THE FUTURE OF SERBIAN MEDIA SPACE – CREATIVE VS. COMERCIAL
In the modern information and knowledge society, there is a strong affirmation of cultural phenomena, and the creative industries that have very great significance for the economic, social, political and general development of society. The term creative industries can be understood as a kind of antinomy, the unity of the opposing concepts – creatively as a reflection of authentic, individual, unique, creative act and industry that involves a unified, mass, schematic and continuous expansion of cultural, artistic, media content. Deregulation as a phenomenon of the nineties, brought to European media space clear delineation of public and commercial media. The differences are related: the question of the extent to which the creative and commercial activity in the media are in harmony or conflict, or whether a priori public broadcasters fulfill their program requirements as increasingly creative and that this component is expected to be completely ignored by commercial broadcasters. The current European and Serbian practices show that this conclusion is not always accurate, consistently and effectively implemented because the going to commercial broadcasters operates as appropriate to public service, that public media forget that their primary goal is quality and satisfaction of all public needs, and not the commercial success parameters. Open question is will the creative industries be influential enough to modify the financial aspects of the business media as well as the expectations in terms of aesthetic and ethical aspects of their program development.