Potentials and Challenges of Digit(al)isation and Convergence of Television in Bosnia and Herzegovina

Abstract

This study explores the impact of digit(al)isation and convergence on television in Bosnia and Herzegovina, considering the fact that the digital revolution, sparked by the proliferation of advanced digital technologies, has brought significant changes to the media sphere. One of the key phenomena in contemporary media is media convergence, a multi-meaning concept influencing various stakeholders in the media landscape – media owners, management, journalists, editors, advertisers, and audiences. Qualitative research was conducted in this study, through semi-structured in-depth interviews (N=27) with management, journalists, and editors from Bosnian Herzegovinian TV stations (N=15). The aim of the study is to understand how media professionals navigate digital/convergent circumstances and which advantages and challenges they identify. Based on this research, it can be concluded that media professionals recognise the significance of quality content in the media (irrespective of technological changes), as well as the importance of collaborative effort that underscores shared responsibility to uphold standards and excellence within the dynamic digital media landscape.