20.500.12556/RUL-104823 Prilagajanje programa Arianna na ključne spremembe v uporabi televizije in televizijskem oglaševanju v Sloveniji Adapting Arianna software to key changes in the use of television and television advertising in Slovenia Televizija je živ medij in se, da bi zadovoljila potrebe gledalcev, nenehno spreminja. V zadnjem času pa se zaradi digitalne revolucije sooča z vse resnejšimi grožnjami, ki se nanašajo predvsem na nadomestitev klasične televizije z novimi, prenosnimi in vedno povezanimi mediji. Poleg tega se spreminjajo tudi gledalci, ki želijo vse več avtonomije in svobode pri izbiri televizijskih vsebin. Teoretiki kot najpomembnejše trende na področju navad gledalcev poudarjajo večanje deleža uporabe drugih naprav za spremljanje televizije, rast priljubljenosti platform z vsebinami na zahtevo in pametne televizije ter večanje količine gledanja s časovnim zamikom. Tudi oglaševanje, ki televizijo, še posebej z vidika grajenja dosega, še vedno vidi kot enega najučinkovitejših medijev, se mora prilagoditi na spremenjene navade gledanja. To danes poteka predvsem s pomočjo novih oglaševalskih formatov in večanjem pomena pozicij sporočila v oglasnem bloku. Ker televizija v Sloveniji tako za gledalce kot tudi za oglaševalce še vedno igra zelo pomembno vlogo, me je zanimalo, kako se je na naštetih pet ključnih trendov v uporabi in oglaševanju na televiziji prilagodila Arianna, najpomembnejši program za televizijske raziskave na slovenskem trgu. S pomočjo analize zgradbe programa in podatkov, ki so uporabniku na voljo, sem ugotovila, da se je Arianna na dva od ključnih trendov odzvala in prilagodila v celoti, na dva le delno, enega pa še ni upoštevala. Glede na to lahko zaključim, da se je na ključne spremembe v uporabi in oglaševanju na televiziji prilagodila delno. Television is a live medium and is constanty adapting to satisfy the viewers' needs. Recently, due to the digital revolution, it is facing ever more serious threats which relate primarily to the replacement of classic television with new, portable, and always connected devices. Additionally, viewers want more and more autonomy and freedom in choosing television content. When it comes to viewing habits, theorists emphasize an increasing share of using other devices to view television content, the growth of popularity of video-on-demand platforms and smart television, and increasing amount of watching time shifted content. Advertising also has to adapt to these viewing changes, as television is still one of the most effective media, especially for building reach. It mainly does so with new advertising formats and increasing importance of spot positions in advertising breaks. Television is still very important from the viewers' and advertisers' perspective in Slovenia. That is why I wanted to find out how Arianna, which is the most important software for television research on the Slovenian market, adapted to five key trends listed above. By analyzing the program's structure and the data available to the user I realized that Arianna responded entirely to two of the key trends, partially to another two, and that it did not respond to one of the five trends. According to this I can conclude that Arianna partially adapted to the key changes in television usage and advertising. televizijski trendi uporaba televizije televizijsko oglaševanje program Arianna television trends television usage television advertising Arianna software true false false Slovenski jezik Angleški jezik Magistrsko delo/naloga 2018-10-12 07:46:00 2018-10-12 07:46:02 2022-08-17 03:45:30 0000-00-00 00:00:00 2018 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 101697 35980893 1099.pdf 1099.pdf 1 3C353004B6E60821FAF67536B239D2DE 639570e43131e0c4a67cf256613beaa377bf4979104073567ab2db085ddc9455 0ad7e898-a1b6-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=115359 Fakulteta za družbene vede 0 0 0