INFLUENCE OF ADVERTISING SPACE SALES ON INFORMATION MEDIA CONTENT AND FINANCIAL PERFORMANCE OF CROATIAN NATIONAL TV STATIONS
INFLUENCE OF ADVERTISING SPACE SALES ON INFORMATION MEDIA CONTENT AND FINANCIAL PERFORMANCE OF CROATIAN NATIONAL TV STATIONS

Summary/Abstract: Due to the financial crisis that influenced advertising space sales, noticeable changes have emerged in informative content and production quality of the Croatian national-level TV stations. To determine the impact of these changes on the financial performance, the authors gave an overview of TV stations advertising literature, conducted research on the financial position of national level TV stations that produce informative content and carried out a depth interview with relevant professionals in this industry. The results showed that private national-level TV stations are less burdened with financing, as besides the financial institutions, they use intergroup financing. In comparison to the private sector, in terms of politics, public pressure, and legislation that imposes exact limitations on available advertising space and program content, the Croatian public TV station business environment was found unfavorable as to the possibility of increasing advertising space sales and hence revenue of public TV stations.

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