The survival of commercial television stations with national coverage

Abstract

During the last twenty years, the rise of the Internet has brought us new forms of informing, entertainment and education. New ways to use traditional media were also developed, that were much better suited to the needs of the public. New technologies and services like TiVo, pay-per-view, podcasts and torrents made it possible for the audiences to access content at whatever time suited them best, often with the possibility to skip commercials. The viewers now have so many ways to fulfill their specific interests using the Internet that they don't have to settle for television programs that are created to attract a wide audience and cater to some sort of 'general taste'. Advertisers also recognized this new trend, and realized that they can reach their target groups much better through the Internet. This new situation threatens commercial television stations with the possibility of extinction. That is why they need to adapt to this fast-changing environment, and find ways to successfully coexist with all the possibilities that the Internet offers. One of the main adjustments that have to be made is switching from broadcasting to narrowcasting. Narrowcasting is the idea of creating programs for specific groups of viewers, rather than for the general public. This would enable television stations to connect advertisers to their target groups instead of trying to connect them with undefined mass audiences. In addition to two state owned television channels there are currently four commercial television stations in Serbia that have national coverage, and none of them use narrowcasting to the extent that they should. The only way for them to survive is to change their programming methods. Another crucial step in modernizing Serbian television channels is increasing their online activities. The first thing they need to do is to make their websites more interactive, and try to make some of their shows available online. That way there will be less demand for obtaining them illegally through torrent websites, and the stations will be able to learn more about their online viewers and integrate advertisements onto their website for added revenue. Being active on social media sites is also important for creating a deeper connection with viewers. Research has shown that creating 'online buzz' increases ratings. It also enables producers to get direct feedback, even during live broadcasts. This proves that websites like Facebook and Twitter can be a valuable place to learn about viewers and their thoughts about different programs. Social media can also be used to increase interest for certain programs by posting behind the scenes video material, exclusive interviews or previews for upcoming episodes. Even if all these steps are completed, advertisers will still be aware that the majority of viewers will find a way to skip their advertisement. That's why stations have to work together with advertising agencies to revise the whole concept of television ads. One of the possibilities is producing longer commercials that are interesting and tell a story, that the viewers will actually want to watch. If only a few of these ads were shown during each break, they would create a better effect than a larger number of traditional ads that viewers automatically lose interest in. Product placement will also remain a good way to advertise and make sure that the product is seen, but it needs to follow a number of guidelines that the European Union insists upon. Due to this new media landscape that is constantly changing, the future of television as we know it is very unpredictable. Broadcasters need to adopt new ways of embracing these changes in order to keep up, and ensure that audiences stay interested in what they have to offer. This paper analyzes some of the ways with which television stations around the world are trying to stay afloat. Serbian television stations need to implement these new principles in order to prepare for the challenges that they will face in the near future.