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Visuomeninis transliuotojas skaitmeninės transformacijos procese: LRT medijų grupės profesionalų įžvalgos

Authors: Žvirblis, Laimonas;

Visuomeninis transliuotojas skaitmeninės transformacijos procese: LRT medijų grupės profesionalų įžvalgos

Abstract

The activity of the public broadcaster began after the First World War and has been successfully operating until today. After starting its operation by radio waves, the public service broadcaster during its activity experienced several challenges. Its work has been constantly discussed and even received quite a lot of criticism. Why is it needed? What is it good for? Especially, many discussions took place with the onset of technological advances. Digitization is one of the most prominent innovations of technological progress, which caused a huge revolution in the activities of the public service broadcaster and in its relationship with the public. Adapting to the challenges posed by digitization has been difficult but necessary for the public service broadcaster. It was noticed that if the public service broadcaster refuses to use the tools created by digitalization, the audience’s attention began to decrease. Therefore, to remain relevant and necessary, the public service broadcaster needed not only to participate in the process of digital transformation, but even to rethink its priorities and operational functions. This paper will examine the participation of the Lithuanian National Radio and Television (LRT) in the process of digital transformation. LRT's approach to this process can be partially clarified in the “2023-2027 LRT Strategy”. The digitization process in this document is mentioned more than once. However, this does not fully prove that LRT is focusing on this. Therefore, a qualitative study was conducted – a semi-structured interview in which professionals from the LRT media group participated. During it, the main seek was to find out the answers to various questions relevant to this thesis. How journalists manage to work in a media environment affected by digitalization? What are the challenges? How has digitization changed the specifics of their work? How do they rate LRT? How did LRT change? How is LRT participating in the digital transformation process? In order to answer these questions, the object of the final thesis has been singled out – the viewpoint of LRT media group professionals working in the public broadcaster towards LRT's adaptation to the digitization process and changing work specifics. The aim of the thesis is to find out how the professionals of the LRT media group evaluate the Lithuanian public broadcaster in the process of digital transformation. The conclusions of the thesis research showed that, despite being exposed to various challenges, the public service broadcaster always knew how to adapt. The digitalization process should not be feared, but should be participated in, to achieve the best possible connection with the public. Over the years, the focus on the audience has grown steadily. Gradually, it became clear that the public broadcaster needs to change, participate in the digitization process, and implement new technologies in its activities. In other words, to create a digital partnership. The informants who participated in the research claim that LRT is a contemporary and modern public service broadcaster. Actively participates in the digitization process and understands its importance. According to them, LRT tries to reach the widest possible audience in every possible way. Takes advantage of all media channels and uses them purposefully. Started working on content for youth and children. In addition, against the background of modern media challenges, LRT becomes a guiding star of accurate and reliable information. To ensure that only correct and fact-checked information reaches the public.

Visuomeninio transliuotojo veikla prasidėjo po Pirmojo pasaulinio karo ir sėkmingai veikia iki šių dienų. Pradėjęs veiklą radijo bangomis, visuomeninis transliuotojas veiklos eigoje patyrė nemažai iššūkių. Jo vykdoma veikla buvo nuolat diskutuojama, sulaukė nemažai kritikos. Kodėl jis reikalingas? Kam jis naudingas? Ypatingai daug diskusijų vyko prasidėjus technologijų pažangai. Skaitmeninimas – viena ryškiausių technologinės pažangos inovacijų sukėlusių didžiulį perversmą visuomeninio transliuotojo veikloje bei santykyje su visuomene. Visuomeniniam transliuotojui prisitaikyti prie skaitmeninimo sukeltų iššūkių buvo sunku, tačiau būtina. Pastebėta, jog visuomeniniam transliuotojui nesinaudojant skaitmeninimo sukurtais įrankiais, auditorijos skiriamas dėmesys pradėjo mažėti. Tad norint išlikti aktualiu ir reikalingu, visuomeniniam transliuotojui reikėjo ne tik dalyvauti skaitmeninės transformacijos procese, bet netgi permąstyti savo prioritetus ir veikimo funkcijas. Šiame darbe bus nagrinėjamas Lietuvos nacionalinio radijo ir televizijos (LRT) dalyvavimas skaitmeninės transformacijos procese. LRT požiūrį į šį procesą iš dalies galima išsiaiškinti „2023-2027 metų LRT strategijoje“. Šiame dokumente, skaitmeninimo procesas minimas ne kartą. Tačiau tai neįrodo, jog LRT iš tikrųjų į tai orientuojasi. Todėl atliktas kokybinis tyrimas – pusiau struktūruotas interviu, kuriame dalyvavo LRT medijų grupės profesionalai. Jo metu siekta išsiaiškinti atsakymus į įvairius šiam baigiamajam darbui aktualius klausimus. Kaip žurnalistams sekasi dirbti skaitmenizacijos veikiamoje medijų aplinkoje? Kokių iššūkių kyla? Kaip skaitmenizacija pakeitė jų darbo specifiką? Kaip jie vertina LRT? Kaip LRT keitėsi? Kaip LRT sekasi dalyvauti skaitmeninės transformacijos procese? Siekiant atsakyti į šiuos klausimus, išskirtas baigiamojo darbo objektas – LRT medijų grupės profesionalų, dirbančių visuomeniniame transliuotojuje, požiūris į LRT prisitaikymą prie skaitmenizacijos proceso ir kintančios darbo specifikos. Baigiamojo darbo tikslas – išsiaiškinti, kaip Lietuvos visuomeninį transliuotoją skaitmeninės transformacijos procese vertina jame dirbantys LRT medijų grupės profesionalai. Baigiamojo darbo tyrimo išvados parodė, jog nors ir veikiamas įvairių iššūkių, visuomeninis transliuotojas visuomet mokėjo prisitaikyti. Skaitmenizacijos proceso reikia ne išsigąsti, o dalyvauti jame, norint pasiekti kuo geresnį ryšį su visuomene. Bėgant metams dėmesys auditorijai nuolat augo. Pamažu tapo aišku, jog visuomeniniam transliuotojui reikia keistis, dalyvauti skaitmeninimo procese, diegti savo veikloje naujas technologijas. Kitaip tariant – kurti skaitmeninę partnerystę. Tyrime dalyvavę informantai teigia, jog LRT – šiuolaikiškas ir modernus visuomeninis transliuotojas. Aktyviai dalyvauja skaitmeninimo procese ir supranta jo svarbą. Anot jų, LRT visais įmanomais būdais stengiasi pasiekti, kuo platesnę auditoriją. Išnaudoja visų medijų kanalų galimybes ir tikslingai jais naudojasi. Pradėjo dirbti su turiniu, skirtu jaunimui ir vaikams. Be to, šiuolaikinių žiniasklaidos iššūkių fone, LRT tampa tarsi tikslios ir patikimos informacijos kelrode žvaigžde. Siekiant, jog visuomenę pasiektų tik teisinga ir faktais patikrinta informacija.

Country
Lithuania
Related Organizations
Keywords

Skaitmeninimas, Digitization, Žurnalistas, Visuomeninis transliuotojas, Journalism, Public service broadcaster, Journalist, Žurnalistika

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  • citations
    This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    0
    popularity
    This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
    Average
    influence
    This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    Average
    impulse
    This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
    Average
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citations
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
Related to Research communities
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