The Media Situation in Yugoslavia
Available Media
- Television
- Daily Newspapers
- Magazines
- Radio
- Outdoor
General Media Situation
- Domination of TV
- Radio has a significant position for advertising purposes
- Daily newspapers have low circulation
- There are many magazines in Yugoslavia, but circulation is low with
very few exceptions. Quality of print is still a big problem, although there are some
positive tendencies in this sense
- Outdoor advertising is a novelty on this market
Television - General Situation
- Television is the most important medium in FRY
- Majority of the population watches TV
- Large part of the population follows no other media
- The most powerful medium for shaping of the public opinion
TV Stations – Profiles
- RTS - the largest state-owned TV station, covers
entire Serbia and parts of Montenegro with three TV channels. The only TV station that
covers entire Serbia. Highest ratings. Various programming. RTS1 - News are most
important. RTS2 - oriented towards sports programs. RTS3K - music, series and films.
- TV Pink - the largest, most popular and fastest
growing private TV station. Currently the most interesting TV station for commercial
purposes. Covers the major city centers in Serbia. Entertainment, music, films program.
Most popular among the younger population. High ratings. Open for communication and
negotiation.
- BK Telecom - a TV station concentrated on the Belgrade
area and on northern Yugoslavia. Dynamic, modern and fashionable concept. Short programs
of different profiles (entertainment, science, news).
- TV Palma - Belgrade oriented TV station. Does not have
a constant profile. Entertainment and sports programs. Cheap films and series. Cheap
seconds. Good for frequency building.
- Studio B - TV channel owned by the City Assembly of
Belgrade. Highly politically influenced in almost every aspect. Sudden changes of staff,
programs, editorial policy. Most popular for its news program
TV - Media Buying
All discounts and rebates on TV stations depend
on several factors:
- Dynamics of payment - prepayment campaigns are most
frequent because of the unstable monetary situation
- Budget amount - higher budgets get higher discounts
- Duration of campaign - continuous advertisers are in a
better negotiating position
- Negotiation - everything is negotiable to a certain
limit
- Special agency relationship with TV stations - agencies
with big clients and good relationships with TV stations have a separate treatment from
others.
Print - General Situation
- Large number of specialised newspapers and magazines
- Low circulation
- No research
- Low print quality
- High prices
Newspapers - Current Situation
Daily Newspapers with the biggest circulation:
- Politika (state owned)
- Blic (private owned)
- Vecernje Novosti (state owned)
- Dnevni Telegraf (private owned)
Magazines - Current Situation
The most interesting ones for advertising purposes
are:
- Exclusive:
- Profil
- Dama
- M Magazain
- Political:
- N. Telegraf
- Vreme
- Entertainment (music, films, etc.):
- X Zabave
Radio - General Situation
- Listeners tend to be loyal to radio stations - targeted
- Radio time is very cheap in Yugoslavia
- Possibility of negotiating sponsorships, announcements, and other
types of special arrangements
- A large number of radio stations
Outdoor - General Situation
- Attractive and well organized outdoor advertising is a novelty in
this country
- Great influence, especially in Belgrade
- Notable development in this area
- Extremely high prices
- Alma Quatro, Multimedia, Europlakat, Akzent Media
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