As a conscious being, human has begun to explore, to innovate, to develop and use different technologies since its early beginnings. He began his development by using fire, and since then has made his way through about ten technological stages to reach today’s stage – a society of knowledge based on the information revolution. This development has shaped and improved our civilization by providing more quality to the human society. However, this process has affected the nature surrounding us in a negative way, and the imbalance that came as a consequence is the main threat to the existence of the life on the Earth. In order to deal with it, the policy of the sustained development has been created; so we can govern the resources rationally. Development of the new technological accomplishments is very helpful for the new way - Agriculture, historically extremely important for human beings, is not so widespread nowadays, but is far more productive then before thanks to these new technologies. Development of our civilisation is today based on the information age dominated by Information and communication technology (ICT) that offers a secured future to every inventive individual – the most famous companies of past decades who made their way to the success started as a product of the enthusiasm of a couple of friends from the family garage. Today these companies are worth billions of United States dollars ($). Strong growth of these technologies has created new possibilities for the broadcasters. ICT technologies erased the division of the media to the paper media and the electronic media. By using these technologies, both sides have an opportunity to exist and compete on the market, and the future of the newspapers is recognised on their internet editions. Since there is no competitors compete for the potential new buyers by using modern technologies. The one that starts using them first acquires an advantage, even if the others start using it soon after. New technologies offer significant possibilities that are, before anything else, a product of knowledge as a basis for the development of their own quality. Acquiring knowledge has become a foundation for the development of a modern organisational culture as a basic strategic operative direction whose aim is to make sure the company survives. According to his, the eternal question – can organisational culture be a source of competition or not, has already been answered in practice. That should be the orientation of every employee in modern business world, especially in media. In radio-television (RTV) industry we can notice how a rapid development of new technologies is becoming crucial for its work, and if the RTV industry is not up-to-date, then it is jeopardising its existence. We are talking about technologies that are getting more and more accessible, and that create numerous possibilitie of a quality work for the benefit of their users – viewers, or listeners. They are what enriches the offer of the program, by making the possibility of working in the industry accessible to every interested individual. However, on the other hand, new technologies require significant financial investments and the only alternative lies in the future work – to be or not to be – digital “0 - 1”. That is why HRT, as a public media service of the Republic of Croatia, is obliged to follow the development of the new technologies and to apply it in its work, as it has been doing till now. That is the only possible answer that can be given to the competition. In order to achieve it, it is necessary to have workers who will be able to apply the possibilities of these technologies. Only continuous learning and specialisation will make the market survival possible; to put it in other words, the survival can be secured only by completing basic tasks that are expected to be completed by the public media service of the citizens of Republic of Croatia. This way of thinking has to be adopted by all the employees, and this can be done only through development and implementation of the modern multimedia organisational culture.