Digitalizacija televizijskog sadržaja: istraživanje korištenja televizije na zahtjev i video streaming servisa

master's thesis

• Title (english): Digitization of television content: an exploration of on the use of on demand television and video streaming services usage
• Author: Iva Arambašić
• Mentor: Jelena Jurišić (mentor)
• Committee member: Petra Begović (predsjednik povjerenstva)
• Committee member: Jelena Jurišić (član povjerenstva)
• Committee member: Vanesa Varga (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2023-06-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Digitalno doba promijenilo je medijske navike. Dok je za televizijsku publiku bilo uobičajeno pratiti program prema rasporedu, razvoj informacijsko komunikacijskih tehnologija stvorio je novo okruženje. Pojavom interneta medijska ponuda uvelike se promijenila zbog čega su razvijene nove navike i očekivanja publike. Prvenstveno, ističe se činjenica da publika više nije pasivna, nego aktivna. Takvi potrošači sve više koriste prednosti sadržaja na zahtjev jer sami mogu birati mjesto i vrijeme korištenja. Televizija je svoju linearnost nastojala smanjiti tako što se sadržaj počeo plasirati putem interneta, odnosno televizije na zahtjev. Nastali su i novi pretplatnički servisi na kojima se može pronaći televizijski sadržaj. Predmet istraživanja ovog diplomskog rada su navike i razlozi korištenja televizije na zahtjev i video streaming servisa. Brojni znanstvenici ističu kako televizija gubi mladu publiku, ali i gledatelje općenito. U ovom radu provedena je anketa među korisnicima video streaming servisa i televizije na zahtjev, između ostalog, kako bi se utvrdilo gubi li tradicionalna televizija ovu publiku. Potvrđeno je kako ispitanici video streaming servisa češće koriste ove platforme nego što gledaju televiziju. Kod ispitanika televizije na zahtjev ovo nije slučaj. Kao neki od temeljnih razloga korištenja servisa na zahtjev sudionici navode opuštanje, zabavu i dostupnost sadržaja. Rezultati također pokazuju da najčešće pristupaju zabavnom sadržaju. Uz to, velik broj njih smatra da će u budućnosti manje gledati televiziju.

Abstract (english)

The digital age has changed media habits. While it was common for the television audience to follow the program according to the schedule, the development of information and communication technologies created a new environment. With the rise of the Internet, the media supply has changed, which has also altered the habits and expectations of the audience. Primarily, the fact that the audience is no longer passive, but active, stands out. Such an audience is increasingly using advantages of on-demand services because they can choose the place and time of using media content. Television tried to reduce its linearity by starting to publish content on the Internet, on on-demand television. Also, subscription based services have been developed. The subject of research in this thesis are habits and reasons for using television on demand and video streaming services. Numerous scientists point out that television is losing young audience, as well as audience in general. A survey was conducted among users of video streaming services and television on demand to determine whether traditional television is losing this audience. It was confirmed that users of video streaming services use these platforms more often than they watch television. This is not the case with users of on-demand television. As some of the main reasons for using on-demand platforms, research participants stated relaxation, entertainment and availability of content. The results also showed that these users most often watch entertainment content and that a large number of them believe that they will watch less television in the future.

• Keywords: televizija na zahtjev; video streaming servisi; navike medijske publike
• Keywords (english): television on demand; video streaming services; media consumption trend
• Language: croatian
• URN:NBN: urn:nbn:hr:111:824399
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-07-06 08:48:03