The thesis analyzes the marketing strategies of public television media, focusing on Croatian Radiotelevision, in the context of changes in the media market, analyzing digital transformation and strengthening streaming platforms. Special emphasis in the thesis is placed on the decline in advertising revenue at HRT and the identification of key factors influencing this trend, such as the global financial crisis, changes in legislation, the emergence of new media, and changes in viewer habits. Relying on theories of strategic management, Porter's five forces model and SWOT analysis, the thesis analyzes the position of HRT in the media environment today and in comparison to ten years ago. Further emphasis is placed on the impact of digital platforms and streaming services on the media market, and the thesis points to the challenges facing HRT and the opportunities opening up for it in the digital age. The thesis proposes integrated marketing strategies that would help HRT strengthen its brand, increase viewership, advertising revenue and maintain its leading position in the industry. The thesis concludes that HRT is in a challenging position, but with clearly defined strategies and adjustments to its operations in line with current trends, it can strengthen its brand, maintain its relevance and find its place in the changing media environment.