PODSTAWOWE INSTRUMENTARIUM KONKURENCJI BEZPOŚREDNIEJ NA RYNKU TELEWIZYJNYM
BASIC INSTRUMENTATION OF DIRECT COMPETITION ON THE TELEVISION MARKET

Summary/Abstract: The program and the auditorium are the basic instruments of direct competition on the television market. The fragmentation of demand for the programming offer of television stations and continuous flow of viewers between various programs, channels and media are observed. In the conditions of increasing competition, broadcasters carefully follow changes in the style of social reception of television content to reach the largest audience, and at the same time they seek creative solutions in the creation and dissemination of content. That is why they offer, among other things, access to the program on devices other than a traditional television set. The modern viewer more and more often uses several devices at the same time during the reception and it is the reception shifted in time to the broadcast. The article presents the programming offer and the audience of the main television broadcasters on the Polish market, as well as defines the basic areas of competition and its determinants. Secondary sources were used in the analysis, in particular station data and telemetric research results from 2013-2017. The comparative analysis method was used, and its results were presented in graphical and descriptive form.

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