Audience Dynamics and Market Share Transfer

The concept of audience changed over the time depending on new theoretical and empirical axes׃ the sender approach and the receiver approach. The sender approach represents the studies conducted by media companies as a marketing activity. Those companies are interested in the public or audience as a market that buys their products and provides benefits for the shareholders. The receiver approach is mainly developed by public and ⁄or academic institutions to investigate the media consumption and their effects (on short or long term) on the public. Based on audience study for Romanian TV channels we will analyse the evolution of audience figures from the sender perspective. We used data from the National Audience Study. Conclusions will be drawn by applying niches theory. This analysis can explain the mutations we see on the media market, the transfer of the audience from an old medium to a newer one.