{"id":6439,"date":"2021-06-14T18:52:56","date_gmt":"2021-06-14T18:52:56","guid":{"rendered":"https:\/\/journalift.org\/?p=6439"},"modified":"2021-07-01T12:44:45","modified_gmt":"2021-07-01T12:44:45","slug":"lokalni-mediji-gube-na-znacaju-i-to-nije-dobro-za-kosovsko-drustvo","status":"publish","type":"post","link":"https:\/\/journalift.org\/bhsc\/lokalni-mediji-gube-na-znacaju-i-to-nije-dobro-za-kosovsko-drustvo\/","title":{"rendered":"Lokalni mediji gube na zna\u010daju i to nije dobro za kosovsko dru\u0161tvo"},"content":{"rendered":"\n

U fokus grupi organizovanoj tokom pro\u0161le godine o upotrebi lokalnih medija, pored lokalnih televizija i radija, u\u010desnici su vi\u0161e puta pominjali i lokalni portal kao izvor informacija. Naziv portala nije bilo te\u0161ko upamtiti, jer je imenu grada bila dodata jo\u0161 samo rije\u010d \u201epress\u201c. Na sastanku koji sam kasnije imao sa direktorom, shvatio sam da je rije\u010d o porodi\u010dnom poslu, a da su zaposleni bili samo on i njegov otac. Nijedan nije zavr\u0161io bilo kakvu \u0161kolu vezanu za novinarstvo. Oni nisu tr\u010dali za vijestima. Naprotiv, vijesti su pristizale kod njih i sve \u0161to je trebalo da se uradi je da se objave na portalu i na njihovoj Fejsbuk stranici. Ova posljednja je pokazivala da je broj njihovih pratilaca trostruko ve\u0107i od broja pratilaca lokalne televizije koja je imala 16 zaposlenih.<\/p>\n\n\n\n

\u0160ta to \u010dini da je ovakav portal vi\u0161e pra\u0107en nego televizija sa preko 20 godina iskustva? <\/p>\n\n\n\n

Dvostruki standardi u pogledu funkcionisanja medija na Kosovu, finansijske pote\u0161ko\u0107e, rastu\u0107a konkurencija, nedostatak ulaganja u nove tehnologije i nedostatak kvalifikovanog kadra mogu biti samo neki od razloga koji su doveli do propadanja tradicionalnih lokalnih medija i postepenog udaljavanja njihove publike.<\/strong><\/p>\n\n\n\n

\"Nejednake-mogucnosti-za-medije\"<\/figure>\n\n\n\n

Nejednake mogu\u0107nosti za medije<\/h2>\n\n\n\n

Medijske politike na Kosovu, od kojih mnoge osmi\u0161ljava i sprovodi Nezavisna komisija za medije (KPM), nude nejednake mogu\u0107nosti za sve medije. Trenutno se u direktorijumu za  medije, koji je licenciran od KPM-a, nalazi 16 televizija i 81 radio stanica sa terestrijalnim frekvencijama.<\/p>\n\n\n\n

Za mla\u0111e generacije, koje poznaju samo sistem kablovske televizije, to zna\u010di da pomo\u0107u obi\u010dne antene njihov prenos sti\u017ee do va\u0161eg ku\u0107nog televizora ili radija, bez mjese\u010dne ili godi\u0161nje pretplate. Brze tehnolo\u0161ke promjene su gotovo onemogu\u0107ile ovakvu besplatnu uslugu, barem kada su u pitanju televizijski mediji. Sada vas privatni kablovski operateri prisiljavaju da takve usluge platite.<\/p><\/blockquote><\/figure>\n\n\n\n

Druga\u010dija politika bi zna\u010dila da emitovanje javne televizije i lokalnih medija, u op\u0161tinama u kojima imaju lokalne frekvencije, ne mo\u017ee biti ukinuto, \u010dak i kada vam istekne mjese\u010dna pretplata. Me\u0111utim, politike KPM-a, bar u tom pogledu, izgleda da ne idu u prilog lokalnim medijima ili gra\u0111anima. Lokalni mediji, pored toga \u0161to moraju da plate naknadu za licencu KPM-a, naknadu za frekvenciju pri ARKEP i radiodifuznu taksu za KTTN, u odre\u0111enom periodu su morali da pla\u0107aju i kablovskim operaterima da bi uop\u0161te bili dio njihovog paketa.<\/p>\n\n\n\n

Prelazak sa analognog na digitalni proces stvorilo bi mogu\u0107nost za veliki broj olak\u0161ica za lokalne medije, a Kosovo bi se obavezalo da \u0107e ispuniti me\u0111unarodni rok koji je odredio ITU. Ali, kada se dana 17. juna 2015. godine u 119 zemalja \u0161irom svijeta slavilo istorijsko dostignu\u0107e i prelazak sa analognog na digitalni sistem, KPM nije jo\u0161 okon\u010dala ni strategiju za digitalno emitovanje na Kosovu.<\/p>\n\n\n\n

\"Obezbjedivanje-pravicne-konkurencije-na-medijskom-trzistu\"<\/figure>\n\n\n\n

Obezbje\u0111ivanje pravi\u010dne konkurencije na medijskom tr\u017ei\u0161tu<\/h2>\n\n\n\n

Uprkos neuspjehu digitalizacije, KPM je imala i pasivnu ulogu u obezbje\u0111ivanju pravi\u010dne konkurencije na medijskom tr\u017ei\u0161tu na Kosovu. U po\u010detku je zakonodavac omogu\u0107avao javnom radiodifuznom sistemu da pored prihoda iz dr\u017eavnog bud\u017eeta, ubira i prihode od reklama. Na taj na\u010din su postali sudionici na ionako skromnom tr\u017ei\u0161tu reklama u zemlji.<\/p>\n\n\n\n

Na primjer, javni radiodifuzni servis je za 2019. godinu prijavio marketin\u0161ke prihode u iznosu od 1.229.000 eura, pored osnovnih prihoda iz bud\u017eeta Kosova koji iznose 11.620.000 eura. Tek pore\u0111enja radi, ukupan godi\u0161nji bud\u017eet lokalne televizijske stanice sa 16 zaposlenih ne prelazi iznos od 160.000 eura<\/strong>.<\/p>\n\n\n\n

U konkurenciju za marketin\u0161ki prostor sada su se uklju\u010dili i onlajn informativne firme<\/strong>, koje aludiraju da budu onlajn mediji. Njihov stvarni broj je veoma te\u0161ko utvrditi, po\u0161to oni ne prolaze kroz postupak licenciranja od strane bilo koje institucije na Kosovu. <\/p>\n\n\n\n

Sve \u0161to treba da urade je da preuzmu ime nekog grada ili sela, \u010desto dodaju\u0107i rije\u010d \u201epress\u201c, te da zapo\u010dnu medijske aktivnosti bez ikakve brige o imovinskoj, ure\u0111iva\u010dkoj ili finansijskoj transparentnosti. Dr\u017eavne institucije tako\u0111e nisu uspjele da za\u0161tite intelektualnu svojinu licenciranih medija, \u010dine\u0107i ih lakom metom za kra\u0111u sadr\u017eaja od strane novih medija tipa \u201egrad-press\u201c.<\/p><\/blockquote><\/figure>\n\n\n\n

Dok se javni medij gotovo u potpunosti oslanja na bud\u017eet zagarantovan od dr\u017eave, a privatni mediji sa nacionalnim frekvencijama imaju stabilne prihode od marketinga, ve\u0107ina lokalnih medija posluje sa malim bud\u017eetom, \u0161to je direktna posljedica ograni\u010denog marketin\u0161kog tr\u017ei\u0161ta u op\u0161tinama. Njihova marketin\u0161ka strategija nije se razvijala u skladu sa promjenama na tr\u017ei\u0161tu. Tipi\u010dni ogla\u0161iva\u010di u lokalnim medijima ostali su isti \u2013 prodavnice, hoteli, restorani, kompanije za prodaju goriva i gra\u0111evinske kompanije.<\/p>\n\n\n\n

\"Nemogucnost-medija-da-idu-u-korak-sa-tehnologijom\"<\/figure>\n\n\n\n

Nemogu\u0107nost medija da idu u korak sa tehnologijom<\/h2>\n\n\n\n

Nedostatak finansijskih sredstava uslovio je pojavu jo\u0161 jednog izazova: nemogu\u0107nost odr\u017eavanja koraka sa napretkom tehnologije<\/strong>. Ve\u0107ina lokalnih televizijskih i radio stanica koriste veoma skromnu tehnologiju, po\u0161to nemaju priliku da kupe noviju. To se odra\u017eava i na kvalitet emitovanja.<\/p>\n\n\n\n

Lokalni mediji tako\u0111e gube svoju publiku zbog konkurencije i ponude kablovskih operatera. Lokalne televizije i radio stanice su imale odr\u017eiviju finansijsku stabilnost prije pojave kablovskih operatera. Pojavom kablovskih usluga na tr\u017ei\u0161tu, lokalnim medijima je postajalo sve te\u017ee da zadr\u017ee publiku.<\/p>\n\n\n\n

Ipak, na Kosovu postoje slu\u010dajevi koji dokazuju i suprotno, pa je lokalna televizija (TV Duka\u0111ini)<\/strong> uspjela da uve\u0107a gledanost upravo zbog prelaska na kablovski paket. Me\u0111utim, to nije slu\u010daj sa ve\u0107inom drugih lokalnih TV stanica, koje se u kablovskim paketima uglavnom rangiraju na za\u010delju, znatno ispod televizijskih kanala koji dolaze iz Albanije, Sjeverne Makedonije ili Turske. Podaci sa fokus grupa koje su organizovane sa gra\u0111anima u dvije razli\u010dite op\u0161tine na Kosovu ukazuju da je za ve\u0107inu u\u010desnika vrijeme koje provode gledaju\u0107i lokalnu televiziju vrlo kratko, upravo zbog raznolikosti sadr\u017eaja koji nude kablovski operateri. Ve\u0107ina njih je gledanje lokalne televizije svela samo na ve\u010dernje vijesti.<\/p>\n\n\n\n

\"Povjerenje-javnosti-u-lokalne-medije\"<\/figure>\n\n\n\n

Povjerenje javnosti u lokalne medije<\/h2>\n\n\n\n

Ipak, u\u010desnici fokus grupa isti\u010du da lokalne televizije u\u017eivaju najvi\u0161e povjerenja me\u0111u lokalnim medijima. Lokalne radio stanice se najvi\u0161e slu\u0161aju u automobilima, i to naro\u010dito tokom saobra\u0107ajnog \u0161pica, kada ljudi odlaze na posao ili se vra\u0107aju s posla ku\u0107i, dok vakuum lokalnih novina popunjavaju onlajn mediji \u010diji broj raste iz dana u dan. Me\u0111utim, nivo povjerenja gra\u0111ana u lokalne onlajn medije je veoma nizak, s izuzetkom onih onlajn medija koji pripadaju lokalnoj televizijskoj ili radio stanici.<\/p>\n\n\n\n

U\u010desnici fokus grupa vjeruju da lokalne vlasti imaju visok nivo uticaja na lokalne medije<\/strong>. Za njih, lokalne vlasti neprestano poku\u0161avaju da kontroli\u0161u lokalne medije, daju\u0107i im grantove ili kupuju\u0107i od njih oglasni prostor. Ovo mo\u017ee uticati na poja\u010danu autocenzuru<\/strong> ili poja\u010dano pru\u017eanje podr\u0161ke lokalnim vlastima<\/strong>. Tradicionalno su lokalne vlasti nagra\u0111ivale one koji su im bili vjerni na na\u010din \u0161to su im dodjeljivali javne ugovore za emitovanje aktivnosti lokalne samouprave.<\/p>\n\n\n\n

\u010cetvoronedeljno pra\u0107enje sadr\u017eaja nekoliko lokalnih televizija otkriva da je nivo sadr\u017eaja koje produkuju same televizije na veoma niskom nivou. Njihova izdanja vijesti \u010desto imaju samo jednu lokalnu vijest, istra\u017eiva\u010dko novinarstvo gotovo da ne postoji, a obrazovni i kulturni programi su uglavnom zamijenjeni zabavnim programom.<\/p>\n\n\n\n

Njihove stranice na dru\u0161tvenim mre\u017eama sadr\u017ee vi\u0161e nacionalnih i me\u0111unarodnih vijesti, koje su preuzete iz centralnih medija, nego vijesti iz njihove zajednice. Ukratko, lokalni mediji su po\u010deli da gube svoju ulogu \u010detvrte vlasti.<\/p><\/blockquote><\/figure>\n\n\n\n

Me\u0111utim, posljednjih godina, lokalni mediji imaju novog partnera koji ima za cilj njihovo ja\u010danje i razvoj, a to su \u2013 me\u0111unarodni donatori<\/strong>. Iako su grantovi za medije uglavnom bili dostupni godinama, nedostatak stru\u010dnosti i znanja su sprije\u010davali lokalne medije da se takmi\u010de sa centralnim medijima. Ve\u0107ina lokalnih medija radi sa malim brojem zaposlenih, a samo nekoliko njih ima prave ljude koji mogu da napi\u0161u uspje\u0161ne predloge projekata. Iz tog razloga, neki donatori su promijenili strategiju, fokusiraju\u0107i se, prije svega, na identifikovanje potreba lokalnih medija, intenzivno mentorstvo od strane stru\u010dnjaka za razvoj biznis planova i nadgledanje sprovo\u0111enja tih projekata<\/strong>. Ovaj novi oblik finansijske pomo\u0107i \u0107e  pomo\u0107i da se pove\u0107a produkcija sadr\u017eaja, kao i da se razviju upravlja\u010dki kapaciteti. KPM mora da se pridru\u017ei naporima donatora da oja\u010daju lokalni mediji, ispunjavaju\u0107i svoju ulogu u obezbje\u0111ivanju pravi\u010dnog i konkurentnog tr\u017ei\u0161ta za sve medije na Kosovu. Uklju\u010duju\u0107i tu i medije tipa \u201egrad-press\u201c.<\/p>\n","protected":false},"excerpt":{"rendered":"

U fokus grupi organizovanoj tokom pro\u0161le godine o upotrebi lokalnih medija, pored lokalnih televizija i radija, u\u010desnici su vi\u0161e puta pominjali i lokalni portal kao izvor informacija. Naziv portala nije bilo te\u0161ko upamtiti, jer je imenu grada bila dodata jo\u0161 samo rije\u010d \u201epress\u201c. Na sastanku koji sam kasnije imao sa direktorom, shvatio sam da je […]<\/p>\n","protected":false},"author":25,"featured_media":6441,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"default","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":"default","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":[64,62],"tags":[],"class_list":["post-6439","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digitalna-transformacija","category-tradicionalni-mediji","ciTrackContent"],"acf":[],"yoast_head":"\nLokalni mediji gube na zna\u010daju i to nije dobro za kosovsko dru\u0161tvo - 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\/lokalni-mediji-gube-na-znacaju-i-to-nije-dobro-za-kosovsko-drustvo\/\" \/>\n<meta property=\"og:locale\" content=\"bs_BA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lokalni mediji gube na zna\u010daju i to nije dobro za kosovsko dru\u0161tvo - Journalift\" \/>\n<meta property=\"og:description\" content=\"U fokus grupi organizovanoj tokom pro\u0161le godine o upotrebi lokalnih medija, pored lokalnih televizija i radija, u\u010desnici su vi\u0161e puta pominjali i lokalni portal kao izvor informacija. 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