engleski

Content Diversity vs. Ownership Concentration in a New Media Market : The Case of Croatia

The premise prevailing in contemporary media policy theory is that ownership concentration leads to diminished diversity of media content, leading in turn to diminished plurality of programs in cultural as well as social and political terms. Based on this premise many European media policies control concentration of ownership in the media as well as support diversity by other measures (including support for public service broadcasting). Contemporary Croatian media policy also includes attention to the issue of diversity and pluralism. This text presents some initial evidence on the structure of the Croatian television market regarding ownership and audiences, as well as preliminary findings regarding the diversity and pluralism of television programs. Although conclusions on the empirical relationship between diversity of content and concentration levels can not be reached without longitudinal research, the results point to the critical role of public service broadcasting in ensuring diversity of socially important content in television.

media policy; media pluralism; media concentration; media market; media programs

Sažetak je posebno objavljen u tiskanom zborniku (str 129). Broj ISBN CD-Roma: 3-9502214-0-9.