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Advertising in digital television : the spanish caseSádaba, CharoV zadnjem desetletju se je televizijski trg v Španiji bistveno spremenil, vendar pa je televizija ostala najbolj priljubljen medij med oglaševalci, saj dosega skoraj 98 odstotkov gospodinjstev. Kot ... kažejo podatki za ZDA, se z dostopom do interaktivne digitalne televizije uporaba televizijskega medija šepovečuje. Vendar pa je v Španiji v letu 2001 od 18 odstotkov oglaševalskega denarja, namenjenega televizijskemu mediju, digitalna televizija prejela manj kot 1,7 odstotka. Kaj je razlog, da se interes oglaševalcev za digitalno televizijo ni povečeval skladno s povečevanjem števila gledalcev? Prihod večkanalne digitalne televizije leta 1997 zahteva vnovični premislek o oglaševanju v mediju, kjer uporabnik plačuje dostop do vsebin: oglaševanje mora postati storitev z dodano vrednostjo za gledalca. Članek proučuje odgovore oglaševalcev in drugih medijskih akterjev na prihod digitalne televizije, razloge za njihovo zadržanost in ovire za večjo prisotnost oglaševanja v digitalni televiziji.Source: Javnost = The Public. - ISSN 1318-3222 (Letn. 9, št. 4, 2002, str. 35-48)Type of material - article, component partPublish date - 2002Language - englishCOBISS.SI-ID - 21739869
Author
Sádaba, Charo
Topics
Digitalna televizija |
Digital television |
Španija |
oglaševanje |
Spain |
advertising |
advertising
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