Media Study - Medija centar Beograd

2.6.4.2 DISTRIBUTION CHANNELS
The media environment in Serbia and the general society are experiencing substantial changes as a result of global
technological innovations However; providers of “classical” streamed TV programmes still play a major role in the
Serbian landscape.
This may be the result of the multitude of analogue and cable broadcasters present in Serbia. With an increasing
broadband internet penetration, the audience may change to using online distribution channels instead.
IPTV was launched in Serbia in December 2008 by Telekom Srbija (Serbian Telecommunications). Currently there
are a total of 59 channels offered, 47 of which are in the main package and 12 optional.
2.6.4.3 STAKEHOLDER BEHAVIOUR – CHANNEL CONVERGENCE
A short history of TV broadcaster ART TV 53 illustrates the development of the “content-distribution-copyrights-enduser”
circle in Serbia. ART TV was established in 1992 as the first private TV in Serbia, focusing on culture, arts and
science. It is financed by advertisements as well as productions for 3 rd parties and was once the fifth largest station
in Belgrade. Following the implementation of the new Broadcasting Act, the economical situation of the station
deteriorated. ART TV had to pay a 160.000 euro in frequency license fee for the territory of Belgrade out of a
budget of ca 600.000 euro per year. Unscrambled international cable TV programmes translated to Serbian and an
unclear copyright situation created economic problems for the station. When ART TV failed to receive government
support it had to give up its 3 frequencies in 2009 and transmit via cable. Cable transmission is less costly and the
station is not requested to pay license fees. ART TV pays IP rights but disagrees with the revenue split system
which links the payment for rights to the generated revenue. Thus, ART TV has decided to switch to terrestrial
digital broadcasting to survive.
53 Broadcasting regionally in the capital City of Belgrade and its surrounding.
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