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Strategije I Mogu}Nosti U Pet Zemalja Jugoisto~Ne Evrope

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Strategije I Mogu}Nosti U Pet Zemalja Jugoisto~Ne Evrope JAVNI TELEVIZIJSKI SERVIS U DIGITALNOM DOBU: Strategije i mogu}nosti u pet zemalja jugoisto~ne Evrope Sarajevo, 2008. Naslov: JAVNI TELEVIZIJSKI SERVIS U DIGITALNOM DOBU: STRATEGIJE I MOGU]NOSTI U PET ZEMALJA JUGOISTO^NE EVROPE Projekt je realiziran u okviru projekta Mre`e za profesionalizaciju medija u Jugoisto~noj Evropi (SEENPM) "Kolizija i saradnja, interesi medijskog biznisa i potrebe javnosti u Jugoisto~noj Evropi", uz podr{ku organizacije International Media Support i Ministarstva vanjskih poslova Kraljevine Danske. Izdava~: MEDIACENTAR Sarajevo, Kolodvorska 3, 71000 Sarajevo, Bosna i Hercegovina, www.media.ba. Za izdava~a: Borislav KONTI] Urednik: Miklós SÜKÖSD i Adla ISANOVI] Autori: Adla ISANOVI], Miklós SÜKÖSD, Marko MILOSAVLJEVI^, Orlin SPASSOV, Zrinjka PERU[KO, Helena POPOVI], Mirjana MILO[EVI], Tanja PETROVI] Koordinatorica projekta: Adla ISANOVI] Tehni~ka urednica: Sanela HOD@I] Prijevod: Kanita HALILOVI], Milena MARI]-VOGEL, Svjetlana PAVI^I] Lektura: Sulejman BRKA Dizajn: Samira SALIHBEGOVI] Stavovi i mi{ljenja koji su izneseni u knjizi su stavovi i mi{ljenja autora i ne predstavljaju nu`no stavove i mi{ljenja Mediacentra Sarajevo, niti njegovih donatora. CIP - Katalogizacija u publikaciji Nacionalna i univerzitetska biblioteka Bosne i Hercegovine, Sarajevo 316.774 : 654.197] : 004 (497.1/ .6) (082) PUBLIC service television in the digital age : strategies and opportunities in five South-East Europian countries / [authors Adla Isanovi} … [et al.] ; edited by Miklós Sükösd and Adla Isanovi}] . - Sarajevo : Mediacentar, 2008. - 324 str. : graf. prikazi ; 17 x 17 cm The authors: str. 316-319. - Bibliografija: str. 311-315 i uz tekst ISBN 978-9958-9417-7-1 1. Isanovi}, Adla COBISS.BH-ID 16536070 Ova knjiga je objavljena u okviru SEENPM-a, Mre`e za profesionalizaciju medija u Jugoisto~noj Evropi www.seenpm.org Objavljivanje knjige su podr`ali organizacija International Media Support i Ministarstvo vanjskih poslova Kraljevine Danske SADR@AJ Adla ISANOVI] i Miklós SÜKÖSD: NEIZVJESNA BUDU]NOST: JAVNI TELEVIZIJSKI SERVIS I DIGITALNO DOBA U PET ZEMALJA JUGOISTO^NE EVROPE 7 Marko MILOSAVLJEVI^: MOGU LI TEHNI^KE POTREBE DIKTIRATI KULTUROLO[KI I JAVNI INTERES? PROGRAM JAVNOG SERVISA I DIGITALNA ERA U SLOVENIJI 37 Orlin SPASSOV: JAVNI TELEVIZIJSKI SERVIS U BUGARSKOJ NA KRAJU ANALOGNOG DOBA 93 Zrinjka PERU[KO i Helena POPOVI]: OD TRANSMISIJE DO JAVNOG DOBRA: MEDIJSKA POLITIKA ZA DIGITALNO DOBA U HRVATSKOJ 133 Mirjana MILO[EVI] i Tanja PETROVI]: KASNI PO^ECI DIGITALNE TELEVIZIJE U SRBIJI 181 Adla ISANOVI]: HO]E LI TELEVIZIJA PRENOSITI DIGITALNU REVOLUCIJU? RAZMI[LJANJA O BUDU]NOSTI PROGRAMA JAVNIH SERVISA U BOSNI I HERCEGOVINI 227 O AUTORICAMA I AUTORIMA 303 NEIZVJESNA BUDU]NOST: JAVNI TELEVIZIJSKI SERVIS I DIGITALNO DOBA U PET ZEMALJA JUGOISTO^NE EVROPE Adla ISANOVI] i Miklós SÜKÖSD Adla ISANOVI] Miklós SÜKÖSD Digitalni izazov za TV-emitere Iako uspon novih tehnologija nije okon~ao gledanje televizije, zasigurno ga je transformisao. Uzajamno djelovanje tehnolo{kih promjena (u proizvodnji, distribuciji i prijemu medijskog sadr`aja), tr`i{nih promjena (internacionalizacija, komercijalizacija i koncentracija), te promjena u pona{anju publike, koje sve zajedno stvaraju nove uvjete za tradicionalne medijske aktere, dovodi samu ideju komunikacija pred izazove i mijenja svaki aspekt ponude, prijema i kori{tenja programa. Svjedoci smo i `ivimo u sredi{tu su{tinskog procesa kojim se mijenja odnos me|u tehnologijama, industrijama, tr`i{tima, `anrovima i publikama. Neki od tih izazova su obe}avaju}i i donose prednosti za konzumente, medije, komunikacijske industrije i dr`ave. Me|u prednostima za publiku su ve}i izbor i bolji tehni~ki kvalitet prijenosa slike i zvuka za konzumente, prijenosni i mobilni televizijski prijem, interaktivne i participatorne medijske tehnologije, prijenos mo}i s onih koji odre|uju raspored emitovanja i emitera na publiku/korisnike medijskog sadr`aja i usluga. I mediji i komunikacijske industrije imaju korist od procesa digitalizacije: stvaranje perspektive i za hardver i za programe zahvaljuju}i digitalnoj kompresiji i univerzalnosti formata, konvergencija usluga, ni`e cijene prijenosa i globalizacija distribucije digitalnog sadr`aja. Neke od koristi za dr`ave su efikasnija upotreba frekvencijskog spektra i mogu}nost dopiranja do stanovni{tva koje `ivi u podru~jima u kojima trenutno nije u mogu}nosti primati signal zbog ograni~enja spektra, dok je 8 ve}i pristup programima za manjine jedna od dodatnih vrijednosti digitalizacije. NEIZVJESNA BUDU]NOST: JAVNI TELEVIZIJSKI SERVIS I DIGITALNO DOBA U PET ZEMALJA JUGOISTO^NE EVROPE Drugi izazovi digitalizacije se istovremeno mogu smatrati i prijetnjom. Me|u mogu}im nedostacima su dru{tvena isklju~enost (tj., neki pripadnici dru{tva je, mo`da, sebi ne mogu priu{titi), izuzetna iscjepkanost publike, kao i iscjepkanost javne sfere, smanjenje dru{tvene i nacionalne integrativne uloge medija, pad prihoda od reklamiranja zbog izuzetne iscjepkanosti tr`i{ta ({to bi medijske ku}e moglo prisiliti da potra`e druge izvore prihoda), medijska koncentracija itd. Kada se govori o radiodifuziji u digitalnom dobu, rasprave su uglavnom usmjerene na pitanje uvo|enja digitalne televizije. Predvi|eno je da digitalizacija emitovanja, tj., zamjena analogne televizije, u mnogim evropskim zemljama bude okon~ana do 2012. godine, a u ostalim najdalje od 2015. Nakon 17. juna 2015. godine evropske zemlje vi{e ne}e imati potrebu {tititi analogne servise susjednih zemalja. Analogni signal }e biti isklju~en, {to }e neizbje`no utjecati na cijeli lanac medijske industrije, od davalaca sadr`aja i usluga do publike. Novi trendovi kojima se preure|uje cijela medijska slika predstavljaju naro~it izazov za javne radio-televizijske servise, jer ne samo da se mijenjaju tehni~ki uvjeti njihovog rada ve} je nu`no i odre|ivanje novog koncepta njihove tradicionalne uloge i ciljeva. "^ak je i sama ideja javnih servisa dovedena u pitanje. U toku je proces pretvaranja "javnosti" u konzumente. Vode se rasprave o tome kakve "usluge" treba ponuditi, dok "emitovanje" sada predstavlja samo dio aktivnosti."1 (Nissen, 2006) Tokom historije evropskih javnih RTV servisa u vi{e navrata vodile su se rasprave o definiciji i opravdanosti javnih servisa, a sada su rasprave ove vrste pro`ete argumentima o utjecaju digitalizacije.2 1 Nissen, C. S. Public Service Media in the Information Society (Javni medijski servisi u informacionom dru{tvu). Izvje{taj pripremljen za Grupu specijalista za javne RTV servise u informacionom dru{tvu Vije}a Evrope (MC-S-PSB), 2006, str. 8. 2 Za vi{e informacija, pogledajte Nissen, C. S. Public Service Media in the Information Society (Javni medijski servisi u informacionom dru{tvu). Izvje{taj pripremljen za Grupu specijalista za javne RTV servise u informacionom dru{tvu Vije}a Evrope (MC-S-PSB), 2006. 9 Adla ISANOVI] Miklós SÜKÖSD Povrh toga, tu su i vanjski pritisci doma}ih i transnacionalnih aktera (tj., komercijalnih medijskih ku}a), kao i me|unarodnih institucija, kao {to je Svjetska trgova~ka organizacija, "koje kao da `ele da se odnose prema televiziji, ~ak i kulturi, kao prema samo jo{ jednoj robi".3 Iscjepkanost publike, pad gledanosti javnih RTV servisa, slabljenje integrativne uloge javnih servisa te opadanje javne podr{ke za javne servise mogli bi dodatno dovesti u pitanje obaveznu RTV taksu i javno finansiranje. Time se budu}nost javnog servisa stavlja pod veliki upitnik i navodi mnoge da se zapitaju da li je javni servis gotov. Ipak, postoje i oni koji tvrde da potreba za javnim medijskim servisima ne}e nestati u novom kontekstu. Kao {to nas podsje}a Marko Milosavljevi~, "mno{tvo kanala automatski ne donosi pluralitet izvora i sadr`aja. Razlog za postojanje javnog RTV servisa ostaje isti kao {to je i danas".4 Polazna pretpostavka na{eg istra`ivanja je da }e nam i dalje biti potrebne javne vrijednosti i zastupanje interesa javnosti u medijskim uslugama kao sredstvu dru{tvene, kulturne i politi~ke povezanosti u demokratskom dru{tvu. Tako|er smo pretpostavili da komercijalni davaoci medijskog sadr`aja nisu u stanju sami vr{iti tu funkciju i da se javni servisi stoga moraju strate{ki suo~iti s novim izazovima, ~ime bi se omogu}ila njihova odr`ivost i razvoj u digitalnom okru`enju. Na{e istra`ivanje je imalo dva glavna pitanja: U kojoj su mjeri javni servisi u pet odabranih zemalja 3 EUMAP, "Television across Europe: Regulation, Policy and Independence" (Televizija u Evropi: Regulativa, politika i nezavisnost), (Bosna i Hercegovina). Institut otvorenog dru{tva (EU Monitoring and Advocacy Program - EUMAP/Program za monitoring i zagovaranje EU-a - EUMAP), 2005, str. 38-39. 4 M. Milosavljevi~, "Mogu li tehni~ke potrebe diktirati kulturolo{ki i javni interes? Program javnog servisa i digitalna era u Sloveniji", u M. Sükösd i A. Isanovi} (ur.) Javni televizijski servis u digitalnom dobu: 10 Strategije i mogu}nosti u pet zemalja jugoisto~ne Evrope, Mediacentar Sarajevo, 2008. NEIZVJESNA BUDU]NOST: JAVNI TELEVIZIJSKI SERVIS I DIGITALNO DOBA U PET ZEMALJA JUGOISTO^NE EVROPE Jugoisto~ne Evrope spremni da se suo~e s novim izazovima? Koje aktivnosti i politike su potrebne za osiguranje opstanka i razvoja javnih televizijskih servisa u digitalnom okru`enju? Izazovi za javne televizijske servise u Centralnoj i Jugoisto~noj Evropi U mnogim zemljama Centralne i Isto~ne Evrope ovi izazovi su jo{ izrazitiji i smje{teni su u kontekst politi~ke, ekonomske, dru{tvene i kulturne transformacije u biv{im komunisti~kim zemljama. Kao {to Jakubowicz ukratko prikazuje: U medijskoj oblasti, kao i drugdje, postkomunisti~ka transformacija zna~i suo~avanje zemalja Centralne i Isto~ne Evrope s velikim politi~kim optere}enjima. U ovom konkretnom slu~aju imaju neizbje`an zadatak da ~etiri vijeka dono{enja zakona i politika o medijima provedu u nekoliko decenija - od teme slobode govora u 17. vijeku, pa sve do teme informacionog dru{tva u 21. vijeku. To nije lako uraditi, niti na nivou politike niti, na prvom mjestu, na prakti~nom nivou, kada se od zemlje o~ekuje da presko~i nekoliko faza u razvoju svoje medijske industrije radi ispunjenja uglavnom ekonomskih i telekomunikacijskih ciljeva koji su formulisani - kao {to je slu~aj s digitalnim prelaskom - kao odgovor na druga~iji niz okolnosti od onih s kojima se oni bore.
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