Television news channels positioning strategies

JC Revista românã de URNALISM OMUNICARE Anul XIV (XVIII), nr. 1 (58), 2019 ºi SERIE NOU~ ISSN 2559 - 3706 JC Revista românã de URNALISM OMUNICARE ºi DIRECTOR MIHAI COMAN [email protected] DTP ARS DOCENDI [email protected] REDACTOR ªEF RALUCA RADU [email protected] CONSILIUL REDACÞIONAL Delia Cristina BALABAN, Universitatea „Babeº-Bolyai”, Cluj-Napoca, România * Oana BÃLUÞÃ, Universitatea din Bucureºti, România * ªtefan BRATOSIN, Université de Toulouse 3, Franþa * Gheorghe CLITAN, Universitatea de Vest, Timiºoara, România * Cristina COMAN, Universitatea din Bucureºti, România * Boguslawa DOBEK-OSTROWSKA, Wroclaw University, Polonia * Daniela FRUMUªANI, Universitatea din Bucureºti, România * Gheorghe Ilie FÂRTE, Universitatea „Al. I. Cuza”, Iaºi, România * Peter GROSS, The University of Tennesse, SUA * Constantin HARIUC, Universitatea Ecologicã, Bucureºti, România * Heikki HEIKKILA, University of Tampere, Finlanda * Lucian IONICÃ, Universitatea de Vest, Timiºoara, România * Gerd KOPPER, Dortmund University, Germania * Pascal LARDELIER, Université de Bourgogne, Dijon, Franþa * Mirela LAZÃR, Universitatea din Bucureºti, România * Aurelia LÃPUªAN, Universitatea „Ovidius”, Constanþa, România * Valentina MARINESCU, Universitatea din Bucureºti, România * Gianpietro MAZZOLENI, Università degli Studi di Milano, Italia * Bernard MIEGE, Université Stendhal, Grenoble3, Franþa * Pierre MOEGLIN, Université Paris XIII, Franþa * Pierre MORY, I.H.E.C.S., Belgia * Carmen NEAMÞU, Universitatea „Aurel Vlaicu”, Arad, România * Viorica Aura PÃUª, Universitatea din Bucureºti, România * Radu PÂRVU, Universitatea „C. Brâncoveanu”, Piteºti, România * Marian PETCU, Universitatea din Bucureºti, România * Dana POPESCU, Université Lyon2 Lumière, Franþa * Ilie RAD, Universitatea „BabeºBolyai”, Cluj-Napoca, România * Eric ROTHENBUHLER, Webster University, USA * Luminiþa ROªCA, Universitatea din Bucureºti, România * Stephan RUSS-MOHL, Universita della Svizzera italiana, Elveþia * Monica SPIRIDON, Universitatea din Bucureºti, România * Laurenþiu ªOITU, Universitatea „Al. I. Cuza”, Iaºi, România * Johanna SUMIALA, University of Helsinki, Finland REDACÞIA Facultatea de Jurnalism ºi ªtiinþele Comunicãrii, Bulevardul Iuliu Maniu, nr. 1-3, Sector 6, Bucureºti, Telefon: 021 3181555 Revistã recunoscutã de CNCSIS - 2011, în categoria B+ (cod 779) Site-ul Revistei Române de Jurnalism ºi Comunicare: www.jurnalism-comunicare.eu Revista se află în bazele de date EBSCO, ProQuest şi RePEc. ISSN 2559 - 3706 & ISSN-L 1842 - 256X Romanian Journal of Journalism & Communication cuprins MediAnalysis Branding Elements in the Romanian Orthodox Church Diana COMAN 5 Iulia Hașdeu – A symbol of online magic Oana POPESCU 16 Brexit. How to communicate it. Romania’s Strategic Communications concerning it in 2016 Handy-Francine JAOMIASA 24 Journalism Television news channels positioning strategies Arina-Ioana MOGA 32 Les médias influencent-ils l’agenda parlementaire en Roumanie ? Ionela GAVRIL 39 Journalism Journalism Television news channels positioning strategies Arina-Ioana MOGA, University of Bucharest, Romania Jurnalism ºi comunicare * Anul XIV, nr. 1, 2019 Abstract 32 Different strategies are used by media organizations to attract consumers. The technological revolution favored the emergence of unprecedented competitive dynamics, which led to a change in how media products are consumed. An unprecedented competitive dynamics stroke after a technological revolution appeared in the field, a fact that led to a change in how media products are consumed. The Romanian audiovisual market “is one of the most developed audiovisual markets in Central and Eastern Europe” (Cerban, 2012), with around 700 operating TV channels. The televisual consumption level in Romania is growing by the day, with almost double the world average level, and the 24 hour news channels have been occupying the first place in the preferences of the viewers with a percentage that reached 77% (Olteanu, 2017). In this context, news televisions do not only compete among themselves, on their niche, but try to get as much profit as possible from the broadcast advertising income in general. This research aims to analyze the strategies used by the news stations in Romanian to position itself into the mass media market. The data presented in this material are part of the doctoral research “Publishing and Marketing Strategies of Romanian Television News” conducted by the author in his capacity as PhD student at the Faculty of Journalism and Communication Sciences, University of Bucharest. Keywords News television, media market, positioning strategy, informative niche, media competitors. Résumé Les organisations de média utilisent diverses stratégies afin d’attirer les consommateur. La révolution technologique a favorisé l’apparition d’une dynamique concurrentielle sans précèdent, fait qui a mené un changement de la manière dont on consume les produits média. Le marché audiovisuel de Roumanie se situe « parmi les plus développées marchés de l’audiovisuel, de l’Europe centrale et de l’Est » (Cerban, 2012), ici fonctionnant environ 700 télévisions. En dépit de cela, la consommation télévisuel de Roumanie est en croissance, avec une quota presque double par rapport à la média mondiale, les canaux informatifs en occupant la première place dans les préférences des téléspectateurs de notre pays avec 77% (Olteanu, 2017). Dans ce contexte, les télévisions de nouvelles ne concurrent pas seulement entre eux, sur leur niche spécifique, mais essaie d’obtenir une quota plus grande des revenus reçus de la publicité diffusée. Le présent article se propose d’analyser les stratégies utilisées par les stations informatives de Roumanie afin de se positionner sur le marché mass-média. Les données présentées dans ce document font partie de la recherche doctorale “Stratégies de publication et de marketing des informations de la télévision roumaine” menée par l’auteur en sa qualité d’étudiant au doctorat à la Faculté de journalisme et de sciences de la communication de l’Université de Bucarest. Mots clés Nouvelles télévision, marché des médias, stratégie de positionnement, niche informative, concurrents des médias. Jurnalism ºi comunicare * Anul XIV, nr. 1, 2019 a company in the market of a product. It is expressed in percentages with values between 0 and 100 (Kotler et alii., 1999, p. 1105). In parallel, the challenger will also seek to increase the market share, by attacking the leader of companies of the same size or smaller ones. Positioning will need to reflect the organization’s image and offer so that the audience can appreciate what the chosen television is in relation to the competition. Creating a different position and maintaining it can help a company overtake its competitors. Philip Kotler (2000) shows seven types of positioning strategies that can be applied to a business regardless of the nature of its activity: positioning by attributes; positioning based on the benefits of products; positioning according to the use of products or services; user-oriented positioning; positioning in relation to competition; positioning based on belonging to a product category; positioning in relation to the origin of the products (Kotler, 2000, p. 397). Positioning strategy can be achieved by studying the competitors, choosing a position and evaluating the rentable profitability of the target position, of course after taking into account all the resources necessary to occupy the desired position and to defend it, ensuring the link between the positioning and the components of the mixed marketing. Before anything, the position of the products in the consumer’s conception should be analyzed. The product positioning strategy will allow the company to move on to the next step, that involves the ability to develop competitive marketing strategies. In the process of winning a position in the market, competitors use different methods to achieve their goals. Kotler (2000, p. 494) describes five attack strategies used by companies in the market: frontal attack, lateral attack, encircling attack, avoidance attack, and guerrilla attack. Through an analogy with the military theory, the marketing professor believes that in setting the attack strategy, the starting point is “the principle of concentrating, implements the fact that the superior combat power should be concentrated at the time and place best suited to achieving the goal that has been set” (Kotler, 2000, p. 494). The methodology: Five news station televisions were selected for this research: Antena 3, B1 TV, Digi 24, Realitatea TV and Romania TV. These media organizations were selected based on: ownership form Journalism Through positioning, there is an attempt to create an image in the mind of some potential consumers, so through this process they would be able distinguish between a media institution and its competitors. Promoting these meaningful differences that will make them valuable and differentiate between competing organizations was defined by Kotler (2000, p. 391) as differentiation. This step will be accomplished within the concentrated positioning strategy, called simple positioning and defined by the same author as “the act of designing the offer and the image of a company so that it occupies a distinct and appreciable place for the attention of the targeted buyers” (Kotler, 2000, p. 391). Any marketing strategy is based on positioning, which is closely related to the mixed marketing. In order to conceive, develop and implement a positioning strategy, it is first necessary to look at how the media institution is perceived at the level of the market, but also how its consumers necessity is perceived. For implementing the positioning concept on the market it is necessary to formulate the most important advantages that products can benefit (Kotler, 2000). The two positioning specialists, Al Ries and Jack Tout, who have defined and popularized this concept, believe that positioning refers to how an organization/ company “is acting on the concept of a potential buyer. That means, you position the product as the buyer’s view” (Ries & Tout, 1981 apud Kotler, 2000, p. 394). Applied to the mass media market, marketing strategy differs from one television to another depending on the placement it occupies in the market. Always, the first-ranked TV station will have to defend its place in front of its competitors. Competitors in lower positions or ranks will try to increase their market share by attacking the leader or the other companies with which they compete in the similar field. These companies, known as “challenger” (Kotler, 2000, p. 493), have often managed to get close to the top of the rankings or dethrone the leader. An another position in which the companies in the lower places can be found is the one in which they collaborate with each other, called by the same economist, as “followers” (Ibidem, p. 493). In addition to defending the occupied position, the leader can try to increase the size of the total market in order to take advantage of sales growth but also to increase its market share, which is the share of 33 Journalism Jurnalism ºi comunicare * Anul XIV, nr. 1, 2019 34 (private); the niche on which it activates (news station televisions); the theme area it covered, mainly being of general news (all fields) and coverage (national). The period of time that will be analyzed in this study will include the period of time 2015-2017. The main objective is to determine the positioning strategies of news televisions on the market in order to attract and retain audiences to keep them on the market. In order to achieve the main objective of this study, I had to frame the following main research question: What approaches and practices do news televisions use in relation to niche competitors in order to position themselves on the market? This study addresses only the practices used by these news televisions, and the whole approach pursues several research levels. The research method used to collect data to approach and achieve the objective of this study, is the case study, considered a useful tool of empirical investigation, which attempts to clarify a decision or set of decisions (Yin, 2005, pp. 27-29). As a research strategy, the case study assumes an all-encompassing approach that includes the design logic, data collection techniques and the specific approaches to analyze them (Ibidem, p. 31). Applied to this approach, the case study focuses on analyzing the five television newscasts in Romania: Antena 3, B1 TV, Digi 24, Realitatea TV, Romania TV, from the perspective of media positioning practices in mass media’s market. Results: In the following pages, we have selected some of the cases that are able to exemplify the strategies used by news televisions with the main competitors to position themselves on the mental map of their target audience. 1. Attacks to Editors Attacks on competitors were present at the level of the news television. In the period under investigation, it has shown that this type of positioning is encountered in the on-line media associated to the news channels even if this act is forbidden in Romania (on the television and on the radio) through the legislation regulating the audiovisual content (CNA 220/2011 ). Digi 24 has harshly attacked Antena 3 and Romania TV in an editorial posted on the official TV news site owned by the businessman Zoltan Teszari, www.digi24.ro. In the editorial signed by Andreea Nicolae, the journalist points out that “TV stations close to the harmful tandem of Ponta-Tariceanu” (Nicolae, 2016). They have used an aggressive campaign of discrediting the justice system in our country through broadcasts and news broadcasts. The author draws a personal, subjective attention to the editorial practices of competing televisions, the news niche leaders, Antena 3 and Romania TV, who “manipulate by using alleged victims of the magistrate‘s excess” (Romniceanu, 2016). The interests of the owner of these media institutions, as well as of some others close ones with criminal records, are defended on the broadcast programs: “This time, a mother and her nine-year-old daughter are used for the cause of the Voiculescu family trust and all the ones involved in criminal records. (...) In the studios of Antena 3 and Romania TV, but also on other media channels with whom they have a friendly relationship, Ponta, Tariceanu and the company then bombarded the audience with welltargeted messages, full of exaggerations or untruths.” (Nicolae, 2016). In another case, Antena 3 drew attention to the fact that Romania TV “stole” their own broadcast. Took over some of the images broadcasted live by Antena 3, without any right for them to broadcast it, by Romania TV and thiswas highlighted this fact in a material, accompanied by images, published on its official website, www.antena3.ro. Under the title “Fail on TV. Romania TV, caught while stealing Antena 3 broadcast – VIDEO”, the article describes how the whole event took place: “On a Breaking News from the NAD, where Titus Corlăţean was heard, on the Romania TV broadcast and it was visible to see the logo of the show <Esenţial>, from Antena 3” (“Gafa la TV”, 2015). The mistake was initially observed and publicized by a local news site in Cluj, Gherla Info, and then taken over and presented by the news television, Antena 3. “The Romania TV channel was caught on the wrong foot, giving a shot of live pictures broadcasted by the opponent television Antena 3 ... The operator’s plan to zoom in on the image so the logo disappears was also thwarted after the moment in which Antena 3 ended the transmission from NAD and on screen, on both stations, and Esential’s performer, Alina Petrescu, appeared” (“Gafă la TV”, 2015). B1 TV also resorted to its website, www.b1.ro, to attack it’s opponent Antena 3. Under the title “THOUSANDS OF EURO from the 4th City Hall for 3. Attacks towards owners An another way of positioning identified for the news niche is the negative editorial campaign directed against the owner of the competing institution. Antena 3-Romania TV In a period of time underthe investigation, the two news televisions, Romania TV and Antena 3, have consistently attacked each other, not only online but also live on the televisions mentioned. In one of the cases, at the end of 2015, the Intact news station broadcast a campaign in which he attacked Deputy Sebastian Ghita, who controlled Romania TV. The attacked institution reacted in the same way, broadcasting news about Dan Voiculescu and Antena 3, a television they called “PNL TV” (Bunea, 2015). Both the content and the titles of the material repeatedly produced by the main competitors of the news television referred directly to Sebastian Ghita and Dan Voiculescu. On Antena 3 among the titles of the materials broadcast in this campaign included: “The companies of Sebastian Ghiţă, the deputy secretary of PSD, has grip on contracts with the state / Sebastian Ghiţă made millions of contracts with the Ministry of Communications / In a few years, the state offered Sebastian Ghita over one billion lei through 350 contracts / Sebastian Ghita, tens of millions of euros from Agriculture” (Ibidem, 2015). At the attacked station, Romania TV, the titles were at the same tone: “Voiculescu, desperate. What he does in jail for money / Total War Voiculescu – Basescu: Who stole More” (Bunea, 2015). Antena 3 – Digi24 The same type of battle for positioning took place between the trusts of the Antena 3 and Digi 24 news televisions. The research in this case revealed the fact that this was the longest campaign by which two trusts were constantly attacked. The campaign began immediately after the cooperation and commercial relations between the two entities deteriorated (2011) and went on for several years until 2018 when the two sides reconciled. Jurnalism ºi comunicare * Anul XIV, nr. 1, 2019 2. Audience data give the subject of audience Any success of the audience is strongly publicized by the television in the case. The greatest fight or competion is among the top two occupants in the official rank of the news niche audience, Antena 3 and Romania TV, as appreciated by the Kantar Media Audiences. In September of 2016, Intact’s television news channel announced the main competitor, Romania TV, when it presented live audiences. Practically, at the end of the “Sinteza zilei” show, the moderator and manager of the station Mihai Gadea made the previous day’s audience public, leaving only four live coverage out of the five niche televisions, respectively: Antena 3, Digi 24, Realitatea TV and B1 TV. “Romania TV was not on the graphic of the station ... (...) on the day and the period from which the data were published, Romania TV was on the second place between Antena 3 and Digi 24. Romania TV was not included in any other graphics that Mihai Gadea presented as being from the News Channels niche.” (Obae, 2016). The action of the Antena 3 took place in the context in which Romania TV conquered at that time the position of leader of the news niche ranking on several levels. The official data of the measurements made by Kantar Media Audiences and presented by the Romanian Association for Audience Measurement, ARMA, reveals that at the national level, according to the whole country’s daily average TV station Romania TV passed in the spring of 2016, before Antena 3, rising to the 4th place in the top of national audiences (arma.org.ro). In August of 2016, Romania TV managed, for the first time, to surpass the same news channel of the Intact group, gaining in the urban environment, by the daily average, plus the Prime-Time (19.00-23.00) at national level. Antena 3 has kept its first place in the highest audience, only at the urban level (Bunea, 2016). Journalism ANTENA 3: MONEY OF BUCHAREST CITIZEN, in the pockets of the VOICULESCU’S family”, the article drew attention to the fact that the competing television would benefit from public money with “dedication” (“Mii de euro”, 2017) a thing that would be following after a new advertising contract concluded with one of the city halls. One of the two B1TV owners, Sorin Oancea, was the former general manager of Antena 3 (until 2010), where he still had a 25% shareholder until 2013, after which the percentage fell to 5,3% (C.I., 2013). The decrease in the percentage of the share in the competing television was based on a capital increase made by the main shareholders of Antena 3 S.A., Camelia and Corina Voiculescu, Sorin Oancea appealed at court for Dan Voiculescu’s daughter’s action. 35 Journalism Jurnalism ºi comunicare * Anul XIV, nr. 1, 2019 36 Intact’s latest campaign in 2017, mainly through the Antena 3 news channel, made publicly available some recordings of RCS & RDS owner Zoltan Teszari and its manager Ioan Bendei. The titles attributed to the Antena 3 programs under which the negative campaign was carried out and linked these characters and alleged crimes: “Devastating blow for RCS & RDS / Director RCS & RDS accused of money laundering / Recordings: Located in the NAD headquarter, Bendei directs bribes / Giant scandal at Digi 24 after the revelations of Antena 3 / Stunning document from RCS&RDS’s record – Antena 3 / Records Zoltan Teszari – John Bendei about Antena 3 / Evidence hidden by NAD prosecutors – RCS & RDS record – Antena 3” (www.antenaplay.ro). Throughout the tense period, RCS & RDS representatives did not respond to the campaigns initiated by the Intact Media group, but they went and got addressed to them judiciary means. Through the broadcasts and material distributed especially by Antena 3, united into a “concerted denigration campaign” (“Poziția oficială a companiei RCS & RDS”, 2017), Intact trust channels acted against some of the shareholders and trustees of the rival trust RCS & RDS “in means to get them a malicious imagery, a public presentation in a tendentious manner, information with a malicious mean and false news” (Ibidem, 2017). The RCS & RDS Company denounced “the practice of manipulating public opinion in violation of legal rules” (Ibidem, 2017), to which the media channels of the Intact trusts have appealed. Intact Media Group said the information presented about RCS & RDS in its programs is based on official documents and records. The Voiculescu family trust has publicly announced that the competing company and its owner, Zoltan Teszari, will act in court to “mislead the public opinion and the state institutions.” (“Comunicat Intact Media Group”, 2017). Between the two trusts there were several legal processes. After one of them, the general manager of Antena TV Group SA at that time, Sorin Alexandrescu, was finally sentenced in 2017 to 4 years and 6 months of jail execution because he blackmailed the former administrator of RCS & RDS, Ioan Bendei, with media coverage of alleged corruption offenses (“Dupa ani de zile de scandaluri si procese”, 2018). Also, Camelia Voiculescu received a conviction suspension for implicitly in blackmailing, and Antena TV Group was forced to pay a 200,000 lei fine for the same offense. Dan Voiculescu was acquitted for blackmail complicity (“Dupa ani de zile de scandaluri si procese”, 2018). Discussion This research provides a new perspective of the practices used by Romanian news televisions to position themselves on the market. The approach clarifies how these organizations act according to how the niche competitors work and what they do to win as many viewers as possible and keep them loyal. The research question used to achieve the main objective of this research has led to the identification of the practices used by news televisions, the dominant being the attack on competitors as a positioning strategy. The gathered data revealed the fact that these practices fall into a competitive position, one of seven types of strategies mentioned by Philip Kotler (2000). The perspective from which the actions of the five media organizations were analyzed highlights the fierce competition at the level of the informative niche. The struggle to win the best place at the audience rankings of the Romanian televisions, not only over those in the field niche, outlines the methods applied to achieve their goal. The direct, frontal attack is the predominant kind of attack used during the studied period, 2015-2017. The actions taken by the five organizations highlighted a strong / intense competition environment where there is a continuous struggle to conquer the market. The editorial campaigns through which competitors are attacked directly, frontal, indicate a lack of limitations on these kind of actions. Some of the news televisions do not back away when it comes to attacking their competitors in anyway. The research indicate the fact that Antena 3 had the most recourse to this kind of practice that through it, it attacked its competitors. An overall view of the positioning strategy set by Intact’s television, shows a combination of attack actions and a concerted approach to achieve the fixed target, a process identified by Kotler (2000) as the starting point of the attack strategy. Through the omission of its main competitor, Romania TV, from the presentation of the audience rankings, Antena 3 aimed to fix the perception of viewers as the unconstrained leader of the niche, an action defined by Ries & Tout (1981) as a positioning. Also, through the editorial campaigns in which the In a market with a lot of strong competitive dynamics, the five media organizations studied are trying to attract and retain as many consumers as possible. The article highlighted the fact that news televisions use the attack strategy with their competitors to position themselves in the market. Such attacks, as exemplified in this study, are a part of the editorial and marketing strategies used by the news televisions in Romania. Competition makes these niche channels get to use various solutions in order not to lose the moment’s information and keep the viewer in front of the small screen. Obviously, they are not just a niche on the news niche, but on the entire television market, as news stations aim to climb Bibliography Kotler, P. (2000). Managementul marketingului, Analiză, Planificare, Implementare, Control. (8th ed.). Bucharest, Teora. Kotler, P., Armstrong, G., Sauders, J. & Wong, V. (1999). Principiile Marketingului (7th ed.). Bucharest, Teora. Yin, R. K. (2005). Studiul de caz. Designul, analiza și colectarea datelor. Iași, Polirom. Bunea, I. (2015, December 18). S-au luat la harță. Antena 3, atac la Sebastian Ghiță, România TV, la Dan Voiculescu și <PNL TV>. Pagina de Media. Retrieved from https://www.paginademedia.ro/2015/ 12/s-au-luat-la-harta-antena-3-atac-la-sebastian-ghitaromania-tv-la-dan-voiculescu-si-pnl-tv ; Bunea, I. (2016, September 1). Posturile de știri în august: În premieră, România TV vine peste Antena 3 Jurnalism ºi comunicare * Anul XIV, nr. 1, 2019 Conclusions on the general audience rankings and struggle to get the most from existing advertising money on market. It should be remarked that the news televisions rank first in the preferences of viewers in Romania, in terms of consumption. This study is a premier in this field and it shows how by this approach we can provide an another aspect of the informational channel positioning process. The lack of similar research on the news niche makes comparisons impossible in order to outline other perspectives that can be followed in future researches. The steps taken to report the positioning from the perspective of the editorial products offered to consumers, outlined only a part of the news channel strategies. These analyses, researches, however, never focused on the whole niche and did not cover a niche for a longer period of time. A line that can be followed in these aspects can be about the consumer’s reaction to the editorial campaigns that attack competitors from the niche. The research is indicated as long as these practices are used to positively or negatively position information channels in the perception of viewers. It would also be interesting to follow the attitude of the advertising agencies in relation to the same practices done and that were aimed to make a differences in the market positioning. This angle of approach could be used to study the reaction of advertisers who have decided to pull off advertising from news channels because of editorial slips. Journalism competing stations Digi 24 and Romania TV were attacked, by the informative station of the Voiculescu family trust aimed to unfavorably position the two competitors in the perception of the television consumers. Through the practices he has used, Antena 3 has created a different position in comparison to the other televisions studied, not just in the news niche, but also in the whole television market. Romania TV has also recoursed to the attack strategy against its main competitor, Antena 3. The two televisions had a lot of disputes when it came to them having leadership to their niche, they have created editorial campaigns to attack each other, regardless of the situation. In the same kind of practice, they also attacked against their other competitors, whom they attacked not only at the level of the institution, but also at the level of trust, if that news television was part of one. The sanctions imposed by the Audiovisual Regulatory Forum, CNA, did not stop the negative campaigns started by the main competitors. Such practices are recurrent, the positioning strategies of Antena 3 and Romania TV targeting the first place in the news niche. The level of the ratings recorded by the two channels distances them from the others in the niche: Realitatea TV, B1 TV and Digi 24. They occupy the first place and they will have to defend its position. While the competitors in the lower positions will try to increase their market share by attacking the leader or the other media organizations they compete with. These „challengers” (Kotler, 2000, p. 493) sometimes succeed in approaching the top of the rankings or in dethroning the leader. 37 Journalism Jurnalism ºi comunicare * Anul XIV, nr. 1, 2019 38 și la orașe, după media pe zi. Postul câștigă şi PrimeTime-ul național. Pagina de Media. Retrieved from https://www.paginademedia.ro/2016/09/audienteposturi-de-stiri-in-august-romania-tv-trece-pesteantena-3-si-la-orase ; Cerban, M. (2012, May 24). STATISTICĂ: Câte televiziuni şi radiouri sunt în România. Mediafax. Retrieved from https://www.mediafax.ro/culturamedia/statistica-cate-televiziuni-si-radiouri-sunt-inromania-9667326 ; C.I. (2013, July 24). UPDATE Majorare de capital la Antena 3: Camelia şi Corina Voiculescu au 93% din acţiuni, Sorin Oancea de la B1 TV rămâne cu 5,3%. Sorin Oancea: Am contestat măsura în instant. Hotnews. Retrieved from https://economie.hotnews.ro/ stiri-media_publicitate-15248216-majorare-capitalantena-3-camelia-corina-voiculescu-93-din-actiunisorin-oancea-b1-ramane-5-3.htm ; ***, După ani de zile de scandaluri şi procese, RCS & RDS şi Antena Group au încheiat un contract prin care sting litigiile. (2018, June 18). Ziare.com. Retrieved from http://www.ziare.com/rcs/rds/dupaani-de-zile-de-scandaluri-si-procese-rcs-rds-siantena-group-au-incheiat-un-contract-prin-care-stinglitigiile-1517941 ; ***, Gafă la TV: Romania TV transmite în direct... Antena 3. (2015, octomber 6). Gherla Info. Retrieved from http://gherlainfo.blogspot.com/2015/10/gafa-latv-romaniatv-transmite-in.html ; ***, Gafă la TV. România TV, prinsă când fura emisia Antena 3 – VIDEO. (2015, octomber 7). Retrieved from https://www.antena3.ro/actualitate/ media/gafa-la-tv-antena-3-in-direct-la-romania-tvvideo-317426.html ; Intact Media Group. (2017). Comunicat Intact Media Group, după informarea publică facută de către compania RCS & RDS și de patronul acesteia, Zoltan Teszari. Retrieved from https://www.antena3.ro/ actualitate/comunicat-intact-media-group-dupainformarea-publica-facuta-de-catre-compania-rcsrds-si-de-414378.html ; Nicolae, A. (2016, July 12), Cazul Rarinca sau lecţia de manipulare şi discreditare. Digi 24. Retrieved from https://www.digi24.ro/opinii/cazulrarinca-2-sau-lectia-de-manipulare-si-discreditare546901 ; ***, MII DE EURO din partea Primăriei Sectorului 4 pentru ANTENA 3: BANII BUCUREȘTENILOR, în buzunarele familiei VOICULESCU. (2017, July 4). Retrieved from https://www.b1.ro/stiri/politica/miide-euro-din-partea-primariei-sectorului-4-pentruantena-3-banii-bucurestenilor-in-buzunarele-familieivoiculescu-foto-190690.html ; Obae, P. (2016, September 16). Antena 3 a omis concurentul România TV când a dat audiențele în direct. Pagina de Media. Retrieved from https://www. paginademedia.ro/2016/09/antena-3-a-omisconcurentul-romania-tv-cand-a-dat-audientele-indirect ; Olteanu, A. (2017, July 6). STUDIU despre consumul de TV: O treime dintre români au trei televizoare în casă. Cel mai mare timp petrecut în faţa ecranului TV: opt ore/zi. Mediafax. Retrieved from https://www.mediafax.ro/economic/studiu-despreconsumul-de-tv-o-treime-dintre-romani-au-treitelevizoare-in-casa-cel-mai-mare-timp-petrecut-infata-ecranului-tv-opt-ore-zi-16567450 ; Romniceanu, D. (2016, July 13). Digi24, atac dur la Antena 3 și România Tv. Evenimentul zilei. Retrieved from http://www.evz.ro/digi24-atac-dur-laantena3-si-romania-tv.html ; RCS&RDS. (2017). Poziția oficială a companiei RCS & RDS cu privire la campania de denigrare inițiată de Intact Media Group. Retrieved from https://www.digi24.ro/stiri/actualitate/pozitiaoficiala-a-companiei-rcs-rds-cu-privire-la-campaniade-denigrare-initiata-de-intact-media-group-727747 . Arina-Ioana MOGA, PhD student, Faculty of Journalism and Mass Communication Studies, University of Bucharest, Romania. E-mail: [email protected] Address: Faculty of Journalism and Communication Studies, University of Bucharest, Bdul Iuliu Maniu 1-3, etaj 6, București, România.