Da li klasična televizija gubi Svjetsko prvenstvo?

Classic television has lost its place in the global championship? That was the provocative question posed by a recent article published by Bloomberg Adria, sparking widespread debate among media professionals and viewers alike. The piece suggests that traditional television networks are increasingly being overshadowed by digital platforms in the race for global audience engagement. This shift is not merely anecdotal, it reflects a broader transformation in how content is consumed, distributed, and monetized in the modern media landscape. The article highlights several key developments over the past year that have accelerated this transition. In early 2024, major international broadcasters such as BBC, CNN, and Al Jazeera began reporting declining viewer numbers for their flagship programs, particularly during prime-time slots. These declines were attributed to a combination of factors, including the rise of streaming services like Netflix, Disney+, and Amazon Prime Video, which offer on-demand access to high-quality programming. Additionally, younger audiences, particularly those aged 18–34—are showing a clear preference for mobile-first consumption, with many opting for apps rather than scheduled broadcasts. According to data released by the International Telecommunication Union (ITU), the average daily screen time for adults worldwide increased by nearly 15% in 2024, with a significant portion of that time spent on non-traditional platforms. This trend is especially pronounced in regions such as Asia and Latin America, where internet penetration has surged alongside smartphone adoption. As a result, traditional broadcasters are struggling to maintain relevance, even as they continue to invest heavily in new technologies and content production. The article also points to regulatory changes in several countries that have further complicated the situation for classic television. For example, in Europe, the European Commission introduced stricter rules on advertising and content licensing, forcing broadcasters to either adapt or face financial penalties. Meanwhile, in North America, the Federal Communications Commission (FCC) has been slow to update regulations to reflect the evolving media ecosystem, leaving legacy networks at a competitive disadvantage. Industry experts have offered mixed perspectives on the issue. Some argue that while traditional television is losing ground, it still holds a unique cultural and social value, particularly in older demographics. Others contend that the decline is inevitable and that the future of mass media lies entirely in digital formats. “Television will always exist,” one analyst told Bloomberg Adria, “but it’s no longer the dominant force it once was.” In response to these challenges, some traditional networks have begun to pivot toward hybrid models, combining live broadcasts with on-demand content. For instance, the BBC recently launched a new platform called ‘BBC iPlayer Plus,’ which integrates live and recorded programming into a unified interface. Similarly, CNN has expanded its presence on social media, using platforms like TikTok and Instagram to reach younger audiences through shorter, more engaging clips. Despite these efforts, the competition remains fierce. Streaming giants continue to dominate both in terms of user base and revenue growth. According to a report by Statista, global subscription-based video-on-demand (SVOD) services generated over $100 billion in revenue in 2024, far surpassing the combined earnings of all traditional broadcast networks. This financial disparity underscores the growing divide between old and new media. Looking ahead, the battle for global audience attention shows no signs of slowing. While traditional television may not disappear entirely, its role in shaping public discourse and entertainment is likely to diminish further. Whether this marks the end of an era or simply a new chapter in media history remains to be seen. What is certain, however, is that the landscape is changing, and fast.