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RADIO PUBLICZNE.Indb Recenzent prof. dr hab. Michał Gajlewicz, Społeczna Akademia Nauk Redakcja Anna Goryńska Projekt okładki Studio KARANDASZ Skład i łamanie JOLAKS – Jolanta Szaniawska © Copyright by Poltext sp. z o.o. © Copyright by Akademia Leona Koźmińskiego Warszawa 2015 Wydanie publikacji zostało dofinansowane przez Akademię Leona Koźmińskiego Poltext sp. z o.o. 02-230 Warszawa, ul. Jutrzenki 118 tel.: 22 632-64-20 e-mail: [email protected] internet: www.poltext.pl ISBN 978-83-7561-517-3 SpiS treści Wprowadzenie �� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 7 Wykaz skrótów �� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 13 rozdział 1. Media publiczne W społeczeństWie deMokratycznyM �� � � � � � � � � � 15 1.1. oczekiwania społeczne wobec mediów � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 15 1.2. Media publiczne a rynek � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 28 1.3. Media publiczne w europie Środkowo-Wschodniej � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 35 1.4. nowe technologie a nadawcy publiczni – refleksja instytucji europejskich � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 41 rozdział 2. radiofonia publiczna a ład deMokratyczny �� � � � � � � � � � � � � � � � � � � � � � � � � � � � 45 2.1. radio w przestrzeni demokracji � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 45 2.2. radio lokalne – opozycja wobec radiofonii publicznej � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 47 2.3. radiofonia publiczna w komunikowaniu politycznym � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 52 2.4. regulacje prawne a procedury demokratyczne i praktyka komunikowania � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 55 rozdział 3. prograM – audytoriuM – rynek – finansoWanie �� � � � � � � � � � � � � � � � � � � 61 3.1. rodzaje programów radiofonii publicznych � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 61 3.2. Wiedza o audytorium radiowym: metody badań – typy audytorium – wzory korzystania z radia � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 70 3.2.1. Wiedza o odbiorze mediów a możliwości jego kontroli � � � � � � � � � � � � � � � � � � � � � � � � � � � 70 3.2.2. stan wiedzy o badaniach odbioru � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 77 3.2.3. Metody badań nad odbiorem radia � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 81 3.3. audytorium radiofonii publicznej w poszczególnych regionach europy � � � � � � � � � 83 3.4. finansowanie radiofonii publicznej a konkurencja rynkowa � � � � � � � � � � � � � � � � � � � � � � � 94 3.5. restrukturyzacja radiofonii publicznych � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 109 3.6. zarządzanie zmianą technologiczną w radiofonii publicznej � � � � � � � � � � � � � � � � � � � � � � 119 3.7. strategia rozwoju a przekształcenia organizacji produkcji publicznej organizacji radiowej � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 124 rozdział 4. Model radioWego nadaWcy publicznego W polsce �� � � � � � � � � � � � � 131 4.1. nowe wyzwania � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 131 4.2. kontekst działania radiofonii publicznej – rynek radiowy � � � � � � � � � � � � � � � � � � � � � � � � � 132 4.3. kontekst odbioru – audytorium radiowe w polsce � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 135 4.4. struktury instytucjonalne – obecna i alternatywna � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 142 4.5. struktura radiofonii publicznej i projekty jej zmian � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 152 rozdział 5. perspektyWy rozWojoWe radia �� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 155 5.1. zmiany krajobrazu radia w II dekadzie XXi wieku � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 155 5.2. radio i nowe technologie � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 159 5.3. nowe radio i praktyka komunikacyjna słuchaczy i użytkowników � � � � � � � � � � � � � � 164 5.4. architektura nowego radia a praktyki komunikacyjne słuchaczy-użytkowników � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 170 5.4.1. radio cyfrowe – problemy wprowadzania nowej technologii � � � � � � � � � � � � � � � � � 171 5.4.2. radio w internecie a nadawcy publiczni � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 187 5.4.3. podcasting � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 203 5.4.4. serwisy społecznościowe � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 206 5.4.5. aplikacje na urządzenia mobilne � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 208 5.5. przyszłość radiofonii publicznej i rynek a rewolucja technologiczna � � � � � � � � � � � 210 zakończenie �� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 217 bibliografia �� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 221 słowniczek pojęć �� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 237 WproWadzenie Współczesne radio, medium i instytucja zarazem, znajduje się obecnie u progu zasadniczych przeobrażeń. W dominującej ciągle jeszcze technologii analogowej w praktyce nie istnieje już możliwość poprawy jakości odbioru, a urządzenia analogowe stają się coraz droższe i trudniej dostępne aniżeli cyfrowe. Tymczasem cała produkcja radiowa odbywa się w technologii cyfrowej. Wyczerpane są także możliwości wzboga- cania oferty programowej ze względu na coraz większe zagęszczenie widma częstotliwości w systemie UKF FM. Radio stoi dzisiaj przed wieloma wyzwaniami, ale najważniejszym jest kwestia konwersji cyfrowej. W epoce, w której dominuje technolo- gia cyfrowa, radio, w dziedzinie transmisji, pozostało „wyspą analogo- wą” i najbliższe lata będą dla dystrybucji sygnału radiowego kluczowe. Wydaje się, że radio rozwija się równolegle w dwóch kierunkach: digi- talizacji dystrybucji i w sieci. Te dwa nurty rozwoju radia zasadniczo zmieniają rynek radiowy i organizacje obecne na tym rynku. Radio z po- wodzeniem wykorzystuje wiele możliwości rozwoju, w tym progra- mowe, jakie wnoszą nowe technologie informacyjne i komunikacyjne, przekraczając dotychczasowe ograniczenia związane z technologią analogową. Uznałem, że liderem tych zmian pozostanie radiofonia publiczna, tzn. ten szczególny model organizacji radiowej, który za sprawą BBC funkcjonuje w Europie blisko 100 lat, już to pozostając na antypodach komercjalizacji, już to ulegając tej tendencji, siłą rzeczy 8 R@dio publiczne w Europie: program – finansowanie – technologia – audytorium obniża poziom intelektualny i kulturalny swojej oferty programowej. W każdym razie, jak się wydaje, właściwe zrozumienie fenomenu radia zakłada jego uznanie jako współtworzącego wraz z innymi media- mi, przemysł kreatywny. Pogląd taki wynika z jednej strony z analizy struktur ekonomicznych i finansowych, a także instytucjonalnych, które tworzy radio, a także w kontekście produkcji radiowej i dystrybucji sygnału. Z drugiej strony, ze względu na fakt, że przekaz radiowy, a więc treści symboliczne, wnosząc specyficzny wkład do procesu komunikacji, reprodukują system znaczeń społecznych i kulturowych. Przemysł radiowy wyraźnie przeobraża się w struktury sieciowe i multimedialne. Składają się nań dwa elementy pozostające wobec siebie w pewnych zależnościach i oddziaływaniach: zasięg społeczny i terytorialny oraz treść przekazu i jego promocja, które kreują trzeci – strukturę organizacji
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