Тенденции на рекламата в глобален аспект и мястото й на медийния пазар
Trends in global advertising and its place in the media market

Summary/Abstract: The internationalization of the media market, programme liberalization and the reduction in public scrutiny can be examined from two different perspectives. On one hand, this provides the public with a greater freedom of choice. Viewers and listeners are not forced to watch TV channels "authorized by the State". On the other hand, we can ask whether this new media order really does offer freedom of choice and more variety. Television programmes have become an international product, traded via commercial companies within fierce market competition, which lacks adequate funding.

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