{"id":6903,"date":"2021-06-21T08:07:03","date_gmt":"2021-06-21T08:07:03","guid":{"rendered":"https:\/\/journalift.org\/?p=6903"},"modified":"2021-07-01T13:12:36","modified_gmt":"2021-07-01T13:12:36","slug":"radio-u-srbiji-ulazak-radija-sto-plus-u-svijet-digitalizacije","status":"publish","type":"post","link":"https:\/\/journalift.org\/bhsc\/radio-u-srbiji-ulazak-radija-sto-plus-u-svijet-digitalizacije\/","title":{"rendered":"Radio u Srbiji – ulazak radija Sto Plus u svijet digitalizacije"},"content":{"rendered":"\n

Da li ste \u010duli za hit Buggles-a <\/span>Video killed the Radio star<\/span><\/i><\/a>? Vjerujem da i najmla\u0111i me\u0111u vama jesu. Dok su mnogi od nas imali priliku da \u010duju ovaj hit na tranzistorskom radiju, \u010dinjenica je da ga danas, u 2021. godini, milenijalci i pripadnici generacije Z ne posjeduju.<\/span><\/p>\n\n

Tokom poslednjih 20 godina, digitalno doba je donijelo veliki preokret u na\u010dinu na koji ljudi korisite medije. Pojavom potro\u0161a\u010dkog interneta, sredinom 90-ih, do\u0161lo je do masovnog preusmjeravanja. Pa\u017enja potro\u0161a\u010da pre\u0161la je sa radija na ekrane, pa time i na vizuelni sadr\u017eaj. Deceniju kasnije, dolazak YouTube-a najavio je eru onlajn videa. Nedugo nakon toga Instagram i YouTube influenseri su jednim dijelom zamijenili TV i radio voditelje koji su do tada bili u centru pa\u017enje.<\/p>\n\n

Isto se dogodilo i muzi\u010dkoj industriji, sa laganim nestankom CD-ova, porastom onlajn piraterije (<\/span>online piracy<\/span><\/i>) i egzodusom mladih radio-slu\u0161alaca prema dobavlja\u010dima striminga. BBC je otkrio<\/a> da osobe uzrasta od 15 do 34 godine provode vi\u0161e vremena slu\u0161ajuc\u0301i Spotify, Apple ili Amazon Music nego radio (a isto tako je i Netflix gledaniji od TV-a).<\/span><\/p>\n\n

\"Da<\/figure>\n\n

Da li strimovanje \u010dini da radio polako nestaje?<\/h2>\n\n

Za komercijalnu radio industriju ovo nisu dobre vijesti. Ali, hajde da parafraziramo Mark Tvena u na\u0161em kontekstu: pri\u010da o smrti radija bila je preuveli\u010davanje kada se rodio bioskop, zatim TV, pa onda i Internet. Lokalne stanice u Srbiji zaista jesu bile te\u0161ko pogo\u0111ene. 80 godina nakon \u0161to se uspje\u0161no uspostavio kao brend regionalnih vijesti od povjerenja, sand\u017ea\u010dki <\/span>radio Sto Plus<\/span><\/a>, sa centrom u Novom Pazaru, se jo\u0161 uvijek ne mo\u017ee osloniti na lokalno tr\u017ei\u0161te ogla\u0161avanja, a ne mo\u017ee ni prihodovati od publike kako bi svoje poslovanje u\u010dinio odr\u017eivim.\u00a0<\/span><\/p>\n\n

Dolazimo do toga da digitalna tranzicija postaje pitanje \u017eivota ili smrti. Postavljaju se slede\u0107a pitanja: <\/span>Kako privu\u0107i nove slu\u0161aoce i upoznati njihove nove navike? Kako povec\u0301ati publiku? Kako komercijalizovati radio?<\/span> Zaposleni i menad\u017eer radija Sto Plus odlu\u010dili su da da usvoje <\/span>digital-first<\/span> strategiju, i u tome im ne manjkaju ideje i motivacija. Sto Plus je dokazao svoju otpornost izgradnjom uspje\u0161nog i jeftinog poslovnog modela, baziranog na optimizaciji resursa kao i generisanju prihoda zasnovanog na marketingu i donatorskoj podr\u0161ci. <\/strong><\/span><\/p>\n\n

\u201eNa\u0161a strategija je da nas gledaju kao lidere, kako u regionalnim, tako i u lokalnim vijestima, i dostigli smo tu poziciju. Na\u0161e vijesti su ta\u010dne, istinite, nezavisne i pouzdane, \u0161to dokazuje na\u0161a finansijska nezavisnost kao i pobjeda u sudskim procesima. \u010cak su i lokalnim neprijateljima slobodne \u0161tampe potrebni pouzdani izvori informacija shodno kojima mogu djelovati!\u201c \n<\/p>rekao je za Journalift Isak Slezovic\u0301, direktor i glavni urednik Radija Sto Plus.<\/span><\/cite><\/blockquote>\n\n

\"Sto<\/figure>\n\n

Sto Plus, regionalni pru\u017ealac vijesti, \u010desto je bio \u201cpokraden\u201d<\/h2>\n\n

Zapravo, radio Sto Plus je poznatiji kao <\/span>neustra\u0161ivi, nezavisni i pouzdani regionalni pru\u017ealac informacija<\/strong>, prije nego radio kanal. Ovi atributi su vjerovatno posljedica njegovog DNK: osniva\u010d radija je regionalni BETA Press reporter, a sama novinska agencija je obezbijedila poslovnu strukturu za poslovanje radija jo\u0161 od njegovog stvaranja 2003. godine.\u00a0<\/span><\/p>\n\n

Stoga, nije iznena\u0111enje kada vidimo da se sadr\u017eaj radiija StoPlus.com<\/a> preuzima na mnogim lokalnim portalima. Sand\u017eak, koji se vec\u0301inski sastoji od bosanskog stanovni\u0161tva, poseban je slu\u010daj u Srbiji, gdje su tri konkurentske lokalne politi\u010dke partije osnovale svoje onlajn medije kako bi ih koristile za promovisanje li\u010dnih stavova. Sa jedva ijednim zaposlenim, ovi portali sekciju vijesti popunjavaju pri\u010dama iskopiranih direktno sa veb sajta Sto Plus radija, dok god se to ne kosi sa njihovim politi\u010dkim stavovima. Pri\u010de sa kriti\u010dkim osvrtima su, ili ignorisane, ili preure\u0111ene<\/strong>.<\/span><\/p>\n\n

U intervjuu za Journalift, Slezovic\u0301 je saop\u0161tio da su od polovine decembra 2020. do po\u010detka marta 2021. godine, 73 autorske pri\u010de kreirane od strane zaposlenih u Sto Plus-u preuzete bez odobrenja, plac\u0301anja ili referenci na portalima taktinfo.rs, sandzacke.rs, sandzakhaber.net, sandzakpress.net. \n<\/p><\/blockquote><\/figure>\n\n

Tokom intervjua za Journalift, vodec\u0301i istra\u017eiva\u010dki novinar i zamjenik urednika Sto Plusa, Nikola Ko\u010dovic\u0301, nije \u0161tedio kritike na ra\u010dun pomenutih veb stranica registrovanih u inostranstvu koje objavljuju senzacionalisti\u010dke pri\u010de i la\u017ene vijesti kako bi stvorile publiku i preuzimaju izve\u0161taje StoPlus-a onda kada to odgovara njihovom interesu. Podsje\u0107a na Sto Plus pri\u010du o tome kako su pripadnici svih lokalnih politi\u010dkih stranaka svojim velikim automobilima okupirali javne trotoare, iskoristiv\u0161i ih za parkiranje, i tako prisilili gra\u0111ane da hodaju ulicom. Nakon uklanjanja dijela koji se ti\u010de politi\u010dke stranke koju podr\u017eavaju, svaki od pomenutih portala objavio je pri\u010du kao svoju, dodao je Ko\u010dovic\u0301. \n<\/p>\n\n

Ova kanibalizacija\/preusmjeravanje pri\u010da koje proizvodi Sto Plus uti\u010de na njegovu publiku. Statistika pokazuje da radio dose\u017ee do 11.000 vjernih slu\u0161alaca od populacije koja broji 300.000. Sa druge strane, veb sajt ima oko 13.000 posjetilaca mjese\u010dno, odnosno ukupno 132.000 korisnika u 2020. godini<\/strong>. Ono \u0161to mo\u017eemo zaklju\u010diti jeste da je konkurencija \u017eestoka i nepravedna, a da dio kola\u010da od prihoda postaje sve manji.<\/span><\/p>\n\n

\"Digitalizacijom<\/figure>\n\n

Digitalizacijom do stvaranja prihoda <\/h2>\n\n

Ne treba da nas \u010dudi \u010dinjenica \u0161to i radio namjerava da usvoji <\/span>digital-first<\/span><\/i> strategiju. Uz podr\u0161ku programa <\/span>British Council-a<\/span><\/a> i Thomson Fondacije pod nazivom <\/span>Media for All, <\/span><\/i>Slezovi\u0107 \u017eeli do\u0107i do korisnika pametnih telefona <\/span>specijalnom aplikacijom, modernizovati postoje\u0107i vebsajt, uvesti podkaste, i oja\u010dati proizvodnju sadr\u017eaja<\/strong> prilago\u0111enu<\/span> Instagramu, ali i Facebook-u i YouTube-u<\/strong>. Ono \u0161to o\u010dekuje kao rezultat jeste lojalnija i mla\u0111a publika, \u010dvrsto povezana zajednica korisnika i na kraju, monetizacija sadr\u017eaja.\u00a0<\/span><\/p>\n\n

Istini za volju, bic\u0301e te\u017ee nego ikada pre\u017eivjeti samo sa prihodima od radio oglasa. Tome u prilog ide i saznanje da je potro\u0161nja <\/span>digitalnih onlajn reklama<\/span><\/a> u SAD-u u 2017. godini dostigla 83 milijarde dolara, dok se potro\u0161nja za radio oglase kretala na oko 18 milijardi. Ipak, ovi osrednji kratkoro\u010dni izgledi \u010dine diverzifikaciju usluga presudnom u trenutku kada lokalna preduzec\u0301a preispituju svoje marketin\u0161ke prioritete u doba krize korona virusa.<\/span><\/p>\n\n

Nudec\u0301i digitalno rje\u0161enje, radio emiter mo\u017ee ponuditi kombinaciju paketa usluga koje uklju\u010duju tradicionalne radio oglase sa digitalnim marketin\u0161kim rje\u0161enjima.<\/strong><\/p>\n\n

\"<\/figure>\n\n

Ono \u0161to o\u017eivljava audio medije jeste digitalna tehnologija. Tako\u0111e, audio striming na povezanim ure\u0111ajima je od klju\u010dne va\u017enosti. Prema rije\u010dima izvr\u0161ne direktorke komercijalnog radija Australija, D\u017eoane Varner, oko 2.5 miliona ljudi na nedeljnom nivou, iz pet glavnih metropola Australije, slu\u0161a radio preko svojih mobilnih telefona, a dodatnih 1.1 milion korisnika slu\u0161a radio preko ure\u0111aja koje imaju ku\u0107i. Kriza izazvana pojavom korona virusa je dokazala da su se <\/span>gra\u0111ani \u017eeljni vijesti masovno okrenuli radiju<\/strong>, jedinom mediju koji mogu pratiti tokom vo\u017enje, \u0161etnje ili dok rade bilo \u0161ta drugo. Samim tim, sasvim logi\u010dno za pretpostaviti je da su pametni zvu\u010dnici najbr\u017ee rastuc\u0301i proizvod radio publike.<\/span><\/p>\n\n

Na kraju, ta\u010dno je da jo\u0161 uvijek postoji potra\u017enja za live radio stanicom, ali samo ukoliko je mo\u017eete u\u010diniti relevantnom tako da potro\u0161a\u010d \u017eeli da je slu\u0161a ovdje i sada. \n<\/p>\n\n

Podkasti i buduc\u0301nost zvuka<\/h2>\n\n

Slezovic\u0301 je u pravu – radio nije ni blizu nestajanja. Apple je 2004. godine komercijalizovao iPod, a amaterski emiteri su iskoristili priliku da do\u0111u do publike \u201cna zahtjev\u201d (audiences on-demand) i po\u010deli da stvaraju podkaste. 10 godina kasnije, podkasti imaju samostalnu Apple aplikaciju, zbog \u010dega se mo\u017ee re\u0107i da, iako je nekad FM radio dominirao, danas su tu ulogu preuzeli podkasti. <\/p>\n\n

Slezovi\u0107 je zapo\u010deo izradu <\/span>aplikacije koja bi olak\u0161ala striming i pristup podkastima<\/strong> i vjerujem da \u0107ete se slo\u017eiti sa tim da je pravi trenutak za tako ne\u0161to. <\/span>U najnovijem izve\u0161taju Reutersa<\/span><\/a>, prognozirano je da bi premium podkasti kona\u010dno mogli postati glavni trend u 2021. godini.<\/span><\/p>\n\n

Kao kreator vijesti, Sto Plus mo\u017ee iskoristiti neke od trendova koje je identifikovao Reuters. Podkasti dnevnih vijesti su klju\u010dan na\u010din da privu\u010dete i anga\u017eujete mla\u0111u publiku. Oni mogu da pomognu pretplatni\u010dkim <\/span>(subscription) <\/span><\/i>poslovnim modelima, jer podkasti dnevnih vijesti doprinose pove\u0107anju lojalnosti. <\/span>Deloitte<\/span><\/a> procjenjuje da bi do 2025. godine globalno tr\u017ei\u0161te podkasta moglo prema\u0161iti 3.3 milijarde dolara, \u0161to je otprilike tri puta vi\u0161e od trenutne veli\u010dine (mada bi i tada predstavljalo samo mali dio svjetske industrije vijesti).<\/span><\/p>\n\n

Podkast borba sada izgleda kao rat za strimovanje video zapisa na zahtjev (video-on-demand streaming), pri \u010demu svi imaju sli\u010dnu dinamiku. Velike platforme nastoje da direktno kontroli\u0161u proizvodnju i distribuciju podkasta. To zna\u010di da \u0107e prihod i dalje dolaziti od ogla\u0161avanja ili proizvodnje brendiranog sadr\u017eaja. Modeli doprinosa i donacija podr\u017eani su od strane razli\u010ditih platformi, uklju\u010dujuc\u0301i i Patreon, ali i dalje predstavljaju model za istra\u017eivanje, a pretplata (subscription) \u0107e biti slede\u0107a velika stvar u trenutku prelaska na plac\u0301ene modele predvi\u0111ene za 2021. godinu. \n<\/p>\n\n

Tehni\u010dka sposobnost nu\u0111enja podkasta na pretplatu sada je lak\u0161a uz Spotify i Amazon audio. <\/span>Apple<\/span> razmatra<\/span><\/a> dodavanje pretplatni\u010dke usluge svom podkast biznisu u ovoj godini. Pored pla\u0107anja putem plaform, postoja\u0107e moguc\u0301nost za uvo\u0111enje prodaje direktnih pretplata putem postojec\u0301ih podkast aplikacija i novih igra\u010da na tr\u017ei\u0161tu kao \u0161to je <\/span>Substack<\/span><\/a> koji \u017eeli pro\u0161iriti nezavisni novinarski model na audio model.<\/span><\/p>\n\n

\"Korak<\/figure>\n\n

Korak naprijed: Ova godina \u0107e biti godina video podkasta<\/h2>\n\n

Reuters izve\u0161tava da je godina u kojoj se prelazi sa prihoda od ogla\u0161avanja na direktni prihod od korisnika, upravo 2021. godina. Dakle, pretplate su presudne ako \u017eelite uspje\u0161no da kontroli\u0161ete svoju publiku. Iz velike baze besplatnih emisija, mo\u017eete privu\u0107i veliki broj pretplatnika koji bi platili dodatni audio sadr\u017eaj. Tu se postavlja slede\u0107e pitanje: Kako izgraditi publiku?<\/p>\n\n

Mnogi radio kanali iz dana u dan prelaze <\/span>na hibridni audio, odnosno video format, koji se distribuira preko YouTube-a i drugih dru\u0161tvenih mre\u017ea.<\/strong> Reutersov izve\u0161taj predvi\u0111a da c\u0301e popularnost video podkasta i ubudu\u0107e rasti. Spotify-eva adaptacija formata trebalo bi da dodatno pokrene ovaj format, zajedno sa sve vec\u0301om popularno\u0161c\u0301u pametnih zvu\u010dnika sa integrisanim video ekranima.<\/span><\/p>\n\n

U razgovoru za Journalift, Nikola Kocovic\u0301 podsjec\u0301a da su onlajn video debate – u\u017eivo emitovanje emisija o epidemiji korona virusa koje je pratilo 76.500 ljudi, donijele radiju Sto Plus najvec\u0301i uspjeh na dru\u0161tvenim mre\u017eama.<\/p>\n\n

\u201c<\/span>Zbog pandemije korona virusa povec\u0301alo se interesovanje i povjerenje stanovni\u0161tva za tradicionalne medije (radio i TV stanice), gdje vidimo priliku za Sto Plus radio. Onlajn video debate o korona virusu, koje su emitovane u\u017eivo, bile su najgledanije na Sto Plus veb sajtu,\u00a0 kao i na Facebook stranici pro\u0161le godine, \u0161to je pokazatelj da se gra\u0111ani u kriznim vremenima okre\u0107u pouzdanim medijima.\u201c<\/span><\/i><\/p><\/blockquote>\n\n

Radio Sto Plus c\u0301e koristiti podr\u0161ku programa Media for All. Da bi svojim dru\u0161tvenim mre\u017eama dodali vizuelne elemente koji su popularni me\u0111u mla\u0111om populacijom, zaposlili su jednog video producenta, a uskoro \u0107e i drugog. Osim pomenutog, Sto Plus namjerava da pokrene svoj Instagram nalog i nadogradi svoju Facebook i YouTube publiku.<\/p>\n\n

Na kraju, Ko\u010dovic\u0301 dodaje: \u201c<\/span>\u017delim da na medijskoj karti Srbije postavim Sto Plus. Iako nas mnogi vec\u0301 znaju kao medij kojem se mo\u017ee vjerovati, ipak, mislim da nas vec\u0301i dio stanovni\u0161tva ne poznaje. Zbog toga se nadam da c\u0301emo kroz sadr\u017eaj koji c\u0301emo kreirati u onlajn video formatu biti vidljiviji i prisutniji me\u0111u gra\u0111anima Sand\u017eaka i \u0161ire, u Srbiji i me\u0111u dijasporom.<\/span><\/i>\u201c<\/span><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

Da li ste \u010duli za hit Buggles-a Video killed the Radio star? Vjerujem da i najmla\u0111i me\u0111u vama jesu. Dok su mnogi od nas imali priliku da \u010duju ovaj hit na tranzistorskom radiju, \u010dinjenica je da ga danas, u 2021. godini, milenijalci i pripadnici generacije Z ne posjeduju. Tokom poslednjih 20 godina, digitalno doba je […]<\/p>\n","protected":false},"author":10,"featured_media":6860,"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-6903","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digitalna-transformacija","category-tradicionalni-mediji","ciTrackContent"],"acf":[],"yoast_head":"\nRadio u Srbiji - ulazak radija Sto Plus u svijet digitalizacije - 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\/radio-u-srbiji-ulazak-radija-sto-plus-u-svijet-digitalizacije\/\" \/>\n<meta property=\"og:locale\" content=\"bs_BA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Radio u Srbiji - ulazak radija Sto Plus u svijet digitalizacije - Journalift\" \/>\n<meta property=\"og:description\" content=\"Da li ste \u010duli za hit Buggles-a Video killed the Radio star? Vjerujem da i najmla\u0111i me\u0111u vama jesu. Dok su mnogi od nas imali priliku da \u010duju ovaj hit na tranzistorskom radiju, \u010dinjenica je da ga danas, u 2021. godini, milenijalci i pripadnici generacije Z ne posjeduju. 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