PRZYSZŁOŚĆ RYNKU TELEWIZYJNEGO POTENCJAŁ, OCZEKIWANIA, MOŻLIWOŚCI
THE FUTURE OF THE TELEVISION MARKET POTENTIAL, EXPECTATIONS, POSSIBILITIES

Summary/Abstract: Complexities in the mass MM system and changes in the way media content is consumed are impacting the traditional TV market and identifying opportunities and challenges. Material and methods: The article uses non-reactive research methods, a critical analysis of the available literature on the subject and a scenario method regarding the future of TV on the video market. Results: TV content consumption is becoming increasingly mobile, and people often use social media while watching television, a practice known as multitasking. This is a challenge for broadcasters who must adapt their content to this changing way of consumption. Legislation also influences the television market, protecting both broadcasters and consumers of video content. European broadcasters have the opportunity to introduce new business models. Conclusions: The main conclusions from a analysis of the tv market areas concern traditional broadcasters, which should adapt to this trend and invest in original content to attract viewers.

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