The Importance of Sports in the Editorial Policy of Radio Broadcasting Companies in Serbia

Penezić, Slobodan and Bajić, Predrag (2024) The Importance of Sports in the Editorial Policy of Radio Broadcasting Companies in Serbia. In: Second International Scientific Conference Sporticopedia - Sports Media and Business 2024. Fakultet za sport, Univerzitet "Union – Nikola Tesla", Beograd, pp. 230-238. ISBN 978-86-6385-063-7

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Abstract

Radio has held various degrees of significance in the world of mass media throughout history, though today it is often overshadowed by newer media forms. Nevertheless, radio still maintains a significant audience that follows content through traditional radio sets and in other ways. On the other hand, sports represent one of the powerful global industries and an important segment of the daily life of a large number of people. Additionally, sports can be significant in discussions of unity and divisions within a society. Considering all this, the aim of this paper is to examine the editorial policy regarding sports in media enterprises that provide radio services thro-ugh terrestrial transmission across the entire Republic of Serbia. Specifically, it explo-res how and in what ways sports, as an important segment of society, are presented in the programs of radio stations with national frequency, and what importance it re-ceives as part of the media agenda. Here, a significant difference is already evident be-tween the approach of the national public media service and the lack of such content in commercial broadcasters.

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