Changing the Market Position of Public Television – Case of Croatia, Slovenia and Hungary

Abstract

The market position of public television channels has been changing over the last three decades. From
monopolists, public televisions have become just one of the players on the television market. This paper
analyses the position of public television in Croatia, Slovenia and Hungary. These neighbouring countries
are similar but have different market power of public TV. Croatia has a strong public television, Hungary
has very week public television, and Slovenia is in the middle. The aim of this paper is to show how the
audience of public TV channels has been changing and based on this data, the author will estimate
regression models for future forecasting of audience share for public TV channels in all three countries.
This will enable the analysis of the market position of the whole group of public TV channels in each
country.