The Quality of Albanian Public Television Offer
Based on the data obtained from a scientific research on television offer quality of Albanian Public Television (TVSH) conducted by the Department of Journalism and Communication in the University of Tirana, and also based on in-depth analysis of these data, it results that the application of new digital technologies in the Albanian television industry has affected the formats of TV programmes, the relationships between television and its audiences and has made possible the emergence of new television channels with new professional and legal status. The spekter of new digital technologies, which starts from the production stage and reaches the space of the web and through internet appears on the small screens, has brought a radical change in the TV content. These are transformations that reveal a new television context and have changed not only the format of TV programmes, but also the TV programming itself, the economic model embraced by broadcasting companies, the journalistic and other skills needed in today’s television industry, etc.
As revealed by the research, Albanian Public Television (TVSH) is not adapted to these transformations yet, and this is reflected in the audience perception on the quality of the television offer of TVSH as well as in the abandonment of its programs and migration of the audience toward private broadcasters or to the Web TV content. TVSH still remains an atavistic structure within Albanian media system and it is essential to reframe it as a public information agency and to rebuild its relationship with broad audiences.