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Public Service Media Radio and Television of Serbia , Belgrade , Serbia
Faculty of Sports, Union, Nikola Tesla University , Belgrade , Serbia
Ever since the very beginning and the evolutionary process of electronic media, the cornerstone of contemporary life, the application of new technologies in contents production and placement has not undergone a revolution as much as in the modern age. Technological innovations employed during the analogue radio and television era, along with the subsequent ones, had the basic goal to improve the user experience in terms of vision and sound while presupposing high quality contents constantly challenged by the ever-growing user demands. The second decade of the 21st century is marked by the worldwide media industry expansion which is partly due to the new media influence. The aim of this work is to analyse media systems and other media service providers in the business model adaptation to the new technological possibilities so as to keep and gain some new contents consumers -viewers and listeners - from the national as well as from the global market of media offer and demand by building personal connections through personalised experience. The key role in this process belongs to the rapid growth of data centralisation and its planned usage.
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