Technological as well as economical and political changes in society provoke dynamic changes in media systems. This is why in Europe de-regulation and re-regulation of the broadcast system started. One reason for this is that new media systems with purely comercial aims have substituted for the previous media system has formed, characterized by the activities of public television as well as private commercial stations. In changed circumstances, the characteristic of public service television that had formaly been very strict and noncomercial have evidently been modified. Beside economic and political changes of the broadcasting we could detect technological changes. New tecnologies brought new platforms which should be part of traditional broadcasting system. It is most important that we research new technologies in the context of quality content that can be offered to the public, and also to think about television as an institution which is an important component of the social cultural and political system. The aim of the paper is to explain the importance of the economic success as one of the basic segments of the national communication system. Additionally, the necessity of the technological developments that will support television in its special role in the dynamic media field would be discussed.Očito je, da se medijska okolina značajno promjenila u tehnološkom, ekonomskom i političkom obziru. To su i razlozi za deregulaciju i re-regulaciju elektronskih medija. U mnogim prilikama su komercijalni sistemi zamijenili predhodne sisteme sa isključivo javnom televizijom. Tako se formirao dualni medijski sistem, koji oblikuju komercijalni i javni televizijski akteri. Javna radiotelevizija postaje važan sudionik na slobodnom tržištu. Za europski medijski sistem karakteristične su aktivnosti kako javne televizije tako i privatnih komercijalnih postaja. U novonastalim prilikama došlo je do promjena karakteristika javnog televizijskog servisa, koji je u prošlosti bio ukrućen i nekomercijalan. U medijskoj okolini promatramo ekonomske, političke i tehnološke promjene. Promjene u tehnološkom razvoju donose nove platforme koje moraju biti uključene u tradicionalnu radioteleviziju. Vrlo je važno promatranje promjena u tehnološkom razvoju u kontekstu nove kvalitete, koja je pružana javnosti. Televizija je tako institucija koja je sastavni dio društvenog, kulturnog i političkog sistema. U članku želimo predstaviti nužnost ekonomskog uspjeha i promjene u tehnološkom razvoju, koji su tijesno povezani sa ostvarivanjem javnog interesa medija
