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Weekend Media FestivalRovinj, 18. - 21. 09. 2014.

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Commercial TV stations: HRT should give up their marketing revenue

HRT should give up their annual marketing revenue of HRK 100m in order to help the other, smaller media, said Dubravko Merlić, program director at the cable TV station N1. Mislav Bago of Nova TV went even further, estimating that each year HRT bagged up to HRK 200m.

 

The panel discussion titled Stop Reuters provided for an interesting discussion on the TV stations in the Croatian market. One the one side stood the representatives of the Croatian commercial TV stations Dubravko Merlić, Mislav Bago, Ivan Lovreček and Goran Milić, who criticized the public broadcaster HRT, as could be expected, saying that since it generated HRK 1.2bn in subscription revenue, it should relinquish its commercial part completely. On the other side of them was Stipe Alfier of HRT, saying that everyone always commented on the broadcaster’s revenues but that nobody ever asked about the amount of program HRT delivered continually.

The two relatively new players on the market, Al Jazeera and N1, reportedly aren’t after ratings but simply wish to be better than the foreign competition.

“Our goal is not to be the most watched TV station in Bosnia-Herzegovina. Anyways, that is rather difficult to achieve because of a number of technical issues but we are pleased with the fact that we are better than our foreign rivals.  Bosnia-Herzegovina’s Al Jazeera was an experiment of sorts and after three years I can say that we accomplished a respectable result,” Goran Milić explained.

“With our offices in Belgrade, Sarajevo and Zagreb we intend to continue covering the events in the region, at the same time focusing on good-quality news program. Two thirds of our money come from the platform, while the rest of it is marketing. We have estimated that, if every single one of our 8 million viewers watched our program for 7.2 minutes a day, our target would be met,” Dubravko Merlić said.

Stipe Alfier agreed that HRT had too many employees and that it needed restructuring; however, in his opinion, the biggest problem was the recruitment and appointment of people there.

“HRT has 3,300 employees. Of those 3,300 there are many of those who are not good enough. Nonetheless, I hope they will be replaced by quality employees. HRT delivers costly programs and needs revenues to make those programs good,” Alfier stressed.

20.09.2014.