Rynek radiowy w Polsce w latach 2001–2011
Radio Market in Poland in Years 2001–2011

Summary/Abstract: The changes in reception of traditional media and in ways of financing them lead to the analysis of radio market in Poland. Radio, unlike e.g. printed press, does not lose audience nor advertising revenue. Its popularity is still great, however – especially among younger listeners – the time of listening is shortening and the way of reception of radio programs is changing. Advertising revenues of radio stations show an upward trend, yet they do not increase shares in the advertising market signifi cantly. It determines the financial situation of the radio sector which – omitting the national broadcaster – has no other source of funding. Therefore, commercial stations show heavy dependence on the economic situation of the advertising market. Despite being present on digital platforms and cable networks, due to a lack of custom of using the radio in this way, they do not receive fees from their operators for access to the paid content. The number of radio stations is gradually increasing but the phenomena of their networking and program formatting is also progressing. Only one-third of Polish radio stations act independently, the rest of them belonging to big radio groups. The radio market is intensively concentrated in terms of shares in audience and advertising revenues. It can be even concluded that it expands quantitatively, but not qualitatively.

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