Prelazak televizije u ligu novih medija u BiH. Kako se televizija transformisala u medij nastupajućeg milenija?
THE TRANSITION OF TELEVISION TO THE LEAGUE OF NEW MEDIA IN BIH HOW DID TELEVISION TRANSFORM INTO THE MEDIA OF THE NEW MILLENNIUM ?

Summary/Abstract: How did the Internet, as new media, influenced television, the most significant representative of traditional mass media? After initial hostilities, programming concepts of the television focused on entertainment production, which showed as most productive in a financial sense. In this way, facing the Internet, television survived in its original form. What’s happening after this initial phase? Are we using more of new media or television? We have researched the position of television in competition with new media. Our hypothesis: TV as a mass media survived the attack of new media with increaseing of entertainment production – producing a market – oriented audience. The arrival of personal media in BiH was the same as the arrival of the mass media - with a delay, but with a quick catch. Currently, over half of the population uses a mobile phone, and according to the latest research, almost a million people have access to the Internet. BiH results of using new media are following footsteps of European average. In Bosnia and Herzegovina, the public media service today theoretically represents a part of the space of the ideal public sphere. At the same time, the global media world is ruled by several powerful transnational companies. Television BiH practice, whether public or commercial; it is inexorably drawn into global movements. Our issue with that is the capability of local/domestic user to critically capable and media literate selects/filters out its sources. Technically, the network is operating without any issue in all BiH cities, but internal communication within those cities is not full of realizations from public spheres, but a sum of efforts without actual and concrete reaches. At the same time, an unexpected toughness of television under the burst of the new media has been recorded. Results are indicating that massive attention has been given to fun content on TV, especially in the youth population. Omnipresent reality content and the possibility of watching programs „on-demand“ is, according to our finding, one of the key reasons for today’s success of television, but at the same time for local program consumers. Since the beginning of the millennium, the Internet has continued to grow, but television has suddenly become the main media for advertising. So the TV is not defeated? No, on the contrary, TV screens are never stronger! The TV audience switched to the Internet, but the Internet switched to television in a phenomenal turn. Evidently, Television went through its inevitable tragic destiny of mass media that was supposed to perish after the Internet burst. Taking a closer look at television stand compared to new media shows increased production of tv fun as the first response to conflict with the Internet. After the technological peace and fusion with the Internet, now „smart“ television has imposed itself to the marketing industry as the first choice when it comes to plan and costs projection. The press and the radio had nothing to offer to move to the League of New Media. That is why they experienced only their electronic - virtual version. Television managed to impose its huge and attractive screens (more attractive and visible than computer screens), which in fact „paid“ for the entry of the League of New Media. The way how the Internet and television merged leads us to the conclusion that television has crossed from the League of mass media to the New Media League.

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