Live sports remain the last bastion of linear television’s dominance. Sitel’s acquisition of rights to major football leagues and international competitions ensures a guaranteed live audience that is less likely to time-shift (record) the content, thereby preserving advertising revenue during the broadcast.
Sitel TV’s live output can be categorized into three primary pillars, each serving a distinct demographic function.
The term "živa programa" (live program) traditionally refers to the linear broadcast schedule transmitted in real-time to the audience. In the context of Sitel TV, this concept has evolved from simple signal transmission to a complex, multi-platform experience. sitel vo zivo programa
A significant shift in Sitel's strategy has been the digitization of the live signal. Through the platform "Sitel Plus" and their official website, the "živa programa" is no longer confined to the television set.
The live program schedule is meticulously designed to cater to a diverse demographic. Mornings typically begin with "Sitel vo zivo" news segments and morning shows that provide the latest headlines, weather updates, and traffic reports. As the day progresses, the programming shifts toward high-quality drama series, both locally produced and popular international acquisitions, which have historically garnered massive ratings. The evening hours are dominated by the central news bulletin at 19:00, widely considered one of the most-watched news programs in the country, followed by prime-time talk shows and reality competitions. Live sports remain the last bastion of linear
This feature aims to not only engage the existing audience of Sitel but also attract a new demographic interested in interactive live content. Continuous feedback and analytics will be crucial in refining and evolving the "Sitel Vo Zivo" experience.
This paper examines the operational strategies, technological infrastructure, and cultural significance of the live programming segment ("Жива Програма") of Sitel Television, one of North Macedonia’s leading private broadcasters. As the media landscape shifts rapidly toward digital consumption, traditional television networks face the dual challenge of maintaining linear broadcast relevance while adapting to on-demand digital habits. This study analyzes how Sitel TV’s live broadcast service functions as a bridge between traditional mass media consumption and modern interactive viewer engagement. Through the platform "Sitel Plus" and their official
: For breaking news and live clips, follow their YouTube channel or Facebook page. Sitel - MojTV Mobile - TV Program
The Evolution of Live Broadcasting: A Case Study of Sitel TV’s "Жива Програма" (Live Program)