Traditional media have in recent years faced the challenges of digital transformation and
changing audience habits. Video podcasts have become an important part of the modern media
landscape, as they represent a combination of audiovisual production and flexible content
distribution. The relevance of research into the development of video podcasts within traditional
media arises from the current challenges media organizations face in adapting to digital
transformation and evolving consumption patterns. Digitalization has triggered a radical shift
in the media industry, which must now adapt to rapidly developing technologies and new
methods of content distribution. Traditional broadcasters, such as television and radio
institutions, are under increasing pressure to adjust their content strategies in order to remain
relevant, particularly among younger generations, who are consuming more content online and
via mobile platforms.The aim of this thesis is therefore to analyze how Slovenian media utilize
the potential of video podcasts as a new format for maintaining relevance and reaching younger
demographic groups of viewers and listeners. The significance of this research lies in
identifying best practices among traditional media that successfully integrate video podcasts
into their production processes and thereby improve their competitiveness in the digital
environment. This master's thesis will contribute to a better understanding of the broader
phenomenon of media digitalization and offer practical insights for more effectively reaching
younger audiences—an essential factor for the long-term survival of media organizations in a
competitive market.
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