Предизвикателствата пред медиите в процеса на дигитална трансформация
Challenges for media in the digital transformation process

Author(s): Aneta Milkova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: digital transformation; media content; freedom of speech
Summary/Abstract: The digital transformation in the media began in the 1990s with the targeted policy of the European Union institutions to introduce terrestrial digital television broadcasting in the EU Member States. In 2006, a European Terrestrial Digital Broadcasting Plan was established, the so-called Terrestrial Digital Broadcasting Plan. “Geneva Plan 2006”. The introduction of terrestrial digital television broadcasting was supposed to ensure more efficient use of the frequency spectrum, the possibility of a better quality of the programs distributed, the offering of new services to consumers, etc. This historic transition in the development of television, from analog terrestrial broadcasting to digital terrestrial broadcasting, has been paralleled by much criticism and doubt about its effectiveness. In 2013, on the verge of digitizing TV broadcasts in Bulgaria, the multiplex facilities achieved the highest percentage of coverage by population in the EU countries (95% at that time, and by 2024 96.2%), along with the fact that experts faced a serious problem – the lack of media content to be distributed through multiplexes. Today, in 2024, media experts are engaging their attention with the digital transformation of media in general, and again the technical and technological environment in which media content is created and distributed is at the forefront. But more and more clearly on the horizon is the problem with media content and this time it is not the lack of content, but the risks to freedom of speech in it.

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