| Abstract | Televizija je kao medij postala jedna od najvažnijih stvari u današnjem svijetu informiranja i življenja, ali i poslovanja. Televizija kao pojava obilježila je 20. stoljeće te se smatra jednim od najvećih tehnoloških dostignuća. Ona ispunjava brojne uloge – društvenu, komunikacijsku, kulturnu, zabavnu i druge. Važnost televizije je velika – informacije i vijesti prenose se brzo i jasno, što u usporedbi s radijem, koji je „preteča“ načina informiranja naših predaka, uistinu predstavlja napredak. U radu je obrađena problematika javnog medijskog servisa, odnosno na primjeru Hrvatske radiotelevizije (HRT) kao nacionalne televizije prikazano je cjelokupno funkcioniranje i poslovanje televizije. U ovom slučaju televizijska kuća HRT pod vlasništvom je i upravom države, dok su druge televizijske kuće u Hrvatskoj privatne. Stoga je, radi boljeg razumijevanja problematike, jedan dio rada posvećen karakteristikama državnih poduzeća općenito, odnosno medijskih servisa u vlasništvu države. Nakon toga slijedi povijesni pregled Hrvatske radiotelevizije i svih segmenata poslovanja – daje se uvid u usluge i proizvode, ponuđene programe, upravljačku strukturu, ulogu u odnosu na druge medijske servise u Hrvatskoj, a zatim slijede analize konkurencije i financijskih pokazatelja. Usto, HRT je pozicioniran u poslovnom okruženju i analizirane su njegove prednosti, prilike, slabosti i prijetnje (SWOT analiza) sa svrhom dobivanja procjene održivosti i ranjivosti poslovanja. Obrađeni su dugoročni i kratkoročni ciljevi kako bi se istaknula usmjerenost u poslovanju u skladu s misijom i vizijom te strategijama koje se redovito donose. Također, dan je pregled strategije komunikacije s javnostima te uvid u ostvarivanje prihoda naplatom pristojbe i oglašavanjem kao izvorom financiranja. Zaključno, u radu se daju neke preporuke što je važno za budućnost i održivost poslovanja HRT-a imajući u vidu korisnike i njihova očekivanja. |
| Abstract (english) | Television as a medium has become one of the most important things in today’s world of information and living, as well as business. Television as a phenomenon marked the 20th century and is considered one of the greatest technological achievements. It fulfills numerous roles – social, communicational, cultural, entertaining and others. Television has great importance – information and news are transmitted quickly and clearly, which compared to radio, which was a forerunner of ways of our ancestors' informing, is truly a progress. This paper deals with the issue of public media service, i. e. the entire functioning and business of television is presented on the example of the Croatian Radiotelevision (HRT). In this case, the television company HRT is owned and managed by the state, while other television companies in Croatia are private. Therefore, for a better understanding of the issue, introductory part of the paper is devoted to the characteristics of state-owned enterprises in general, i. e. state-owned media services. This is followed by a historical overview of Croatian Radiotelevision and all its business segments – an insight is given into services and products, offered programs, management structure, as well as the role in relation to other media services in Croatia. This is followed by an analysis of competition and financial indicators. In addition, HRT is positioned in the business environment and its strengths, weaknesses, opportunities and threats were analyzed with the aim of obtaining an assessment of the viability and vulnerability of the business (SWOT analysis). Long-term and short-term goals were addressed in order to emphasize the direction in business in accordance with the mission and vision of the company and the strategies that are adopted regularly. An overview of the strategy of public communication is also given, as well as an insight into the realization of income by collecting licence fees and advertising as a source of financing. In conclusion, some key recommendations are given for the future and sustainability of HRT's business, keeping in mind the users and their expectations. |
