The activities of public service media in new media and its funding

With the development of new technologies, the so-called new media are gaining importance and popularity in society. This leads to a strengthening of the presence of public media in the field of new media. In this context, the author examines how they are moving from a long-term licence model aimed at charging for the ownership of the radio or television receiver to generating income for activities in the field of new media. One of the options is to generate income through advertising, sponsorship or product placement in the online space, another option is to change the fee model and shift to tax, respectively charging natural and legalpersons regardless of the ownership of the receiver. In this context, the author analyses the situation in three Central European countries (Czechia, Slovakia and Austria) that are currently reforming the funding of public service media. In the research, the author focuses on the activity of public media in the online space and how they are changing the current funding model in this regard. The research methods used are mainly analysis of legislative and budgetary documents. The author concludes that public service media tend to move towards new funding models that are either more universal or secure funding from the state budget. National legislation regulating public service media is also being adapted to the new activities of public service media in new media, with measures to ensure the independence of online broadcasting.