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EN
Has the world stopped spinning around a glass screen? Has traditional television been losing its unwavering positions over the years? New technologies specialists argue that video network endangers television. However, for 17 years, the time the average Pole spends in front of the TV has remained almost the same. As can be seen from the annual „Information about the problems of broadcasting”, prepared by the Office of Strategy in the National Broadcasting Council of Poland (KRRiT) in 2013, Poles watch television for an average of 4 hours and 7 minutes a day. TV still has its loyal audience, but it has to compete in fighting for viewers’ attention. The increasing availability of mobile devices and broadband internet access resulted in necessity of dealing with the changes in the use of media and the change in the needs and preferences of viewers. „Big Three” of broadcasters in response to recorded in recent years decline in the television market is taking action. One of these activities is to fight for the viewer in the network, through online platforms operated based on video on demand service – vod. In my article I will show to what extent the three major broadcasters in Poland use the content delivery network. The fact that theirs productions are distributed in the network is unquestionable. It is worth to consider the extent of this phenomenon. The article analyzes the internet video services: vod.tvp.pl, IPLA, TVN Player owned in sequence by TVP, TV Polsat and TVN.
EN
The article takes all of the abovementioned legacy of European Union Law into consideration while analysing them in depth through the prism of the principle in question and via careful comparisons of each of them as well. Particular attention is paid to the following issues, namely: the legal nature of the principle in question, its treaty sources, its scope of application, the principle in question in the light of the abovementioned directives – namely the Directive on audiovisual media services and the Directive on electronic commerce; and finally – relationships between provisions of the two aforementioned directives in the context of audiovisual media services on demand. While working on the text, all of the mentioned parts of the main subject turned out to be important enough to put them into separated sections of the text with their own individual headings. In the meantime, several interesting subject-related sentences by the European Court of Justice were also taken into account for a broadened pool of reference. To sum it all up: ultimately, the principle in question and its potential influence on the practical functioning of the European Union’s law and economy has been considered thoroughly.
PL
W ostatnich latach rynek usług audiowizualnych ulegał istotnym zmianom w porównaniu z początkową fazą liberalizacji. Oczywiście jeśli spojrzymy na dotychczasowe etapy dotyczące regulacji usług, również i ona uległa istotnym zmianom, ale ocena skuteczności liberalizacji może być inna. Wynika to po prostu z postępu technicznego, np. z pojawienia się usług internetowych oraz z tego, że na rynek weszły nowe rodzaje usług i podmiotów, których regulacja wymaga pod wieloma względami działania Unii Europejskiej. Po pierwsze, istota tego faktu polega na tym, że aby uzyskać konwergencję w dziedzinie mediów, rozszerzono teraz zakres regulacji w porównaniu do wczesnej fazy liberalizacji. Po drugie, więksi dostawcy usług spoza Europy konkurują obecnie o europejskich konsumentów, co stanowi wyzwanie zarówno z punktu widzenia regulacji, jak i interesów Unii. Po trzecie, należy wskazać, że Brexit, który miał miejsce w pierwszej połowie 2020 r., przeformułował mapę europejskiego rynku usług audiowizualnych i doprowadził do relokacji kilku usługodawców do państw członkowskich Unii. Aby zrozumieć wyżej wskazane zjawiska, w niniejszym opracowaniu przeprowadzono analizę liberalizacji małego wycinka europejskiego rynku telekomunikacyjnego.
EN
In the last years, the audiovisual media services market has changed significantly from its initial stage of liberalization. Of course, if we look at the steps as far as the regulation of services is concerned, it has also undergone significant changes, but the assessment of the effectiveness of liberalization may be different. This is simply because with the development of technology, such as the emergence of online services, various new sorts of services and players have entered the market, the regulation of which requires EU action in several respects. Firstly, the significance of this lies in the fact that, in order to achieve media convergence, the scope of regulation has now expanded compared to the early stage of liberalization. Secondly, large service providers outside of Europe are now competing for European consumers, that poses a challenge to both the regulation and the interests of the EU. Thirdly, it has to be mentioned that the Brexit, occurred in early 2020, re-arranged the map of the European audiovisual services market and relocated several service providers to an EU Member State. This study – in order to understand the phenomena outlined above – seeks to analyse the liberalization of a small slice of the European telecommunications market.
PL
Medium, jakim jest Internet, pozwala na świadczenie audiowizualnych usług medialnych na żąda-nie w zakresie, w którym nie było to możliwe wcześniej z powodu ograniczeń technologicznych. Tak zróżnicowane usługi podlegają różnym rygorom prawnym. Podstawą tych różnic jest zakres odpowiedzialności za przekazywane treści. Sam nośnik informacji, za pomocą którego przekazy-wane są treści nie może stanowić decydującego kryterium dokonania oceny czy odpowiedzialność związana ze świadczeniem danego typu usługi mieści się w granicach systemu prawa medialnego, czy też jest z niego wyłączona. Artykuł prezentuje zagadnienie różnic regulacyjnych usług na żą-danie z uwzględnieniem ochrony jednej z podstawowych wartości, jaką jest prawo do prywatności.
EN
The Internet allows the provision of on-demand audiovisual media services to an extent which was not possible in the past due to technological limitations. Such varied services are subject to different legal regimes. The basis for these differences can be found in taking responsibility for the content of such services. The medium used to transmit the content cannot be the sole decisive criterion for assessing whether liability associated with the provision of a given type of service is within media law, or if it is excluded from it. The article considers regulatory differences with respect to on-demand services with regard to the protection one fundamental value – the right to privacy.
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