THE IMPORTANCE OF SPORTS IN THE EDITORIAL POLICY OF RADIO BROADCASTING COMPANIES IN SERBIA

Radio has held various degrees of significance in the world of mass media throughout history, though today it is often overshadowed by newer media forms. Nevertheless, radio still maintains a significant audience that follows content through traditional radio sets and in other ways. On the other hand, sports represent one of the powerful global industries and an important segment of the daily life of a large number of people. Additionally, sports can be significant in discussions of unity and divisions within a society. Considering all this, the aim of this paper is to examine the editorial policy regarding sports in media enterprises that provide radio services through terrestrial transmission across the entire Republic of Serbia. Specifically, it explores how and in what ways sports, as an important segment of society, are presented in the programs of radio stations with national frequency, and what importance it receives as part of the media agenda. Here, a significant difference is already evident between the approach of the national public media service and the lack of such content in commercial broadcasters.