Perspektive javnog radio-televizijskog sistema Bosne i Hercegovine
Perspectives of Public Broadcasting System in Bosnia and Herzegovina

Summary/Abstract: The role of mass media today is immeasurable. Their definitional guidelines of mediators that aim at collecting, processing and disseminating information is important as the fact that the present and the future of a society cannot be imagined without them. Understanding of public service broadcasters like the most ideal form of communication today faces many challenges. The first challenge is competitive commercial media, which lead to market principles as opposed to the public who are guided by social responsibility. From this competitive position, two challenges are resulting. As commercial media aims at making a profit, their financial security is becoming more likely as opposed to the public that the financial capacity is imposed by a third challenge to the impossibility of application of modern technologies of production and broadcasting. Even more important integrative role of these media is also a significant factor in contemporary globalization processes. Organization and structure of the Public Broadcasting System of Bosnia and Herzegovina, which consists of three equal broadcasters/service gets a form that in many ways succumbs to ethnic divisions, a form that is subject to political rather than analytical form of action, and whose performance in relation to the real communication needs citizens of Bosnia and Herzegovina should be investigated. Having been faced with the challenges of modern times which all public broadcasters are confronted, the Public Broadcasting System of Bosnia and Herzegovina is also meeting face to face with internal irregularities due to which the fullness of the practice of its supreme function is limited and even in some areas impossible. The study of the current forms of public broadcasters in Bosnia and Herzegovina has also offered the assumption of creation of a functional public television service, which should lie in the fact of its integration into what is supposed to imply a public broadcasting system in BiH. Alternative organization of the public broadcaster should, amongst other things create, a unique public service of BiH to integrate the ethnic diversity and to exclude present ethnic divide and all forms of political influence and the desire to impose political control as a direct influence on public opinion. It should be noted that the Public Broadcasting System of Bosnia and Herzegovina seeks to fulfill its role of organizational and programmatic competence, economic viability, but it is inevitably in a need of a transformation that will answer as much time as new requirements and the specific social and national environment in which it exists.

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