of malnutri- tions lost too. But we cannot say, in terms of mor- error was the only one what worked in our coun- years, when the television was found in the coun- tion on TV broadcasting, they do not need much al role of media to inform fairly and objectively, try. The reason could be generalized and summed try, there was opened the possibility for the de- to impress the viewers. Besides the undoubted that all were losers. There was no objective alter- up as follows: young democratic state, no free- velopment of basic broadcasting under license. cinema hits of that time, the Slovaks accepted native even for the viewers who could not com- broadcasting experience, lack of competitive envi- ISSN 1333-6371 ISSN 1333-6371
Peter Kravcak: TV MARKET AND TELEVIEWERS IN SLOVAKIA 150 Media, Culture and Public Relations, 10, 2019, 2, 147-155 ronment and inexperienced viewers for whom STV to use accurate measurement, despite using everything on television was new like America for diary method and forming a stable panel sample Europeans in the 15th century. The audience which already knew what to do (research was measurement was available only thanks to daily more reliable), resulted in the fact that all media continual research by STV (with its special de- acquired working with the figures published by partment) and later the research by the VISIO Visio Agency. Private televisions were the cus- Company, which was executed by post. In this tomers and it is clear that they wanted to have audience measurement, the viewers filled in ques- research favorable for them. STV, besides the fight tionnaires that were divided into days – i.e. diary for viewers lost the fight for observation and method. They had to re-remember what they had measurement of mood, which also resulted in the watched in particular day and hour. The time loss of important tenths, and perhaps whole per- between watching and writing the questionnaire centage points. And talking about the loss of per- was often one week, to say nothing of the speed of centage points means tens of millions (Slovak re-processing results, which were sent by post. Crowns at that time) losses in the advertising That is why there was a sign of a common elec- market. The Czech Republic introduced people- tronic audience measurement after the launch of meters in 1997, which was three years after the TV Markiza in the second half of the nineties. launch of the first commercial TV channel. We Although the introduction of audience measure- had not done it for nine years from the beginning ment is generally considered a meaningful and of the first private television broadcasting. STV profitable, in case the advertising cake reaches did not need peoplemeters. They did not need to almost 100 million viewers, Slovak advertising know exactly the fact, that someone else led the cake in 1996 did not reach more than one third of market. That would be like putting salt on open this amount /11/. This was not the problem of wounds. Markiza did not rush to introduce elec- failure of the first attempt of introducing an elec- tronic measurement as well. They were satisfied tronic audience measurement. Televisions did not with their dominant position. Two or three per- make an agreement; therefore, they secured their centage points are more worthy than the risk of a own research, through diary method. While STV possible finding that in fact it would be about five had its own department for this, VTV and Marki- percent less. Other televisions on the Slovak mar- za had to obtain it externally. We have already ket by 2000 (VTV, TV Luna), having existential mentioned the negatives of diary measurements; problems, had no time, will nor money to think we should also present a different methodology, about peoplemeters. Big pressure came after 2001. which was used by both televisions. While daily New televisions on the market, TA3 – a news- continual research by STV in the households was format TV and TV JOJ - a full-format TV, desired based on simple questions, e.g. "have you watched to introduce peoplemeters at any costs. Naturally, the program ...", Visio agency doing similar studies they needed to know the figures and needed to for Markiza and VTV, required more accurate cut from the growing cake of media market, if data and split the broadcasting time into 15- they wanted to survive. "According to the General minute blocks in which the interviewers specified Manager, Martin Lengyel, TA3 diary surveys are what they had been watching at exact time of simply not relevant, and the clients, who are governed fifteen minutes. It was more difficult for respond- only by them, waste their money because they do not ents to fill in the form reliably. On the other hand, know if they pay effectively for the advertisement."/12/ this research could build more accurate indicator The shift occurred in 2003. Televisions, after of the audience. Six months after the launch of TV lengthy negotiations in an atmosphere of distrust Markiza, STV began doing research using the formed a common company PMT. It made tender mentioned method, and only then the public for the Contractor of an audience measurement learnt about its biggest fall. The figures after the and in the summer of 2004, launched the trial unified methodology were almost uniform; the operation. The proper measurements, which re- variation was 2-4%, which is caused by sympathy sults could also see the public came in October of and loyalty of the contractor to his client. Big dif- that year. The cost of installing peoplemeters ferences were shown in the news programs – reached approximately 2 million euros. Immedi- which is the most lucrative advertising time. Sur- ately after publish of the peoplemeters results, prisingly, each television reached significantly journalist Miroslav Sojková from portal better results in its own research. Late decision of HNonline.sk realized a test and compared the
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Peter Kravcak: TV MARKET AND TELEVIEWERS IN SLOVAKIA Peter Kravcak: TV MARKET AND TELEVIEWERS IN SLOVAKIA Media, Culture and Public Relations, 10, 2019, 2, 147-155 Media, Culture and Public Relations, 10, 2019, 2, 147-155 151 ronment and inexperienced viewers for whom STV to use accurate measurement, despite using measurements from the peoplemeters and diary after the premiere, and already in the next day everything on television was new like America for diary method and forming a stable panel sample methods at the same period and found differences /19/. Television advertising is planned so, that at Europeans in the 15th century. The audience which already knew what to do (research was in the measured values. Data were obtained in the the moment of the beginning it broadcast, the measurement was available only thanks to daily more reliable), resulted in the fact that all media first half of October 2004. Diaries survey added to competition could not start broadcasting the new continual research by STV (with its special de- acquired working with the figures published by Markiza 7.77 percent share /13/.Also Jednotka program because it would be threaten that the partment) and later the research by the VISIO Visio Agency. Private televisions were the cus- (STV) was previously more of 0.65 percent, TV JOJ viewer has not switch back. Ideally, of course, is if Company, which was executed by post. In this tomers and it is clear that they wanted to have was in last printed surveys about 1.99 percent the advertising is in both televisions at the same audience measurement, the viewers filled in ques- research favorable for them. STV, besides the fight more. From the October audience measurement time. Television Chess are alchemy. The whole tionnaires that were divided into days – i.e. diary for viewers lost the fight for observation and rise only Dvojka (second channel STV). Electronic media circus that makes for the viewers - to get method. They had to re-remember what they had measurement of mood, which also resulted in the measurements showed a 1.98 percent more than it them to television - has a great paradox. The one watched in particular day and hour. The time loss of important tenths, and perhaps whole per- gave by diary survey. An important finding was who suffers most and is damaged by the televi- between watching and writing the questionnaire centage points. And talking about the loss of per- also the fact that television watched fewer people sion battle is only a viewer. Fixed structure of was often one week, to say nothing of the speed of centage points means tens of millions (Slovak than the broadcasters thought based on previous television broadcasting in Slovakia is practically re-processing results, which were sent by post. Crowns at that time) losses in the advertising diary surveys /14/. While the average number of non-existent. Newspapers with weekly TV Pro- That is why there was a sign of a common elec- market. The Czech Republic introduced people- TV Markiza had a market share ranging from 43 gram printed usually week advance increasingly tronic audience measurement after the launch of meters in 1997, which was three years after the to more than 50 percent /15/, the first three days of lose their importance. Till the 15:00 the television TV Markiza in the second half of the nineties. launch of the first commercial TV channel. We audience measurement by peoplemetres obtained is uninteresting for the viewer. Management Although the introduction of audience measure- had not done it for nine years from the beginning on average 32.9 percent of the total number of knows this and accordingly deployed and broad- ment is generally considered a meaningful and of the first private television broadcasting. STV active viewers. Markiza was followed by first casting. The viewer is at this time by television profitable, in case the advertising cake reaches did not need peoplemeters. They did not need to channel of STV - Jednotka (19.3 percent share) and offered quality unexciting and underestimated. Of almost 100 million viewers, Slovak advertising know exactly the fact, that someone else led the a private TV JOJ (13.4 percent share) /16/. course, marketing and economic department wish cake in 1996 did not reach more than one third of market. That would be like putting salt on open and argue the opposite, but that is not supported this amount /11/. This was not the problem of wounds. Markiza did not rush to introduce elec- Television chess by adequate supply. In the afternoon, already failure of the first attempt of introducing an elec- tronic measurement as well. They were satisfied Over time, as other private Slovak TV growth, the starting mentioned chess with programming and tronic audience measurement. Televisions did not with their dominant position. Two or three per- television market has become a victim of the lasts until midnight. make an agreement; therefore, they secured their centage points are more worthy than the risk of a measurements of an audience. Run after the high- own research, through diary method. While STV possible finding that in fact it would be about five est decimal number in the audience and market Method attempt – error had its own department for this, VTV and Marki- percent less. Other televisions on the Slovak mar- share leadership has become priority number one For commercial TV Joj (since 2002) and for public za had to obtain it externally. We have already ket by 2000 (VTV, TV Luna), having existential for the television management. These factitious television STV was 20 percent share a magic bor- mentioned the negatives of diary measurements; problems, had no time, will nor money to think phenomenon growths still more. TV`s justify der on the market up to the year 2008. Who was we should also present a different methodology, about peoplemeters. Big pressure came after 2001. those steps such as action in favor of the audience, closer to it, or broke it, won the coveted post - which was used by both televisions. While daily New televisions on the market, TA3 – a news- because they want to broadcast programs about second place in the market. Over the years, continual research by STV in the households was format TV and TV JOJ - a full-format TV, desired the viewer desires at a particular time. The truth Markíza (leader of the TV market) set the bar pret- based on simple questions, e.g. "have you watched to introduce peoplemeters at any costs. Naturally, is, that television`s just looking for programs and ty high, and became its slave. The daily number of the program ...", Visio agency doing similar studies they needed to know the figures and needed to times, which can attract the most viewers on their 40 percent has become imperative not only for for Markiza and VTV, required more accurate cut from the growing cake of media market, if screens /17/. Changing programs from day to day share, but also the lower limit for prime-time. data and split the broadcasting time into 15- they wanted to survive. "According to the General day, finding the ideal time for the start of the ses- Any value below 35 percent was until recently minute blocks in which the interviewers specified Manager, Martin Lengyel, TA3 diary surveys are sion after every time when did not achieve imag- considered as a flop. The Television newspaper, what they had been watching at exact time of simply not relevant, and the clients, who are governed ine percentage is becoming common practice. "... major television news programs has bigger num- fifteen minutes. It was more difficult for respond- only by them, waste their money because they do not The constant changes declining the credibility of the bers. At the beginning of 2008 Markíza has 79.7 ents to fill in the form reliably. On the other hand, know if they pay effectively for the advertisement."/12/ Media (author's note: program periodicals), but ulti- per cent share of audience, which produced a 32.7 this research could build more accurate indicator The shift occurred in 2003. Televisions, after mately also the broadcaster. Phone calls of angry read- percent market share. Extrapolated to the quantity of the audience. Six months after the launch of TV lengthy negotiations in an atmosphere of distrust ers, due to changes in the program can count the thou- of recipients, this means 1.5 million viewers /20/. Markiza, STV began doing research using the formed a common company PMT. It made tender sands, so I'm not sure if frequent changes could not TV Markíza was not only dominant, but in prime mentioned method, and only then the public for the Contractor of an audience measurement damage television and cannot be a reason of drop the time rolled the competition. And want to contin- learnt about its biggest fall. The figures after the and in the summer of 2004, launched the trial audience ... And if even newspapers could not react to ue. Director of the Centre for Journalism of the unified methodology were almost uniform; the operation. The proper measurements, which re- changes in television programs, it is already disquiet- most watching television in Slovakia Tibor Búza is variation was 2-4%, which is caused by sympathy sults could also see the public came in October of ing."/18/ And if these "tricks" are unsuccessful, clarifying the situation by saying: "What Markíza and loyalty of the contractor to his client. Big dif- that year. The cost of installing peoplemeters TV`s do not hesitate to cancel all program or developed between 19:00 and 19:20 is problem put at ferences were shown in the news programs – reached approximately 2 million euros. Immedi- move it to early morning or night hours. Just to be risk, other way, for us it is not easy to put at risk JOJ- which is the most lucrative advertising time. Sur- ately after publish of the peoplemeters results, broadcast out of necessity, because money have and STV News after 19:30. There is a strong habit; the prisingly, each television reached significantly journalist Miroslav Sojková from portal been invested. If anything proves, the viewer saw viewer wants to compare the News."/21/ There is only better results in its own research. Late decision of HNonline.sk realized a test and compared the a few reruns; usually the first is coming few hours one meaning by those words. Markiza wanted
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Peter Kravcak: TV MARKET AND TELEVIEWERS IN SLOVAKIA 152 Media, Culture and Public Relations, 10, 2019, 2, 147-155 increase the dominance after the nineteenth hour, grams. If the Markíza had this number at the be- and it was possible at the expense of news STV ginning of the year, the silver TV logo would be and TV Joj only, which was broadcast at 19:30. impermissibly blush by this audience. Markíza More viewers mean more participation on the lost control on the situation. From the planned market and more advertising potential. As the evolution they made by the method trial – error a clear leader of the Slovak television market began Revolution. Against each other. The lowest num- to get bored on the throne. The high number of ber from 6 February 2008 says about 819 000 audience in all kinds of programs - and Markíza viewers and 50.7 percent prime time hour share. reached it with third hand serial rerun - really Markíza was still a leader, even still the dominant gave it confidence and from this result changes. leader in all-day broadcast, but the fall was huge. Television was obviously trying to grab even From that moment the “TV cake” began to share larger part of the market pie in the most interest- with more equal parts. We can talk about the be- ing time, which should aim to increase profits and ginning of the standardization of the television put the competitive Television to the ankles market in Slovakia, but not about its final and named Markíza. In January the most watched enduring form. There was not only fatal mistake television split its news for two shows. At 19:00 in the case of television news change. As Markiza they started News called Headlines and after thir- made experiment in this segment, also did it in teen minutes, and approximately two-minutes of the purchase of films, serials, licensed programs advertisement – television news continue by part or production of their own. The second commer- called Today (Before this changes television has cial player TV Joj bet on their own production and generated share nearly to 80 percent after 19:00). program stability. Despite of that it's not an ex- Since the beginning of a new issue of TV news ample of right TV programming; but changes reached with Headlines similar numbers (1 378 were not so frequent and so panic than by televi- 000 viewers, 77.5% share). Mathematically sion leader. TV Joj was able to keep program in Markíza well received as expected./22/ broadcasting with not ideal numbers, but in me- dium-term it turned in favor of television. The Leader lost the percent’s viewer rating of TV Markiza steadily declined Initial positive percent very quickly ran out and past for years until it plunged to historic lows. started the largest fall of audience by the strongest The television news of this TV is no longer most television on the Slovak market since its inception. viewed every day. The two on the market, TV Joj Slovak prime time broadcasting was shaken in its is capable defeating Markíza regularly. And it's foundations. After a few days from start the not only important time for TV when the years Headlines viewers leave the program. Forcibly established order was changing. "Today is the sec- forcing actuality and below-average topics was ond month when TV Joj is leader of the market in too strong cup of coffee for viewers, despite the 12 primetime, so in the most important broadcast TV year old habit in this News. Moreover, competi- times. Especially on weekdays we are a leader whole tion was not sleeping. Slovak Television and TV day"/23/, says CEO of the TV Joj František Bo- Joj, from the beginning looking for counter attack rovský. Being a leader is important when negoti- and suddenly it pushed into its hands themselves. ating about prices./24/ The biggest changes oc- Catched viewers of Markíza were leaving and curred in the past year, what is visible in the table searched where to switch their remote. Suddenly, below. less than a million people looked two new pro-
Table no. 2 – year-on-year development of an audience of the two strongest television in Slovakia /25/ All Day 12 to 54 years february 2011 january 2012
TV Markíza 35,4% 26,2% TV Joj 20,0% 22,8% Primetime 12 to 54 years TV Markíza 41,1% 27,3% TV Joj 21,6% 28,7% TV News 19-20 hod. 7. week 2011 7. week 2012 TV Markíza 43,1% 35,4% TV Joj 27,6% 35,5%
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Peter Kravcak: TV MARKET AND TELEVIEWERS IN SLOVAKIA Peter Kravcak: TV MARKET AND TELEVIEWERS IN SLOVAKIA Media, Culture and Public Relations, 10, 2019, 2, 147-155 Media, Culture and Public Relations, 10, 2019, 2, 147-155 153 increase the dominance after the nineteenth hour, grams. If the Markíza had this number at the be- and it was possible at the expense of news STV ginning of the year, the silver TV logo would be Television news of the Markíza are attacked for figures for both channels (CT 1 and CT 2) in Feb- and TV Joj only, which was broadcast at 19:30. impermissibly blush by this audience. Markíza the nearly eight percent, while TV Joj increased by ruary /29/. Then the CT has a market share around More viewers mean more participation on the lost control on the situation. From the planned eight percent, and between the seventh and eighth 21 to 22 percent instead of 17 or 18 percent. In market and more advertising potential. As the evolution they made by the method trial – error a in the evening has been turns by more people. Slovakia, from first February 2010 they increased clear leader of the Slovak television market began Revolution. Against each other. The lowest num- Markíza was partly weakened by moving news at panel of households from the original number of to get bored on the throne. The high number of ber from 6 February 2008 says about 819 000 public STV; it competes directly in broadcasting at 800 to 1,200, representing approximately 3,600 audience in all kinds of programs - and Markíza viewers and 50.7 percent prime time hour share. 19:30, now. The Digitization /26/ also made individuals. Peoplemeters also started to use reached it with third hand serial rerun - really Markíza was still a leader, even still the dominant changes, it brought the same signal covering in all Audio Matching technology, which allows meas- gave it confidence and from this result changes. leader in all-day broadcast, but the fall was huge. regions of Slovakia, brought more television and urement of all forms of digital signal /30/. Slovak Television was obviously trying to grab even From that moment the “TV cake” began to share the resulting numbers of audience and market peoplemeters are one of the best which are availa- larger part of the market pie in the most interest- with more equal parts. We can talk about the be- share were diversified between more broadcast- ble to measure audience in Europe. Nevertheless, ing time, which should aim to increase profits and ginning of the standardization of the television ers. We dare to say that under the influence of ill- televisions behave childishly in processing and put the competitive Television to the ankles market in Slovakia, but not about its final and planned changes, blind watching of people meters evaluating of the results. "Instead of holding longer- named Markíza. In January the most watched enduring form. There was not only fatal mistake results, proactive steps of competition and all over term concept and program strategies respond by a television split its news for two shows. At 19:00 in the case of television news change. As Markiza digitization, the Slovak television market became single criterion - the actual number of audience and they started News called Headlines and after thir- made experiment in this segment, also did it in more realistic and closer to situation what we can market share in biggest target groups. The result of this teen minutes, and approximately two-minutes of the purchase of films, serials, licensed programs traced in Germany today. Although Germany process are three television focused on the same group advertisement – television news continue by part or production of their own. The second commer- have more nationwide TV stations as Slovakia, of people, essentially, to all viewers over the age of called Today (Before this changes television has cial player TV Joj bet on their own production and but the leader of the day usually achieve less than twelve years whose are willing to look Slovak TV sta- generated share nearly to 80 percent after 19:00). program stability. Despite of that it's not an ex- 20 percent market share./27/ tions. At the moment, when the title don’t get at least Since the beginning of a new issue of TV news ample of right TV programming; but changes average level of the stations, television managements reached with Headlines similar numbers (1 378 were not so frequent and so panic than by televi- Regularity of the numbers of peoplemeters start immediately think how to change it, even if not 000 viewers, 77.5% share). Mathematically sion leader. TV Joj was able to keep program in There are many doubts about the credibility of cancel. " /31/ This phenomenon, together with an Markíza well received as expected./22/ broadcasting with not ideal numbers, but in me- peoplemeters measurement of an audience. The excessive number of reruns is currently character- dium-term it turned in favor of television. The publication of results has become a carefully istic for the development of Slovak Television. Leader lost the percent’s viewer rating of TV Markiza steadily declined thought job and encrypted alchemy by press and The victim of this “earn easy money” system has Initial positive percent very quickly ran out and past for years until it plunged to historic lows. PR departments of the televisions. Each Television become only Markíza, who lost the crown of elu- started the largest fall of audience by the strongest The television news of this TV is no longer most naturally adjusted results according to its image sive leader. What will be the next reactions of television on the Slovak market since its inception. viewed every day. The two on the market, TV Joj and own needs. The variables in the equation for viewers for television audience measurement Slovak prime time broadcasting was shaken in its is capable defeating Markíza regularly. And it's many unknown are the times of broadcasting, obsession, low bid of premiere, frequent changes foundations. After a few days from start the not only important time for TV when the years viewers ages, recently we have come to read the in programs and constantly recycling and re- Headlines viewers leave the program. Forcibly established order was changing. "Today is the sec- numbers of two or more programs at once, be- generating the same formats is difficult to predict. forcing actuality and below-average topics was ond month when TV Joj is leader of the market in cause it is more than if we separated them. The For Televisions are important just profit and de- too strong cup of coffee for viewers, despite the 12 primetime, so in the most important broadcast TV battle for every percentage of an audience become velopment in this area does not change dramati- year old habit in this News. Moreover, competi- times. Especially on weekdays we are a leader whole sacred, because defending audience means main- cally. Despite the growing influence and market tion was not sleeping. Slovak Television and TV day"/23/, says CEO of the TV Joj František Bo- tain price list of advertising, keep advertisers and space for internet, according to these numbers Joj, from the beginning looking for counter attack rovský. Being a leader is important when negoti- therefore profits in millions euros per year. This is television is not threatened. The viewer is simply and suddenly it pushed into its hands themselves. ating about prices./24/ The biggest changes oc- not just a symptom of Slovakia. A Simple example difficult separable from television and remains Catched viewers of Markíza were leaving and curred in the past year, what is visible in the table from Czech Republic: Private TV Nova has cease there despite above described situation. Until it searched where to switch their remote. Suddenly, below. to publish statistics in categories D15 + (all view- does so, we will have to write about his captivity less than a million people looked two new pro- ers over 15 years), and shortened it to viewers 15 and domination meters above man – the TV view- to 54 years. Commercial TV needs a younger, er. Table no. 2 – year-on-year development of an audience of the two strongest television in Slovakia /25/ productive audience representing purchasing All Day 12 to 54 years february 2011 january 2012 power. In this set of numbers they achieve around 45 percent every evening. In the category of the TV Markíza 35,4% 26,2% D15 + in the top five of prime-time monitoring is Notes TV Joj 20,0% 22,8% mixed and competitive TV stations: Prima Family /1/ http://www.sme.sk/c/2979235/tv-vysielanie-na- Primetime 12 to 54 years or public CT1. In the category without an older slovensku-slavi-polstorocie.html#ixzz11bgcLdza, 8. TV Markíza 41,1% 27,3% audience (more than 54) Nova least 2.5 percent 4. 2012 TV Joj 21,6% 28,7% /2/ According to research conducted in 2011 at the better numbers /28/. By the way, since Czech pub- TV News 19-20 hod. 7. week 2011 7. week 2012 Catholic University, formed a foreign film produc- TV Markíza 43,1% 35,4% lic television CT 1 lost viewers on the first channel tion in broadcasting of Slovak televisions from 88% TV Joj 27,6% 35,5% in January, so they start published cumulative to 100%.
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Peter Kravcak: TV MARKET AND TELEVIEWERS IN SLOVAKIA 154 Media, Culture and Public Relations, 10, 2019, 2, 147-155 /3/ Darmo, J. (1996). Slovenská televízia, Fakty 1956 – /16/ Sojkova. M.: Najvyššiu sledovanosť má spravodajstvo. 1996. Bratislava: Slovenská televízia, s. 42 [online]. In: hnonline.sk, 19. október 2004. [cit. 2012- /4/ From June 1991 to June 1992 broadcast on Slovakia 04-06]. Dostupné na internete: television TA3, which was commercially tuned third
ISSN 1333-6371
Peter Kravcak: TV MARKET AND TELEVIEWERS IN SLOVAKIA Peter Kravcak: TV MARKET AND TELEVIEWERS IN SLOVAKIA Media, Culture and Public Relations, 10, 2019, 2, 147-155 Media, Culture and Public Relations, 10, 2019, 2, 147-155 155 /3/ Darmo, J. (1996). Slovenská televízia, Fakty 1956 – /16/ Sojkova. M.: Najvyššiu sledovanosť má spravodajstvo. 1996. Bratislava: Slovenská televízia, s. 42 [online]. In: hnonline.sk, 19. október 2004. [cit. 2012- /4/ From June 1991 to June 1992 broadcast on Slovakia 04-06]. Dostupné na internete: TELEVIZIJSKO TRŽIŠTE I GLEDATELJSKA PUBLIKA U SLOVAČKOJ television TA3, which was commercially tuned third
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