Luka niedoboru a media publiczne – szanse i zagrożenia
GAP OF SHORTAGE AND PUBLIC MEDIA – OPPORTUNITIES AND THREATS

Summary/Abstract: Polish public media companies are facing strategic choices which are promising but difficult to implement. These exceptional opportunities are especially important to the regional media and they refer to both the Polish Television as well as the radio stations. They result from the deepening of the strategic gap created as a consequence of the erosion of the competitive advantages of traditional providers of media content, particularly regional press. In the face of a lasting trend of dropping sales and readership (and consequently advertising revenue) of newspapers and their weak position in the new media, there is now space for development which can, and should be, filled by the public media. The use of this strategic opportunity may accept the obligations of the public media – which result from their public mission – with providing high – quality media content and it should be based on the strategy of public media companies “the television and radio interactions”.

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