Abstract

The use of digital technology in audio-video contents production and broadcast introduces new standards for the construction of television message and aesthetics of television picture. This new creative challenge dictated by the use of digital technology in the production of live broadcasts of sport events, as well as the possibility offered by their “digital” distribution, pose an opportunity for media service providers to respond to increasingly demanding needs of the viewer audience, who in digital era have become much more than mere linear television consumers. It is digital technology that presents a new concept of TV spectacle, the primary product of traditional television, which will make it more informative and aesthetically modern due to the application of all available capacities. The dilemma from the analogue age of television about whether television itself is art or industry, becomes even more complex in digital era, so that international sport events are perceived as universal entertainment offering, in terms of time and space, the highest level of technical-technological quality of the global TV spectacl