Portal de Periódicos da CAPES

AN ANALYSIS OF THE COMPETITION IN THE TV SECTOR IN ROMANIA

2023; Volume: 10; Linguagem: Inglês

10.35603/sws.iscss.2023/s04.22

2682-9959

Cristian Buşu, Mihail Buşu, Oana Turcu, Cristian Brancu,

Global Trade and Competitiveness

This paper explores the landscape of competition in the television media industry in Romania. With the advent of digitalization and technological advancements, the media landscape has undergone significant transformations, leading to increased competition among television broadcasters. This study aims to examine the key players, market dynamics, regulatory framework, and challenges faced by the television media industry in Romania. By analysing existing literature and empirical data, this research provides valuable insights into the competitive nature of the Romanian television market and its implications for the industry's future development. Through a combination of qualitative interviews with industry experts and analysis of secondary data, this research reveals a diverse ecosystem of TV networks vying for audience share and advertisers' attention. Notable domestic players, including Pro TV, Antena 1, and TVR, engage in a competitive struggle for market dominance, while international channels add complexity to the industry's fabric. The regulatory framework, overseen by the National Audiovisual Council (CNA), plays a pivotal role in shaping competitive behavior. The paper delves into how licensing, content regulations, and emerging digital broadcasting standards influence market dynamics. Furthermore, the analysis underscores the evolving content strategies, with networks striving to secure exclusive programming and adapt to viewer preferences amidst the emergence of streaming platforms. As technological advancements redefine viewer engagement and consumption patterns, the Romanian TV sector faces challenges and opportunities in a landscape marked by innovation and transformation.