Lokalne televizije u Kragujevcu od “kragujevačkog programa” do “kragujevačke inicijative”
Local Television Stations in Kragujevac - from “Kragujevac Programme” to “Kragujevac Initiative”

Summary/Abstract: Television is a global, but, according to its creation, the primary medium. While global and national television stations disguise the reality and offer fiction instead of it, local TV stations are oriented towards and connected with certain local area. That connection is reflected in supporting the interests of various groups in local area, bolstered by collective reality. Although the dawn of television in our country is thought to be 1958, the phenomenon of local television has not skipped this area. The TV Belgrade news bureaus preceded the founding of local television stations, and their technology improvement and independence through the production of local programmes meant weakening of TV Belgrade monopoly. The local programme broadcasting from the news bureau in Kragujevac started in early December, 1990, and founding of the first private TV K9, Children’s TV, and TV IN, as well, followed. Local television stations in Kragujevac have survived the functioning during the chaos that existed in transmitting field lasting up to the implementation of the Law on Broadcasting, founding of the Public company Radio-television Kragujevac, giving the regional frequency to TV K9, additional obtaining of regional frequency for TV Kragujevac, banning Children’s TV. While some of the private TV stations their survival ensured by selling the commercials, but also by finding the mode of cooperation with local government, TV Kragujevac, at first, initiates privatization of this medium, and afterwards, because of the change of ideological matrix of the governing parties, puts forward so-called “Kragujevac Initiative” against the privatization of this medium. Instead of displaying at the market, the project “local public service” is put forward, an unknown model in the European media practice. Governing parties served this quasi-project, but also doubts and controversies in the Law on Public Informing, Law on Broadcasting and Laws on LocalSelf-Government and Capital City. This work brings the observation of the creation and development of the local TV stations in Kragujevac, but also the projection of the sustainable survival of this media in the future, participating in tough media market.

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