Ewolucja telewizji linearnej a rola kanałów tematycznych - kierunki badań nad zmianami i reprodukcją stereotypów płciowych

The objective of this article is to initiate a discussion on the potential for enriching media studies with new fields of analysis, including the examination of thematic channels and market fragmentation, as well as the influence of the medium on the construction of gender and gender stereotypes. The article presents data illustrating the distribution of viewing figures over time, which clearly demonstrate the relationship between the number of TV channels available on the market and their performance. The primary focus of the article is a quantitative analysis of the largest cable and satellite channels with a significant female or male skew, conducted for the period between 2018 and 2023. It presents the dynamics of changes in viewership of selected channels and demonstrates a notable discrepancy in the decline in ratings between female- and male-oriented television channels. The second part of the analysis discusses the most popular programs on each station, in the context of reception by both target groups. The gender binary in the article is a consequence of the limitations of current telemetric measurement capabilities.