Televizija u novomedijskom okruženju
Television in a New Media Environment

Summary/Abstract: The first decade of the 21st century has brought about comprehensive changes for media and communications in general. The new multimedia landscape has broken traditional boarders between telecommunications, the audiovisual industry, and information technology. Still, the border between traditional and new media is quite defined, yet there exists a tendency to mitigate it. Changes in media content production will play the dominant role in that process, as well the fact that the three-step flows of communication encompass new configurations of one-to-one, one-to-many, and many-to-many communication across the online/offline divide. In such processes of development and transformation, video content, once reserved exclusively for film and television using the one-way channel of communication (from content provider to viewers), now plays an increasingly important role. New media provides opportunities for video content to use three-step flows of communication, which subsequently enables space for new video genres and formats. This article presents the results of the study entitled, ”Media Accountability”, and compares them with the author’s own research on television news and with Forrester’s research on youth as a media audience. Finally, this article provides insights on the future of television as a medium and its existence as a traditional medium.

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