Received:
2020-03-15 | Accepted:
2020-07-15 | Published:
2020-09-30
Title
Development of the radio market in the Slovak Republic in the years 2016 to 2019
Abstract
The paper is a part of a long-term research of the mass media market in the Slovak Republic under the conditions of globalization. The main objective of the research study is to analyse the development trends of the market of selected radios in the Slovak republic in the monitored period 2016-2019. The authors focus on the analysis of the development of listening and the volume of financial resources spent on advertising (number of spots, number of broadcast hours, value of advertising broadcasts) for selected radios with nationwide coverage. Among other things, the research showed a decrease in market share for all monitored radios and a decrease in listening for most of the monitored radios. The authors think that the above is because radio managements are not able to adapt sufficiently to the time that affects the listeners. From the above, the authors also warn the management of radio stations to increase the emphasis on development, the structure of broadcasting and to try to stop the clear decline in the development of radio.
Keywords
radio stations, broadcast, market development, market of radio stations, analysis, advertising amount
JEL classifications
M21
, Y80
URI
http://jssidoi.org/ird/article/46
DOI
HAL
Pages
689-702
Funding
The paper is the output of a scientific project IGA no. 3/2017 „Development of international business and international management in the conditions of globalization” (Funder: VSEMvs IGA VSEMvs, i.e. School of Economics and Management in Public Administration)
This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License
Authors
School of Economics and Management of Public Administration in Bratislava, Bratislava, Slovakia
http://www.vsemvs.sk
School of Economics and Management of Public Administration in Bratislava, Bratislava, Slovakia
http://www.vsemvs.sk
Journal title
Insights into Regional Development
Volume
2
Number
3
Issue date
September 2020
Issue DOI
ISSN
ISSN 2345-0282 (online)
Publisher
VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania
Cited
Article views & downloads
HTML views: 2136 | PDF downloads: 894
References
Burton, G., Jirák, J. 2001. Introduction to Media Studies. (Úvod do studia médií.) Praha: Barrister & Principal, ISBN 978-80-85947-67-6.
Search via ReFindit
Fabuš, M., Lincényi, M., 2018. Analysis of the development terms of the radio market in the Slovak republi. Entrepreneurship and sustainability issues, 6(2), 591 – 602, https://doi.org/10.9770/jesi.2018.6.2(9)
Search via ReFindit
Lincényi, M., Fabuš, M. 2017. Economic trends of business actors on daily newspaper market: case of the Slovak Republic. Entrepreneurship and sustainability issues, 5(1), 91 – 104. https://doi.org/10.9770/jesi.2017.5.1(7)
Search via ReFindit
MEDIAN SK, MML-TGI. 2016. 1. + 2. vlna 2016, [19.03.2020]. https://www.radia.sk/pocuvanost/mml-tgi/vlny/2016-2
Search via ReFindit
MEDIAN SK, MML-TGI. 2016. 3. + 4. vlna 2016 [19.03.2020]. https://www.radia.sk/pocuvanost/mml-tgi/vlny/2016-4
Search via ReFindit
MEDIAN SK, MML-TGI. 2017. 1. + 2. vlna 2017 [19.03.2020]. https://www.radia.sk/pocuvanost/mml-tgi/vlny/2017-2
Search via ReFindit
MEDIAN SK, MML-TGI. 2017. 3. + 4. vlna 2017 [19.03.2020]. https://www.radia.sk/pocuvanost/mml-tgi/vlny/2017-4
Search via ReFindit
MEDIAN SK, MML-TGI. 2018. 1. + 2. vlna 2018 [19.03.2020]. https://www.radia.sk/pocuvanost/mml-tgi/vlny/2018-2
Search via ReFindit
MEDIAN SK, MML-TGI. 2018. 1. + 2. vlna 2019 [19.03.2020]. https://www.radia.sk/pocuvanost/mml-tgi/vlny/2019-2
Search via ReFindit
MEDIAN SK, MML-TGI. 2018. 3. + 4. vlna 2018 [19.03.2020]. https://www.radia.sk/pocuvanost/mml-tgi/vlny/2018-4
Search via ReFindit
MEDIAN SK, MML-TGI. 2018. 3. + 4. vlna 2019 [19.03.2020]. https://www.radia.sk/pocuvanost/mml-tgi/vlny/2019-4
Search via ReFindit
Světlík, J. Bulanda, I. 2019. The shift of value types of the Czech population and its influence on the formation of creative advertising strategy. In Marketing Identity: Offline Is the New Online. Conference Proceedings from the International Scientific Conference. Trnava: Faculty of Mass Media Communication, University of SS. Cyril and Methodius in Trnava, Slovakia, 2019, pp. 323-334.
Search via ReFindit
Vavrečka, V. 2016. Role a síla tradiční marketingové komunikace v kontextu trendů jejího vývoje (The role and strength of traditional marketing communication in the context of its development trends) In Média – moc – manipulácia. Bratislava: Paneurópska vysoká škola v Bratislave, 2016, pp. 455-478.
Search via ReFindit
Venkatachalam, S., Wong, F., Uyar, E., Ward, S., Aggarwal, A., 2015. Media Company Uses Analytics to Schedule Radio Advertisement Spots. Interfaces, 45(6), 485-500. https://doi.org/10.1287/inte.2015.0825
Search via ReFindit
RSS 1.0