(Akademia Bialska im. Jana Pawła II, 2024-03-05)
Chmielewska, Aleksandra Maria; Grabowski, Marcin Tomasz
Complexities in the mass MM system and changes in the way media content
is consumed are impacting the traditional TV market and identifying opportunities and
challenges.
Material and methods: The article uses non-reactive research methods, a critical analysis
of the available literature on the subject and a scenario method regarding the future of TV
on the video market.
Results: TV content consumption is becoming increasingly mobile, and people often use
social media while watching television, a practice known as multitasking. This is a challenge
for broadcasters who must adapt their content to this changing way of consumption.
Legislation also influences the television market, protecting both broadcasters and
consumers of video content. European broadcasters have the opportunity to introduce
new business models.
Conclusions: The main conclusions from a analysis of the tv market areas concern
traditional broadcasters, which should adapt to this trend and invest in original content
to attract viewers.