Media Study - Medija centar Beograd

When video recorders were introduced on the market the consumers were expected to record the programmes
they wanted to see and watch them when they pleased. However, the traditional linear or flow channels continued
to attract the same audience despite the video recorders. This experience is almost repeated in countries that have
digitalized their television market. The decrease in viewing of traditional channels has been very limited, but
general viewing time has increased due to increased consumption of niche channels and pay television that will
become a dominant source of income with the possibility for more programme channels.
As discussed in chapter 2.2 and 2.6, it is difficult to imagine that the market in Serbia can accommodate more
national broadcasters than RTS and a couple of commercial broadcasters as suggested in chapter 2.2. What is likely,
however, is that RTS would spread its programming from the present two channels to maybe 4, 5 or 6 digital
channels in the future. Likewise a commercial broadcaster would be likely to expand its programming to more
channels.
2.5.4 STAKEHOLDER BACKGROUND
The Ministry of Telecommunications and Information Society expects that 3 or most probably 2 multiplexes will be
introduced. One would be for national channels with the possibility for regional inserts and one would carry local
broadcasters. According to the Republic Telecommunications Agency (RATEL), the working group has not yet
decided on what solution to choose. There are no plans for radio broadcasting. RATEL is convinced that Serbia will
not make a decision in the near future, and the radios can continue with analogue broadcasting, distribution via
cable or internet distribution. The position of television broadcasters with valid licenses for analogue broadcasting
after April 2012 is also unclear.
The transmission systems have been transferred from RTS to a separate public company. However, before 2012 the
company has to complete significant tasks. Several towers have to be rebuilt after the 1999-bombings, new digital
equipment has to be procured, installed and tested before the digital switch can take place. According to the EU
Delegation to Serbia the needs assessment for the switch over has just been finished for the purposes of launching
the tender procedure. The position of television broadcasters with valid licenses for analogue broadcast after April
2012 remains unclear. RATEL expresses concern about a timely implementation of the Strategy and Action Plan for
the Transition from Analogue to Digital Broadcast of TV Programmes, while the Ministry of Culture is confident that
the strategy will be implemented in an efficient and coordinated effort.
If a national media strategy demands amendments to the Broadcasting and Telecommunications Laws in areas such
as broadcast structures, allocation of frequencies etc. the amendments must be in place in order to pass the
legislation and implement the final decisions in the digitalization process. As an example the definition of
anticipated regional broadcasting regions is directly interrelated with the number and placement of transmission
towers. The organizational structure of regional broadcasters as recommended in this study will undoubtedly
demand legislative changes, and this process must take place before digitalization. These steps are however
realistic to achieve well ahead of the date for the digital switch.
The situation on the TV cable market
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