Abstract
Starting from the assumption that Serbia is in arrears with the implementation of the concept of interactive television and the creation of new forms of advertising, the author studies the transformation patterns of media content consumption using a multi-strategy research method of the habits of the young audience. Combining survey and in-depth interview techniques with qualitative content analysis, the author concludes that traditional TV advertising in the digital environment multiplies in terms of content, which is especially noticeable in the sphere of marketing communications. Young people increasingly apply different media technologies, switching from one device to another or using them simultaneously. Based on the analysis of the behaviour of the student population in the consumption of today's television in Serbia, we have created a model of interactive television as a multifunctional portal in the context of advertising messages.
Publisher
Centre for Evaluation in Education and Science (CEON/CEES)
Subject
Pulmonary and Respiratory Medicine,Pediatrics, Perinatology and Child Health
Reference44 articles.
1. Adex. (2016). Resources -available to all. Retrieved from IAB: iab.rs: https://iab.rs/resursi/ resursi-dostupni-za-sve;
2. Albarran, A. (2010). The transformation of the media and Communication Industries. Pamplona: Ediciones Universidad de Navarra, S.A;
3. Aldea, P., & López Vidales, N. (2012). Television consumption trends among the 'digital generation' in Spain. International Journal of Iberian Studies, 25, 111-134;
4. Arango-Forero, G., & González-Bernal, M. (2011). Young audiovisual audiences in Colombia: Under the veneer of fragmentation and Multiscreens. The Journal of Spanish Language Media, 4 (4), 40-54;
5. Berman, S. J., Battino, B., Shipnuck, L., & Neus, A. (2009). The end of advertising as we know it. In: D. Gerbarg (Ed.), TV goes digital (29-55). London, New York: Springer;