{"id":23895,"date":"2019-03-13T11:17:33","date_gmt":"2019-03-13T10:17:33","guid":{"rendered":"https:\/\/staging.safejournalists.net\/ako-imate-marketinske-budzete-za-hrvatsku-i-srbiju-bih-je-gratis-trziste\/"},"modified":"2021-06-02T22:58:54","modified_gmt":"2021-06-02T21:58:54","slug":"ako-imate-marketinske-budzete-za-hrvatsku-i-srbiju-bih-je-gratis-trziste","status":"publish","type":"post","link":"https:\/\/safejournalists.net\/bs\/ako-imate-marketinske-budzete-za-hrvatsku-i-srbiju-bih-je-gratis-trziste\/","title":{"rendered":"Ako imate marketin\u0161ke bud\u017eete za Hrvatsku i Srbiju – BiH je gratis tr\u017ei\u0161te"},"content":{"rendered":"

SARAJEVO, 13.3.2019.-Bosna i Hercegovina, manja dr\u017eava u Evropi, ima turisti\u010dke potencijale, solidno iskori\u0161tene, izvoz robe i usluga u nekoliko grana, dijelom dobrostoje\u0107i, ali na\u017ealost, zbog niske vrijednosti radne snage, prehrambena industrija, \u010dijim potencijalnima nema kraja, a izme\u0111u ostalog i medijska industrija, nemaju mogu\u0107nosti da iskoriste sve potencijale. <\/strong><\/p>\n

Kada je rije\u010d o medijskoj industriji, Bosna i Hercegovina je najliberalnija dr\u017eava, sigurno, u Evropi. Koji su me elementi naveli na ovaj zaklju\u010dak? U Bosni i Hercegovini, kada je rije\u010d o tome, mo\u017eete raditi gotovo \u0161ta god ho\u0107ete. Ovdje \u0107u odvojiti po segmentima medije:<\/p>\n

Print <\/strong><\/p>\n

O printu ne \u017eelim mnogo. Osnovni problem je da su odavno nepoznati i netransparentni tira\u017ei. S druge strane, \u010ditaoci misle da \u201eodumire\u201c. Zbog toga zainteresovanost za ogla\u0161avanje drasti\u010dno pada. O\u010dito je da su sami krivi za to. Stanje u Evropi nije ovako dramati\u010dno. U jednom periodu bud\u017eeti su u svijetu imali evidentan pad, ali se povjerenje donekle vratilo. Naravno, print ne\u0107e nikada imati bud\u017eete kakve je imao u pro\u0161lom vijeku.<\/p>\n

Portali i ostali digitalni mediji<\/strong><\/p>\n

Trenutno stanje i razvoj su velika enigma ne samo korisnicima, nego i onima koji kreiraju informacije, odnosno digitalnim medijima. Mogu\u0107nosti su velike i neiskori\u0161tene, ideje koje imaju kreativni timovi se realizuju i ne vidi se kraj ovom vidu komunikacije s korisnicima. Ali, problemi u BiH su kao i u ostalim sektorima.<\/p>\n

Portale ne morate nigdje registrovati, jer domenu mo\u017eete prijaviti bilo gdje u svijetu. Registrujete pravni subjekt koje izdaje fakture za marketin\u0161ke usluge na tom istom portalu. Zna\u010di, portal niste registrovali na tog pravnog subjekta, nego virtualno, negdje u svijetu. Na portalu, u impressumu, ne mo\u017eete vidjeti ko je vlasnik, ko je urednik, ko odgovara za vijesti, ko odgovara po bh. zakonima, koga \u0107ete tu\u017eiti za klevetu i sli\u010dno. Zna\u010di, portal djeluje potpuno nelegalno, radi apsolutno \u0161ta ho\u0107e, ve\u0107inom fake news, ali uzima dio medijskog kola\u010da u BiH.<\/p>\n

Klijente, prije svega, zanima da li javnost pri\u010da o doti\u010dnom portalu, je li on \u201ein\u201c. Oni nemaju uvida u stvarno stanje, stvarni rejting, i po osnovu toga te po osnovu visine popusta odre\u0111uju na kojem portalu \u0107e tro\u0161iti bud\u017eete. Nekoliko desetaka portala zaista po\u0161tuje profesiju, zakone, zaposlene, tr\u017ei\u0161te, donekle i autorska prava, i oni sigurno imaju budu\u0107nost. Kada je rije\u010d o ogla\u0161avanju na ostalim digitalnim medijima, klijenti u BiH imaju problem neznanja, neprofesionalnog pristupa raspodjeli bud\u017eeta. Pojedini klijenti smatraju da je digitala sasvim dovoljna da se ostvari komunikacija s konzumentima, da je dovoljno da registrujete svoju Facebook stranicu i da ste zavr\u0161ili kampanju. Ne znaju da tek tada posao po\u010dinje.<\/p>\n

Outdoor<\/strong><\/p>\n

Rijetki su koji djeluju u skladu s bh. zakonima. Oni koji su osnovali pravni subjekt, koji po\u0161tuje svu bh. regulativu, prvenstveno po\u0161tuju regulativu u\u00a0vezi s postavljanjem pozicija. Osim toga, u BiH nemamo regulativu kao u zemljama EU, jer se pozicije outdoor mogu postavljati gdje god po\u017eelite. Tako imamo \u0161umu takvih uz glavne saobra\u0107ajnice u urbanim zonama, ali i izvan njih. To se mo\u017ee vidjeti samo na Balkanu. Na\u017ealost, klijente ne zanima da li vi imate svu neophodnu dokumentaciju za oglasnu poziciju, je li to nelegalno i sl. Klijente zanima mjesto gdje je postavljen i cijena.<\/p>\n

Elektronski mediji<\/strong><\/p>\n

Bh. radiostanice su pre\u017eivjele sve prve napade alternativnih medija. Vi\u0161e je razloga. U ovom dijelu medijske industrije nemate mogu\u0107nost nelegalnog osnivanja i nelegalnog rada. RAK izdaje licencu, nadgleda tehni\u010dke uvjete i programske sadr\u017eaje. U vezi s marketin\u0161kim bud\u017eetima, svako ima svoj dio bud\u017eeta i svako od njih je donekle zadovoljan. Televizija je ostala najja\u010di medij u BiH. Kao i u svijetu. I po utjecaju, po vremenu konzumiranja, ali i po visini bud\u017eeta.<\/p>\n

Me\u0111utim, u BiH u tom biznisu je najve\u0107a konkurencija, stra\u0161an damping cijena, najnepovoljnije poslovanje, nelojalan udar iz drugih dr\u017eava. Neki su pokrenuli ovaj biznis zbog profita, neki zbog politike, a imam osje\u0107aj, tre\u0107i jer nisu imali \u0161ta drugo raditi. U BiH bez ikakvih problema mo\u017eete poslovati kako vas volja. Registrujete off shore kompaniju bilo gdje. U toj zemlji dobijete licencu za emitovanje programa, iako vi program proizvodite u BiH, s poznatom adresom, poznatim zaposlenim dr\u017eavljanima BiH, s doma\u0107im gostima u programu.<\/p>\n

Zna\u010di, sve je o\u010dito namijenjeno tr\u017ei\u0161tu BiH, ali pravno vi nemate nikakve veze s BiH. Uz sve to, dobro ste do\u0161li u kablovskim sistemima u BiH. Za takve kablovske kanale ne va\u017ee bh. zakoni. Ali takvi imaju mogu\u0107nost prodaje marketin\u0161kog prostora, uzimaju sve ve\u0107i dio bud\u017eeta. Ovi kablovski kanali, osim prihoda od marketinga, imaju i dodatne prihode u BiH, od prodaje prava kabl operaterima. To je prodaja kontenta. Pretpostavka je da se ovdje radi o vi\u0161e od osamdeset miliona BAM godi\u0161nje. Ako dodate i marketin\u0161ke bud\u017eete koji se odlivaju ili su se zbog ovoga umanjili u BiH, svake godine medijsko tr\u017ei\u0161te TV-stanica gubi vi\u0161e od stotinu miliona BAM.<\/p>\n

S druge strane, javni servisi, pogotovo Federalna televizija, koja je najve\u0107i \u201ekomercijalni\u201c medij u BiH, i kao takva diktira tr\u017ei\u0161te, najvi\u0161e \u201edampinguje\u201c, ru\u0161i bh. tr\u017ei\u0161te. Nedavno je gre\u0161kom zalutao e-mail, do svih ve\u0107ih medija, u kojem je jedna bh. agencija slala izvje\u0161taj svom me\u0111unarodnom klijentu. Iz toga se vidi da je GRP cijena na FTV sramotno niskih 20 \u20ac. U istom izvje\u0161taju OBN i PINK BH imaju cijene ve\u0107e od 30 \u20ac. Ovakvom politikom FTV se po\u010deo baviti 2010. godine, kada je i po\u010delo naru\u0161avanje cijena kod svih medija, ne samo televizija. Kada klijent vidi kakvu cijenu nudi najgledaniji medij, prema istra\u017eivanju koje u BiH vr\u0161i Nielsen\/Audience measurement, onda me\u0111unarodni klijenti kod ostalih medija, radio, print, portali, outdoor, umanjuju bud\u017eete, a mediji moraju sniziti cijene.<\/p>\n

Cijene GRP u susjednim dr\u017eavama su ve\u0107e od 80 \u20ac. Zbog \u010dega FTV mo\u017ee prodavati svoju uslugu ovako jeftino? Ne pla\u0107aju poreze i doprinose, ne pla\u0107aju obaveze prema BHRT-u, imaju dugovanja u iznosu desecima miliona KM. Jedino ispla\u0107uju pla\u0107e zaposlenim i strani program. Nikakva pamet za to nije potrebna, da bi bili \u201euspje\u0161ni\u201c. Najgore u svemu je da dr\u017eavni organi, \u0161ute\u0107i, ne kontroli\u0161u\u0107i ovo, podr\u017eavaju bezvla\u0161\u0107e, ali i nelojanu konkurenciju ostalim medijima.<\/p>\n

Na ovakav potpuno liberalan na\u010din, prije svega u televizijskim sadr\u017eajima, su\u0161tina je da mi nismo za\u0161titili doma\u0107u kulturu, umjetnost, politi\u010dki i ekonomski \u017eivot, jer je utjecaj medija iz regije promijenio i svijest i poglede gra\u0111ana, a svakim danom mijenja i jezik, pogotovo kod mla\u0111ih generacija. Poznato je da kada klijenti pregovaraju s terestrijalnim i kablovskim TVstanicama u Beogradu i Zagrebu, te ako dogovore zadovoljavaju\u0107i bud\u017eet, BiH dobijaju gratis.<\/p>\n

Sve u svemu, cijene medijskih usluga u BiH su takve da vi u svom poslovnom planu za idu\u0107u godinu slobodno mo\u017eete zacrtati da ne\u0107ete ostvariti plan prihoda, a plan rashoda ne mo\u017eete umanjiti. U po\u010detku znate da vjerovatno ne\u0107ete isplatiti sve pla\u0107e ili da ne\u0107ete platiti poreze i doprinose. Komercijalni mediji su pod permanentnom kontrolom inspekcijskih organa i ne mo\u017eete izbje\u0107i pla\u0107anje da\u017ebina kao javni servisi. Zna\u010di, mediji ne posluju pod jednakim uvjetima. Mediji posluju nau\u0161trb profesionalizma i svih pravila objektivnog novinarstva. Do kada ovakva situacija mo\u017ee trajati? Jedini izlaz vidim u tome da se vi\u0161e medija: elektronski, print, outdoor, novi mediji, udru\u017ee, promijene svoje cijene i uvjete poslovanja, zajedno poku\u0161aju prodaju, \u010dak rizikuju\u0107i da \u0107e mo\u017eda i propasti. Neko mora napraviti rez i re\u0107i DOSTA.<\/p>\n

Ovaj tekst je originalno objavljen u devetom specijalnog biltena\u00a0Udru\u017eenja BH Novinari<\/a>, koji se realizira u okviru projekta \u201cMediji i javni ugled\u201d, kao doprinos javnoj raspravi o temi transparentnosti medijskog vlasni\u0161tva i zagovaranju dono\u0161enja zakona za unapre\u0111enje medijskog prostora i tr\u017ei\u0161ta informacija u BiH. Bilten mo\u017eete preuzeti\u00a0ovdje.<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SARAJEVO, 13.3.2019.-Bosna i Hercegovina, manja dr\u017eava u Evropi, ima turisti\u010dke potencijale, solidno iskori\u0161tene, izvoz robe i usluga u nekoliko grana, dijelom dobrostoje\u0107i, ali na\u017ealost, zbog niske vrijednosti radne snage, prehrambena industrija, \u010dijim potencijalnima nema kraja, a izme\u0111u ostalog i medijska industrija, nemaju mogu\u0107nosti da iskoriste sve potencijale. Kada je rije\u010d o medijskoj industriji, Bosna i […]<\/p>\n","protected":false},"author":6,"featured_media":23896,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1200],"tags":[],"class_list":["post-23895","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news_sarajevo"],"acf":[],"yoast_head":"\nAko imate marketin\u0161ke bud\u017eete za Hrvatsku i Srbiju - BiH je gratis tr\u017ei\u0161te – SafeJournalists<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/safejournalists.net\/bs\/ako-imate-marketinske-budzete-za-hrvatsku-i-srbiju-bih-je-gratis-trziste\/?lang=bs\" \/>\n<meta property=\"og:locale\" content=\"bs_BA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ako imate marketin\u0161ke bud\u017eete za Hrvatsku i Srbiju - BiH je gratis tr\u017ei\u0161te – SafeJournalists\" \/>\n<meta property=\"og:description\" content=\"SARAJEVO, 13.3.2019.-Bosna i Hercegovina, manja dr\u017eava u Evropi, ima turisti\u010dke potencijale, solidno iskori\u0161tene, izvoz robe i usluga u nekoliko grana, dijelom dobrostoje\u0107i, ali na\u017ealost, zbog niske vrijednosti radne snage, prehrambena industrija, \u010dijim potencijalnima nema kraja, a izme\u0111u ostalog i medijska industrija, nemaju mogu\u0107nosti da iskoriste sve potencijale. 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