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Baza Podataka Monitoringa Izabranih Komercijalnih TV Stanica U Crnoj Gori

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Baza Podataka Monitoringa Izabranih Komercijalnih TV Stanica U Crnoj Gori Crna Gora AGENCIJA ZA ELEKTRONSKE MEDIJE BAZA PODATAKA - MONITORING PROGRAMA IZABRANIH KOMERCIJALNIH TV STANICA U CRNOJ GORI - Podgorica, maj 2012. godine Uvod U skladu sa svojim nadležnostima propisanim Zakonom o elektronskim medijima (član 12, tačke 1, 9 i 10), kao i Planom rada AEM za 2012. godinu, u Agenciji je odlučeno da se izvrši uvid u obim i kvalitet primjene izabranih programskih i standarda u oblasti tzv. komercijalnih audiovizuelnih medijskih usluga (oglašavanje, telešoping…). Izabrani standardi odnose se na propisane atribute prakse koji u svojoj osnovi imaju konvencionalni karakter i ne tiču se zaštite krucijalnih i trajnih vrijednosti (osnovna i neotuđiva ljudska prava i slobode u svim njihovim aktuelnim modalitetima), već je njihova namjena postizanje određenih ciljeva koji su rezultat (internacionalnog) “konsenzusa”/dogovora/odluke o potrebi adekvatne zaštite i promocije opšteprihvaćenih javnih vrijednosti i interesa u aktuelnom istorijskom trenutku (zaštita interesa građanina kao potrošača/korisnika u brojnim modalitetima). Odluka da se u fokus pažnje stavi implementacija takvih standarda motivisana je činjenicom da je riječ o standardima čije nepoštovanje ne škodi značajno, direktno i trenutno javnom interesu, uz to nijesu lako i odmah uočljivi, pa nijesu u kontinuitetu predmet pažnje niti gledalaca niti regulatora (Na primjer, govor mržnje ili rasistička izjava se lako i momentalno uočavaju i na njih se promptno i oštro reaguje u cilju zaštite vrhunskog interesa demokratskog društva; s druge strane, ukoliko se u igranom filmu emituju dva reklamna bloka u razmaku od 26 minuta i 14 sekundi /a propisano je da razmak mora iznositi najmanje 30 minuta/, takvi “prekršaji” nijesu predmet svakodnevne i neprekidne pažnje i registruju se samo ciljnim monitoringom). U skladu sa takvim opredjeljenjem, odlučeno je da se izvrši detaljan uvid u primjenu ovih standarda na osnovu rezultata monitoringa koji će izborom standarda, medija i vremenskog okvira obezbijediti reprezentativnost uzorka i pouzdanu osnovu za validno zaključivanje. U takvom kontekstu, izabrano je osam najuticajnijih domaćih TV stanica; monitoring implementacije odabranih programskih standarda vršen je u periodu od sedam dana, u trajanju 24 sata; monitoring implementacije standarda u komercijalnoj AVM komunikaciji vršen je u trajanju od sedam dana, u periodu tzv. prime time - od 18 do 23 sata. U ovako postavljenim okvirima, predmet pažnje su bili programi osam komercijalnih TV emitera opšteg televizijskog programa u Crnoj Gori: TV Atlas, TV Vijesti, TV Elmag, TV IN, TV MBC, NTV Montena, TV Pink M i TV Prva. U sadržinskom smislu, predmet pažnje bila je primjena izabranih standarda i to: I Programskih standarda sadržanih u Zakonu o elektronskim medijima Crne Gore i pravilnicima Agencije za elektronske medije: 1. Procenat sopstvene produkcije u odnosu na ukupni emitovani program (Član 11. Pravilnika o uslovima za određivanje programskih sadržaja koji se smatraju sopstvenom produkcijom /"Sl.list Crne Gore, br.48/11"/ kojim je propisano da je emiter opšteg televizijskog programa dužan da obezbijedi da programi u sopstvenoj produkciji čine najmanje 10% mjesečnog vremena emitovanja). 2. Trajanje i struktura emitovanog informativnog programa (Član 59 stav 5 Zakona o elektronskim medijima /"Sl.list CG", br. 46/10, 40/11 i 53/11/ kojim je propisano da je emiter dužan da dnevno emituje informativni program u trajanju od najmanje 30 minuta , u okviru kojeg najmanje jednu informativnu emisiju u trajanju od najmanje 20 minuta ). II Standarda u oblasti komercijalnih AV komunikacija , sadržanih u Zakonu o elektronskim medijima Crne Gore i pravilnicima AEM, i to: 1. Oglašavanje i telešoping po satu emitovanog programa (Članom 41 stav 2 Pravilnika o komercijalnim audiovizuelnim komunikacijama /"Sl.list Crne Gore“, br.36/11/ propisano je da u jednom satu programa komercijalnog emitera ne smije biti emitovano više od 20% (12 minuta) oglasa i telešopinga). 2 2. Oglašavanje u informativnom programu (Članom 44 Pravilnika o komercijalnim AVM komunikacijama propisano je da se, ukoliko informativne emisije na TV stanicama traju duže od 30 minuta, oglasne poruke mogu emitovati isključivo između djelova /informativno politički, sportski i vremenska prognoza/, najviše jednom, u maksimalnom trajanju do 60 sekundi). 3. Oglašavanje u programima kraćim od 30 minuta (Članom 43. Pravilnika o komercijalnim audiovizuelnim komunikacijama propisano je da oglasi i telešoping ne smiju biti uključeni u programe koji traju 30 minuta ili kraće). 4. Oglašavanje u televizijskim filmovima (Članom 50. stav 1 Pravilnika o komercijalnim AVM komunikacijama propisano je da emitovanje televizijskih filmova i kinematografskih radova može biti prekinuto jednom na svakih 30 minuta radi emitovanja oglasa i/ili telešopinga). 5. Vremenski razmak između oglasnih blokova unutar programa (Članom 50. stav 3 Pravilnika o komercijalnim AVM komunikacijama propisano je da, ako se programi prekidaju emitovanjem oglasa, između dva bloka emitovanja mora proći najmanje 20 minuta). Monitoring je izvršen u periodu od 06. do 12. maja 2012. godine. Cilj utvrđivanja činjeničnog stanja u pomenutim tematskim područjima je da se, na osnovu dobijenih kvantitativnih podataka, izradi analiza kojom će se: - Utvrditi stepen primjene izabranih standarda u programima izabranih medija; - Obezbijediti neophodna činjenična osnova za meritorno testiranje efekata praktične primjene jednog broja odredbi nedavno usvojenog Zakona o elektronskim medijima, u okolnostima temeljno promijenjenog normativnog okvira i brzih sadržinskih i tehnoloških promjena u globalnoj dinamici razvoja u oblasti pružanja AVM usluga; - Uočiti pojave i trendove koji mogu biti indikator eventualnih korekcija u ostvarivanju specifične uloge medija kao protagoniste javnih vrijednosti u uslovima tržišnog karaktera njihove ekonomske pozicije; - Pomoći medijima da sagledaju realne pokazatelje sopstvenih, a posebno parametara i pokazatelja drugih medija na planu implementacije ovih standarda, kako bi, ukoliko ocijene cjelishodnim unaprijedili svoje ukupno djelovanje, poslovanje i usklađenost svojih programa sa normativnim okvirom. Ostvarivanje pomenutih ciljeva posebno dobija na značaju u uslovima aktuelne domaće društvene stvarnosti u kojoj su profesionalni standardi medija predmet regulisanja isključivo pravnog okvira, bez izuzetno značajnog doprinosa samoregulacije kao nezamjenjivog korektivnog faktora. Dokumentaciona osnova koja slijedi predstavlja bazu podataka stvorenu na osnovu monitoringa emitovanog programa navedenih emitera u navedenom vremenskom periodu. Ona je, u cilju lakšeg korišćenja, organizovana u formi detaljnog tabelarnog prikaza emitovanog programa po danima. Baza podataka sadrži pregled svih emitovanih programskih sadržaja u sopstvenoj produkciji, sadržaje iz oblasti komercijalne AV komunikacije (oglasi i telešoping) u prime time periodu, kao i sve sadržaje u kojima je registrovano odstupanje od propisanih standarda čija je primjena bila predmet monitoringa. Ovako strukturirana baza prikupljenih podataka korišćena je kao dokumentaciona osnova za izradu analitičkih materijala koji sadrže činjenične pokazatelje, komentare, zaključke i preporuke u vezi sa relevantnim segmentima tretirane problematike. 3 BAZA PODATAKA MONITORINGA PROGRAMA KOMERCIJALNIH TV STANICA TV ATLAS 06.05.2012. TRAJANJE NAZIV PROGRAMA UKUPNO TRAJANJE OGLAŠAVANJE U OGLAŠAVANJE U UKUPNO TRAJANJE OGLAŠAVANJE U RAZMAK IZMEĐU OD DO INFORMATIVNOG OGLAŠAVANJE 18-23 INFORMATIVNOM PROGRAMIMA KOJI TRAJU SOPSTVENE PRODUKCIJE FILMSKOM PROGRAMU OGLASNIH BLOKOVA PROGRAMA PROGRAMU KRAĆE OD 30 MINUTA Forum - R 1:07:30 1:28:17 0:20:47 0:20:47 0:00:00 Bez uputa - R 1:30:51 2:36:48 1:05:57 1:05:57 0:00:00 I love my car - R 2:45:39 3:09:19 0:23:40 0:00:00 0:00:00 Atlas sport - R 3:10:57 3:14:15 0:03:18 0:00:00 0:00:00 Show room - R 3:23:23 3:47:39 0:24:16 0:00:00 0:00:00 5 do 5 - R 3:48:03 3:56:21 0:08:18 0:00:00 0:00:00 Sabirni centar - R 4:24:59 5:08:51 0:43:52 0:00:00 0:00:00 Kopnena brigada 15:00:22 15:24:15 0:23:53 23:53:00 0:00:00 oglasi 18:00:38 18:01:18 0:00:00 0:00:00 0:00:40 Forum 18:01:18 18:22:27 0:21:09 0:21:09 0:00:00 Vikend film 18:23:07 18:49:18 0:00:00 0:00:00 0:00:00 0:26:11 oglasi 18:49:19 18:50:10 0:00:00 0:00:00 0:00:51 Vikend film 18:50:10 19:22:58 0:00:00 0:00:00 0:00:00 oglasi 19:22:58 19:23:50 0:00:00 0:00:00 0:00:52 0:32:48 Vikend film 19:23:50 19:54:24 0:00:00 0:00:00 0:00:00 oglasi 19:54:24 19:56:10 0:00:00 0:00:00 0:01:46 0:30:34 Vikend film 19:56:10 20:36:15 0:00:00 0:00:00 0:00:00 Vikend film 2 20:36:15 20:56:49 0:00:00 0:00:00 0:00:00 0:20:34 oglasi 20:56:49 20:57:56 0:00:00 0:00:00 0:01:07 Vikend film 2 20:57:56 21:16:24 0:00:00 0:00:00 0:00:00 oglasi 21:16:24 21:17:46 0:00:00 0:00:00 0:01:22 0:18:28 Vikend film 2 21:17:46 21:42:47 0:00:00 0:00:00 0:00:00 oglasi 21:42:47 21:44:02 0:00:00 0:00:00 0:01:15 0:25:01 Vikend film 2 21:44:02 22:06:09 0:00:00 0:00:00 0:00:00 Show room 22:07:16 22:28:28 0:00:00 0:00:00 0:00:00 oglasi 22:28:28 22:29:09 0:00:00 0:00:00 0:00:41 4 Show room 22:29:09 22:36:56 0:00:00 0:00:00 0:00:00 0:29:40 Vikend film 3 22:37:06 22:58:38 0:00:00 0:00:00 0:00:00 0:21:32 oglasi 22:58:38 23:00:19 0:00:00 0:00:00 0:01:41 Vikend film 3 23:00:19 23:51:48 0:00:00 0:00:00 0:00:00 0:51:29 Vikend film 3 23:52:43 0:00:00 0:00:00 0:00:00 0:00:00 3:55:10 1:40:53 0:10:15 Umanjiti ukupan iznos oglašavanja za 19 sekundi - termin preko 23:00 časa 0:09:56 5 TV IN 06.05.2012.
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