{"id":13638,"date":"2022-03-23T00:48:55","date_gmt":"2022-03-22T23:48:55","guid":{"rendered":"https:\/\/journalift.org\/?p=13638"},"modified":"2022-03-23T00:49:21","modified_gmt":"2022-03-22T23:49:21","slug":"emitovati-ili-ne-emitovati-pitanje-je-sad","status":"publish","type":"post","link":"https:\/\/journalift.org\/bhsc\/emitovati-ili-ne-emitovati-pitanje-je-sad\/","title":{"rendered":"Emitovati ili ne emitovati, pitanje je sad"},"content":{"rendered":"\n

Ako ne \u017eelite pro\u010ditati cijeli \u010dlanak, dopustite mi da odgovorim na ovo jednostavno pitanje: DA. Trebalo bi da emitujete program. Ali… \n<\/p>\n\n

Do\u0161ao je izazovan trenutak za ve\u0107inu medija. Ve\u0107 vi\u0161e od dvije godine provodimo u pandemiji COVID-19, i jo\u0161 uvijek joj nema kraja na horizontu. Mediji su mnogo propatili. Imao sam kontakte sa mnogim malim, lokalnim stanicama na Balkanu, i svi imaju skoro iste probleme. Pogodite kakve? Ne radi se o COVID-19. Naravno, nemaju toliko oglasa kao \u0161to su imali ranije, i zarada bi mogla biti bolja, ali glavni problem je taj \u0161to <\/span>radio gubi bitku za pre\u017eivljavanje. Ali mo\u017ee pobijediti i biti jo\u0161 ja\u010di nego ikad prije.<\/strong><\/p>\n\n

Kako? Dopustite da vam objasnim.<\/p>\n\n

Kao prvo, hajde da defini\u0161emo <\/span>uzrok. Ljudi koji rade na radiju misle da to nije kul.<\/strong> \u010cuo sam mnoge razloge: “Ne mo\u017eemo se takmi\u010diti sa streaming uslugama”, “Na\u0161e plate su manje od na\u0161ih ra\u010duna”, “Niko me ne slu\u0161a”, “Svi \u017eele video sadr\u017eaj”, “Podcasti su privla\u010dniji”, itd.<\/span><\/p>\n\n

Iako bih se slo\u017eio sa mnogim izjavama, to ne zna\u010di da su one lo\u0161e za nas (emitere). Te izjave bi trebale biti smjernice: <\/p>\n\n

Ako pri\u010damo o podcastima, mi (ljudi s radija) znamo kako da pravimo podcaste. Dakle, mo\u017eemo proizvesti bolji podcast od skoro svakog po\u010detnika\/ce. Zar ne? <\/p><\/blockquote><\/figure>\n\n

Imamo slu\u0161aoce\/teljice \u2013 sva relevantna istra\u017eivanja nam govore da radio slu\u0161aju ljudi iz svih starosnih skupina. Video je va\u017ean. Ali radio nije TV, YouTube, i ne treba mu neprestano video sadr\u017eaj. Ako nemate video sadr\u017eaj na stanici \u2013 po\u010dnite ga proizvoditi. \n<\/p>\n\n

Ovo je kratka reakcija na neke gore navedene izjave.<\/p>\n\n

Nema magi\u010dnog \u0161tapi\u0107a, to je ono \u0161to ka\u017eem svim medijima sa kojom radim \u2013 radio stvarno ne mo\u017ee da se takmi\u010di sa nekim stvarnim prijetnjama koje postoje. <\/strong>Dozvolite da vam predstavim:<\/span><\/p>\n\n

\"Usluge<\/figure>\n\n

\u010cetiri konjanika radiokalipse<\/h2>\n\n

1. Usluge streaminga<\/h3>\n\n

<\/p>\n\n

Zaista ne mo\u017eemo ubiti ovog tipa. Streaming servisi (Deezer, Tidal, Spotify, Amazon music,\u2026) imaju AI koju nijedna stanica ne mo\u017ee imati. Ovaj jaha\u010d li\u010dno poznaje svaki muzi\u010dki ukus za sve nas. Svaki put kada kliknemo na \u201csvi\u0111a mi se\u201d, \u201cne svi\u0111a mi se\u201d ili presko\u010dimo pjesmu, ovaj tip nau\u010di kako da napravi jo\u0161 savr\u0161eniju personalizovanu listu za reprodukciju. Algoritmi \u0107e biti sve bolji i bolji, tako da <\/strong><\/span>ne bih predlo\u017eio da se ula\u017ee toliko novca u AMT (audience music testing – testiranje muzike publike) ili calloute<\/strong>. Morate to u\u010diniti (narezane pjesme ne smiju biti u va\u0161oj rotaciji, pogotovo ako vodite savremenu hit radio stanicu), samo razmislite o ulaganju u ne\u0161to vi\u0161e od muzi\u010dkog testiranja \u2013 vidjet \u0107ete za\u0161to na kraju ovog \u010dlanka. Tako\u0111e, to ne zna\u010di da stanice treba da prestanu da brinu o svojoj muzi\u010dkoj bazi podataka.<\/span><\/p>\n\n

Nadalje, ne mogu zamisliti stanicu bez muzi\u010dkog planera (MusicMaster ili ne\u010deg drugog) koji vrijedi ulo\u017eenog novca. Trebalo bi da razmi\u0161ljaju kako da se poigraju sa bibliotekama, kako da promovi\u0161u sate muzike i kako da privuku izvo\u0111a\u010de\/ice da do\u0111u na stanicu. <\/span>Radio se i dalje najvi\u0161e slu\u0161a zbog muzike \u2013 i bi\u0107e tako sve dok automobili imaju radio.<\/strong><\/p>\n\n

\"Mobitel<\/figure>\n\n

2. Mobitel (vijesti, vrijeme i saobra\u0107aj)<\/h3>\n\n

<\/p>\n\n

Ne, ne mo\u017eete ubiti ni ovog tipa. Mobilni telefoni su samo ovdje sa nama, daju nam sve informacije koje \u017eelimo i kada \u017eelimo. Zamislite samo koliko ste puta dnevno uzimali mobilni telefon zbog ne\u010dega \u0161to nije poziv ili poruka. Aplikacija za vrijeme je \u010dak i unaprijed instalirana. Mobiltel vas obavije\u0161tava o trenutnom vremenu, vremenskoj prognozi i najnovijim vijestima. Ali to tako\u0111er ne zna\u010di da biste trebali ukloniti svoje vijesti\/vremenske\/prometne sadr\u017eaje iz programa. Savr\u0161eni su za zaradu. <\/span>Razmislite koliko bi ta informacija trebala biti duga i kako biste je trebali dostaviti. Usudite se biti druga\u010diji.<\/strong><\/p>\n\n

3. Promocije i takmi\u010denja<\/h3>\n\n

<\/p>\n\n

Kad sam po\u010deo slu\u0161ati radio, to mi je dalo priliku da osvojim ve\u010deru u mom omiljenom restoranu! VAU! Poku\u0161avao sam svake sedmice da dobijem tu nagradu. Zato \u0161to je bilo zabavno u\u010destvovati u takmi\u010denjima (sjetite se ove re\u010denice). Jedna stanica je davala automobil kao nagradu. Sada se stanice ne mogu takmi\u010diti s YouTuberima koji svake sedmice daju desetine hiljada dolara (ne bi me iznenadilo da po\u010dnu davati toliko svakog dana). <\/p>\n\n

Ne, radio ne mo\u017ee dati te skupe poklone “koji kupuju” slu\u0161aoce\/teljice, ali se mo\u017ee vratiti svojim korijenima \u2013 praviti takmi\u010denja i promocije u kojima \u0107e slu\u0161aoci\/teljice u\u017eivati da u\u010destvuju. <\/p><\/blockquote><\/figure>\n\n

Ne, to nije misteriozni zvuk (dok jo\u0161 uvijek mo\u017ee da obavi posao), i to nije unaprijed snimljeno takmi\u010denje za va\u0161e slu\u0161aoce\/teljice. To bi trebalo biti zabavno za slu\u0161anje, jo\u0161 vi\u0161e za u\u010desnike\/ce, lako za objasniti i podrazumijevati “seksi” nagradu. \n<\/p>\n\n

\"Infodemija<\/figure>\n\n

4. Infodemija i la\u017ene vijesti<\/h3>\n\n

<\/p>\n\n

Hiperprodukcija nije za male medije. Nema \u0161anse da budete u rangu sa BBC-em, CNN-om, i svim ostalim velikim stvaraocima sadr\u017eaja koji postoje<\/strong>. <\/span>A la\u017ene vijesti se \u0161ire br\u017ee od COVID-19. To zna\u010di da bi mali mediji (lokalne stanice) trebali biti oprezni kada preuzimaju vijesti \u2013 la\u017ene vijesti mogu se lako potkrasti.<\/span><\/p>\n\n

Pro\u010ditali ste da su \u010detiri jaha\u010da vrlo opasni igra\u010di, ali mo\u017eemo pobijediti dr\u017ee\u0107i se tri nepobjediva oru\u017eja: \n<\/p>\n\n

\"Ličnosti,<\/figure>\n\n

Li\u010dnosti, lokalni sadr\u017eaji i kontinuirana edukacija <\/h2>\n\n

Do\u0161ao je trenutak kad <\/span>moramo vi\u0161e nego ikada ulagati u ljude koji \u0107e promovisati radio<\/strong>, u radio li\u010dnosti. Razvoj radio li\u010dnosti je dugoro\u010dni posao. Kao prvo, treba da na\u0111ete veliki talenat. To je samo prvi korak. Morate se dobro pona\u0161ati prema njemu\/njoj. Budite strpljivi. Neka prekr\u0161i neka pravila. Neka se osje\u0107a kao kod ku\u0107e i jo\u0161 bolje nego kod ku\u0107e. Mogao bih provesti sedmice i sedmice pi\u0161u\u0107i kako se odnositi prema talentu i razvijati ga. Ali mislim da ste shvatili poentu.<\/span><\/p>\n\n

Lokalni sadr\u017eaj je bez premca<\/strong> \u2013 nijedan veliki igra\u010d ne mo\u017ee biti vi\u0161e orijentisan ka lokalnoj zajednici nego vi. Veliki mediji nemaju vremena za lokalne probleme, lokalna dostignu\u0107a, lokalnu zajednicu, itd. To je va\u0161a teritorija gdje \u0107ete dobiti pobjedu. Dobar talenat \u0107e znati savr\u0161eno dobro isporu\u010diti lokalne sadr\u017eaje.<\/span><\/p>\n\n

Educirajte se, educirajte se i opet se educirajte. <\/strong>Preispitajte osnove i \u010desto procjenjujte svoje znanje. Budite dio vremena u kojem \u017eivite. Sve se razvija. Radio sada nije ono \u0161to je bio radio 1980-ih godina. Postoje sjajni blogovi i knjige o radiju i podcastima koji \u010dekaju da ih pro\u010ditate.\u00a0<\/span><\/p>\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Ako ne \u017eelite pro\u010ditati cijeli \u010dlanak, dopustite mi da odgovorim na ovo jednostavno pitanje: DA. Trebalo bi da emitujete program. Ali… Do\u0161ao je izazovan trenutak za ve\u0107inu medija. Ve\u0107 vi\u0161e od dvije godine provodimo u pandemiji COVID-19, i jo\u0161 uvijek joj nema kraja na horizontu. Mediji su mnogo propatili. Imao sam kontakte sa mnogim malim, […]<\/p>\n","protected":false},"author":63,"featured_media":13612,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[64,61,63,62],"tags":[1158,1162,1160,1161,1159],"class_list":["post-13638","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digitalna-transformacija","category-digitalno-izvjestavanje","category-razvoj-biznisa","category-tradicionalni-mediji","tag-emitovati","tag-lazne-vijesti","tag-mobitel","tag-promocije","tag-usluge-streaminga","ciTrackContent"],"acf":[],"yoast_head":"\nEmitovati ili ne emitovati, pitanje je sad - Journalift<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/journalift.org\/bhsc\/emitovati-ili-ne-emitovati-pitanje-je-sad\/\" \/>\n<meta property=\"og:locale\" content=\"bs_BA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Emitovati ili ne emitovati, pitanje je sad - Journalift\" \/>\n<meta property=\"og:description\" content=\"Ako ne \u017eelite pro\u010ditati cijeli \u010dlanak, dopustite mi da odgovorim na ovo jednostavno pitanje: DA. 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He is the author of a lot of content which you have certainly had the opportunity to hear and see on the Internet. Some of it has won awards. He has held all positions in the radio world - from presenter to program director of a national radio station and project manager aimed at making and organizing new radio stations. He collaborated with the best radio stations in the region. He has been actively involved in podcasting for the last six years, as a coach and a consultant. Uro\u0161 is a well-known lecturer at media conferences across Europe, and the topics he likes to talk about (and what is even more important - they like to listen to him) are related to radio, podcasts and sales. The most famous, world-renowned conferences he spoke at were Radiodays Europe, Medientage and Tell a vision. He is the author of the advanced, \\\"\\\"storyselling\\\"\\\" sales technique \\\"\\\"Little green dragon\\\"\\\", which is used by many sales teams of large companies and the media. 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