摘要：The development of digital broadcasting is often defined as technological necessity, in terms of technological determinism. However an analysis of media and technology development should use a number of paradigms to define the relevant processes and changes and to provide indepth insight into the causes and effects of the introduction of such wideranging changes, affecting whole societies and not just particular groups or individuals. The digital broadcasting namely poses a problem of defining the reasons for its introduction. We are posing a question how it affects the content production and quality and what advantages it actually offers. Our aim is to define the advantages of digital broadcasting and its problems and to check the digital broadcasting policy through different paradigms. We want to define advantages of digital broadcasting for its users and for producers of media content, and for this purpose we use different paradigms (conflict, evolutionary etc.) with case study of Slovenia (analysis of key documents, regulation and processes, as well as indepth interview with the key actors in Slovenia). We find out that a number of supposed advantages are not really seen by a number of important actors, including public and broadcasters, as indeed important advantages. Analysis of development in the European Union, as well as in Slovenia shows that introduction of digital broadcasting faces important economical and productional questions, including adequate increase of content production as well as enhancing content quality and content specialisation, however these questions are not adequately answered or raised.
关键词：digitisation; content production; regulation; specialisation of media
