| Abstract | Svrha istraživanja je sagledavanje trenutne pozicije Hrvatske radio - televizije (HRT-a) kao javnog medijskog servisa koji se suočava s neobično brzim tehnološkim, životnim i generacijskim promjenama te mogućnosti boljeg pozicioniranja i redefiniranja njegove uloge u zahtjevnom medijskom okuženju. Cilj ovog rada bio je prije svega, istaknuti sve prednosti najdugovječnijeg hrvatskog medijskog brenda, te sagledati mogućnosti unapređenja po uzoru na dobre primjere svjetske prakse. Brendiranje europskih javnih servisa i sve vrste inovacija potiče krovna udruga Europska radiodifuzijska unija, čiji član je i HRT. Na temelju proučavanja opsežne i relevantne stručne literature, dobije se uvid u suvremene trendove brendiranja, koje je zahvatilo sve pore društva pa i javne medijske servise, koji u cilju opstanka u pluralnom medijskom okruženju i boljeg poslovanja, moraju imati jasnu strategiju, inovativan i kvalitetan program. Istraživanje je provedeno metodom strukturiranog intervjua, s ključnim sugovornicima iz sustava i stručnim poznavateljima medija. Rezultati istraživanja ukazuju na ključne prednosti HRT-a, ali i nedostatke s kojima se treba suočiti. Kako bi se upotpunila slika cjelokupne trenutne percepcije HRT-a u javnosti, u rad su uključeni i najnoviji podaci istraživanja, koje je za HRT provela agencija IPSOS u svibnju 2022. Rad na koncu donosi preporuke za jačanje snage brenda HRT-a ističući emocionalnu snagu, tradiciju i autoritet najdugovječnijeg medijskog brenda, čuvara jedinstvenog kulturnog nasljeđa i hrvatske povijesti. Unapređenje unutarnje i vanjske komunikacije, borba protiv fake newsa, HRT kao edukator, HRT u službi brendiranja Hrvatske, samo su neka od mogućih strateških uporišta za novo pozicioniranje javnog medijskog servisa. |
| Abstract (english) | The purpose of the research is to examine the current position of Croatian Radio and Television (HRT) as a public broadcasting company that is facing unusually rapid technological, lifestyle and generational changes, as well as the possibility of better positioning and redefining its role in the demanding media environment. The goal of this paper was, first of all, to highlight all the advantages of the longest-standing Croatian media brand, and to look at the possibilities of improvement based on good examples of world practice. Branding of European public services and all kinds of innovations is encouraged by the umbrella association European Broadcasting Union, of which HRT is a member. Based on the study of extensive and relevant professional literature, an insight is gained into contemporary branding trends, which have affected all pores of society, including public media services, which, in order to survive in a pluralistic media environment and do better business, must have a clear strategy, an innovative and high-quality program. The research was conducted using a structured interview method, with key interlocutors from the system and media experts. The results of the research indicate the key advantages of HRT, but also the disadvantages that must be faced. In order to complete the picture of the entire current perception of HRT in the public, the work also includes the latest research data, which was conducted for HRT by the agency IPSOS in May 2022. The work concludes with recommendations for strengthening the power of the HRT brand, highlighting the emotional strength, the tradition and authority of the longest-standing media brand, guardian of the unique cultural heritage and Croatian history. Improvement of internal and external communication, the fight against fake news, HRT as an educator, HRT in the service of branding Croatia, are just some of the possible strategic strongholds for the new positioning of the public media service. |
