ONTOGENESIS OF CLEAR IMAGE: CONTEMPORARY TELEVISION AND FILM PROGRAMMING ON RADIO TELEVISION OF SERBIA IN THE DIGITAL AGE FROM AN EDITORIAL PERSPECTIVE

This paper examines the transformation of television production, specifically focusing on film programming within the digital environment from an editorial perspective at Radio Television of Serbia (RTS). The study delves into the transition from traditional analog broadcasting, where a single film was aired once a week, often a western, to the complexities of modern digital television production, which incorporates advanced organizational and technical skills, as well as the integration of contemporary technologies in program realization.The research highlights the increasing importance of editorial work in creating diverse and engaging content that caters to various demographic groups, with a special focus on the responsibilities of editors in shaping program quality and audience engagement. As television production has evolved into a leading creative sector, it now encompasses a wide range of genres, multimedia content, and interactive media, reflecting significant changes in both cultural and organizational strategies within the media landscape.The paper also explores the impact of globalization, technological advancements, and changing cultural policies on the development of national public service broadcasters like RTS. It discusses how these institutions have adapted to the challenges posed by a rapidly changing media environment, such as the increasing demand for efficiency, the expansion of content, and the inclusion of marginalized social groups in the programming.Through the examination of editorial practices in contemporary film programming, this work aims to offer insights into the evolving role of editorial decisions in shaping television content, as well as their contribution to the broader cultural and educational objectives of public broadcasting in the digital age.Top of Form