Digital Disruption and Competitive Dynamics in Romania’s Television Sector

Brancu Cristian () and Turcu Oana ()
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Brancu Cristian: Bucharest University of Economic Studies, Bucharest, Romania
Turcu Oana: Bucharest University of Economic Studies, Bucharest, Romania

Proceedings of the International Conference on Business Excellence, 2025, vol. 19, issue 1, 1947-1956

Abstract: This study explores the competitive dynamics reshaping the television sector in Romania, driven largely by digital innovation and technological progress. The broadcasting industry has evolved considerably, seeing an increase in rivalry among key players. The research explores these developments by evaluating the main stakeholders, market behavior, legal context, and prevailing challenges in the field. Employing both qualitative insights from media professionals and secondary data analysis, the study highlights a multifaceted landscape where local broadcasters such as Pro TV, Antena 1, and TVR compete intensely for viewer attention and advertising revenue. The introduction of foreign channels has added further intricacy. Regulatory oversight, primarily by the National Audiovisual Council, is crucial in directing market practices through licensing, content standards, and the promotion of digital broadcast technologies. The study also addresses how networks are reshaping their content offerings in response to the popularity of streaming platforms and shifting audience habits, suggesting that technological advancement is both a disruptor and a catalyst for growth within Romania’s television sector.

Keywords: Digitalization; Television Broadcasting; Market Competition; Audience Fragmentation; Advertising Strategies; Media Regulation (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:19:y:2025:i:1:p:1947-1956:n:1015

DOI: 10.2478/picbe-2025-0151

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