1.

B92 AND MICROSOFT IT

B92, Serbias largest independent broadcaster with a network covering 70 per cent of the country, has more than 00 employees in different business units! "ue to rapid e#pansion and comple# internal structures, the $% system could no longer efficiently process the allocation of internal revenues and costs for a diversified portfolio of business units! &fter an unsatisfactory trial using 'eopleSoft software, B92 decided to implement (icrosoft "ynamics) *&+ business management software! Based on the ,indows Server) 200operating system, it .uickly brought benefits and simplified business processes! %he fortnightly payroll calculation, which used to last / days, now takes 0ust three days! Business analysis reports that once took up to two months are now available in five to /0 days! (anagers can make operational and strategic decisions faster, based on up1to1date, reliable information! B92 was founded in 1989 in Belgrade, Serbia, as the radio station for the countrys youth organisation, but achieved iconic status as a campaigner for press freedom after Serbias electoral changes starting in 2000 !ver time, it has e"panded from a small campaigning operation to a nationwide networ# covering $0 per cent of the country !perations encompass radio and %&, Serbias first specialised local news channel, the regions most fre'uently visited (eb portal, )nternet service provider services, a publishing house, and the cultural centre *+, B92 founded the non-profit humanitarian organisation .ond B92, and the whole system is overseen by the B92 %rust /uring its first si" years of operation, %& B92 showed the fastest rate of e"pansion of any %& station in Serbia, while *adio B92 is one of the two most popular radio broadcasters (ith 000 full-time e'uivalents, 200 part-time staff, and high ratings of its programmes, B92 has a significant influence on the Serbian media SITUATION Sudden e"pansion, a large number of interrelated activities, and the diversified structure of the broadcasters internal organisation all contributed to a multi-layered revenue and costs structure at B92 %&, radio, and (eb production are basic segments and represent the ma1ority of the creative output %he fact that the organisation employs many full-time and part-time employees significantly affected the payroll calculation and delivery system, comprising 22 per cent of total e"penses Such a structure, characteristic of all media entities, re'uired a system that could handle the regular features of an accounting system and generate management reports for operational and strategic decision ma#ing 3p to 2004, employees used 5icrosoft6 /is# !perating System 7/!S8 applications .inance staff used them for basic accounting operations and provided only the simplest reports, based on profit centres, but without segmentation based on individual programmes )n its search for a solution to meet new challenges, B92 managers considered business management solutions from 5icrosoft, 9eopleSoft, and !racle %hey initially decided to implement a 9eopleSoft solution, wor#ing with consultants from /eloitte %ouche %ohmatsu :fter four months of intensive wor#

on defining procedures and standards, managers stopped the 9eopleSoft implementation and decided to re-e"amine other options ;ordana Sto<i=, )nternal >ontrol 5anager at B92, says? @(e were loo#ing for software that could perform a more precise allocation of costs and revenues based on individual programmes (e wanted to ta#e into consideration factors such as the ratings of particular shows, and determine the profitability of each programme A :fter additional analysis, the company chose the 5icrosoft /ynamics6 B:& business management solution !ne of the reasons was that Slovenian 9op %&, a long-time partner service to B92, was already using 5icrosoft /ynamics B:& @%he solution was chosen for its ability to develop with our company :dacta, a 5icrosoft ;old >ertified 9artner, was preferred as the implementation partner since it proved its value to us after analysing the business processes at B92,A says Sto<i=, who was appointed the client-side pro1ect manager in Bovember 200C SOLUTION %he 5icrosoft /ynamics B:& rollout started in Duly 200C, ta#ing three months to evaluate, analyse, and define wor# processes %he system went live in Danuary 200$ and became fully operational in 5arch 200$, after completion of yearly accounts and reports /uring the implementation, wor# started on two systems in parallel? the e"isting one, using custom applications connected to 5icrosoft SEF Server6 2002 data management software, and the new one, based on 5icrosoft /ynamics B:& :t the same time, there was wor# on data migration of business information from 200C, re'uested by the e"ecutive board, and a successful simulation of predefined processes in 5icrosoft /ynamics B:& @%he most difficult tas# was setting up structure, coding, and dimension use %hese were the elements necessary for getting the final and most important outcome, which is trac#ing costs based on individual elements,A says Sto<i= Bogdan !bradovi=, ;eneral 5anager at :dacta, says? @5icrosoft /ynamics B:& supports up to eight dimensions per transaction 5ost companies have two to three dimensions, whereas B92 uses seven for each transaction %his implementation is not the largest weve ever done, but its definitely the most comple" +"tensions of basic modules ma#e up two thirds of the entire system A %he most troublesome tas# for the :dacta developers was business process engineering %hey needed to create a database to ma#e data accessible for reporting on all levels :nother re'uest was to allocate precise resources and costs within business units .or e"ample, wor# sheets define tas#s for every employee and generate actual wor#ing hours, which are then sent to the production module %he other part goes to the payroll calculation system, where billable wor#ing hours are determined, and used for evaluating the profitability of every programme, news service, and boo#, as well as employee salaries %his is how the system wor#s? a news item, created by a team of 1ournalists, camera operators, and technicians, goes to different mediaGtelevision, radio, and the (ebGwhich means three different media share one cost Several different people contribute to the costs, some of them with fi"ed roles, such as the 1ournalists %echnical staff can have several different rolesGfor e"ample, camera operator or sound technicianGand may interchange depending on the pro1ect

%he answer to this comple" challenge came from the 5icrosoft /ynamics B:& infrastructure %he system is based on the (indows Server6 2000 operating system, with data stored in SEF Server 2002 %he complete business process integration in the solution has reduced the use of additional applications .our add-on solutions have been developed specially for this implementation %he most important is the analytics general ledger, an add-on previously produced by :dacta for another company )t separates data that is important for analysis and generates reports from general ledger data re'uired by regulators that is of #ey importance for compliance BENEFITS %he leading Serbian broadcaster B92 has gained most in productivity and management reporting from the centralisation of all its business data )t has both simplified the wor# of its accounting and financial departments and made business units more accountable to managers Separate e"penditure centres can now trac# realisation and profitability of individual 1obs, which was not possible before, when managers had to as# for manual reports from the financial department 3sing the previous system, that used to ta#e wee#sGnow management reports are available in 10 days or less +mployee records have now been unified, offering better insight into company capabilities, and, at the same time, speeding up everyday accounting processes Sto<i= says? @%he payroll, which is calculated every two wee#s, used to ta#e up to 12 daysGnow its done in three days :nd management reports, which too# two months to compile, are available in five to 10 days )m satisfied that the most recent year-end accounts went smoothly, and with minimal input from the partner in charge of implementation (ere also able to generate all the reports in a faster and simpler way A B92 generates detailed management reports on a company, departmental, and profit-centre level, with additional modules for programmes and donors, since they are of #ey importance for the non-profit part of the company (ith the integrated database, every authorised person in the company can see the same information Hey reports for 200$, used by the e"ecutive board, mainly showed implementation of business plans, as well as opportunities for further development and investments compared to much less strategic reporting before %he solution is helping B92 to centralise its accounting information, by posting specifications, and other core data more efficiently %he company now operates in a multiple-user environment, e"plores the most up-to-date financial data, and wor#s according to the changing needs of its business model Sto<i= says? @(e have reports for all layers of management, as well as new control and approval systems, as part of our document management system .inally, we have stopped using cumbersome multiple ledgersGeverything is done through 5icrosoft /ynamics B:& A %he fle"ibility and scalability of 5icrosoft /ynamics B:& means B92 can adopt a cautious approach to the first phase of the pro1ect !nce the users have fully e"perienced 5icrosoft /ynamics B:&, additional elements can be built in By then, users will have a better understanding of how the software wor#s and will be in a stronger position to scope future pro1ects Sto<i= says? @>urrently, were using the system at 20 per cent of its total capacity, and we believe that further organisational changes in the company will lead to an increase of that percentage (e initially had several misunderstandings with various functions in the company,

but they eventually realised that they can benefit from the system %hey are now putting e"tra effort into data entry to #eep the system functioning properly A %here are plans for further enhancement of the system through the purchase of additional specialised software for media content management, and its integration into the 5icrosoft /ynamics B:& solution %his is vital for the proper functioning of the new dedicated news %& channel at B92 @Faunching the specialised news channel is an old idea, but we only started wor# on the pro1ect recently,A says Sto<i= @:lthough business reports generated in 5icrosoft /ynamics B:& were not crucial for this decision, they certainly contributed significantly and business plans for the new channel have been generated from the 5icrosoft software A

2. PREVOD: B92 I MICROSOFT IT

B92 0e 0edna od na0ve2ih medi0skih ku2a u Srbi0i, sa preko 00 3aposlenih ko0i se raspore4u0u po funkci0ama unutar nekoliko segmenata kompani0e! 5sled naglog rasta i slo6ene organi3aci0e rada, raspodela prihoda i tro7kova 0e preva3i7la mogu2nosti informacionog sistema ko0i su koristili, pa 0e doneta odluka o uvo4en0u 89' sistema! *akon neuspeha prvobitno odabranog re7en0a implementiran 0e (icrosoft "ynamics *&+, ko0i 0e 3a kratko vreme doneo bro0ne po3itivne re3ultate i olak7ao poslovan0e i organi3aci0u unutar kompani0e B92! :l0u;ni i3ve7ta0i se sada dobi0a0u nekoliko puta br6e, a menad6ment kompani0e 0e u po3ici0i da br6e i lak7e donosi operativne, ali i strate7ke odluke na osnovu aktuelnih podataka o poslovan0u! B92 1e osnovan 1989 godine u Beogradu #ao omladins#a radio stanica &remenom 1e narastao u #ompani1u #o1a obuhvata radio i televiIi1s#u stanicu sa nacionalnim po#rivan1em, prvi doma=i speci1aliIovani news #anal, na1pose=eni1i (eb portal u regionu, servis Ia internet prova1ding, #ao i #n1iJevno iIdava<tvo, muIiK#u produ#ci1u i #ulturni centar *+, 3 o#vir #ompani1e B92 ulaIi i neprofitna humanitarna organiIaci1a .ond B92, a celo#upni sistem Iao#ruJu1e preduIe=e B92 %rust, #o1e predstavl1a interese ve=ins#ih a#cionara 3 prvih <est godina posto1an1a %& B92 1e stanica sa na1brJim rastom u Srbi1i, do# 1e *adio B92 1edna od dve na1slu<ani1e #omerci1alne stanice u Srbi1i Sa o#o 000 stalno i 200 honorarno Iaposlenih, #ao i viso#im re1tingom svih svo1ih programa, B92 predstavl1a InaKa1nu snagu na medi1s#o1 sceni Srbi1e POSLOVNI IZAZOV Bagli rast cele #ompani1e, veli#i bro1 meLusobno poveIanih delatnosti, #ao i #omple#snost organiIaci1e 1edne medi1s#e #u=e, doprineli su usloJn1avan1u stru#ture prihoda i tro<#ova u #ompani1i B92 !snovni segmenti, #o1i IauIima1u na1ve=i deo poslovan1a #ompani1e, su %&, radio i (eb produ#ci1a, usluJne delatnosti #o1e se prepli=u u mnogim aspe#tima, a Ki1i 1e #ra1n1i proiIvod sadrJa1 #o1i se emitu1e ili postavl1a na (eb lo#aci1u, bilo da 1e u pitan1u po1edinaKna vest ili #ompletna emisi1a Min1enica da u #ompani1i radi InaKa1an bro1 stalno i honorarno Iaposlenih, #o1i obavl1a1u raIliKite poslove Ia sve segmente #ompani1e, InaKa1no 1e Ia#ompli#ovala sistem obraKuna i isplate Iarada, #o1i uKestvu1u sa o#o 22 procenata u u#upnim tro<#ovima #ompani1e SloJena organiIaci1a, #ara#teristiKna Ia sve medi1s#e #u=e, Iahtevala 1e sistem #o1i bi mogao da obuhvati sve aspe#te i da na pravi naKin generi<e iIve<ta1e #o1i su potrebni Ia operativno, ali i strate<#o odluKivan1e

/o 2004 godine potrebe su delimiKno Iadovol1avane /!S apli#aci1ama, #o1e su regulisale na1osnovni1e raKunovodstvene operaci1e i obeIbeLivale samo na1osnovni1i nivo iIve<tavan1a, po profitnim centrima, beI raspodele po po1edinaKnim programima 3 potraIi Ia re<en1em #o1e bi moglo da isprati rastu=e iIaIove, struKni i menadJment tim B92 1e uIeo u raImatran1e +*9 re<en1a #ompani1a 5icrosoft, 9eopleSoft i !racle 9osle analiIe ponuLenih re<en1a i n1ihove ponude Ia medi1s#e #u=e odluKeno 1e da se implementira re<en1e #ompani1e 9eopleSoft, u saradn1i sa #onsultants#om #u=om /eloitte, ali #a#o ni posle Ketiri meseca intenIivnog rada na definisan1u procedura i standarda pro1e#at ni1e odma#ao dal1e od poKetne faIe, implementaci1a 1e pre#inuta i potraga Ia ade#vatnim re<en1em 1e ponovo IapoKela N%ragali smo Ia softverom #o1i 1e u stan1u da preciIni1e iIvr<i raspodelu tro<#ova i prihoda po po1edinaKnim programima t1 na<im proiIvodima, i da uIme u obIir i podat#e #ao <to su re1ting poeni emisi1e i ta#o odredi profitabilnost programa@, #aJe ;ordana Sto<i=, dire#tor interne #ontrole u B92 Ba#on ponovne analiIe iIabran 1e 5icrosoft /ynamics B:& 7tada 5icrosoft Business Solution Bavision8, iImeLu ostalog i Iato <to 9op %& iI Sloveni1e, stanica #o1a duJe vreme saraLu1e sa B92, ve= #oristi /ynamics B:& N5icrosoft Bavision 1e odabran #ao softver #o1i ima mogu=nost raIvo1a u pravcu #o1i 1e potreban na<o1 #ompani1i, a :dacta #ao partner #o1i 1e dao na1bol1e re<en1e na#on analiIe procesa u B92@, #aJe ;ordana, #o1a 1e na poIici1i menadJera pro1e#ta implementaci1e +*9 re<en1a u #ompani1i B92 od novembra 200C REENJE 9roces implementaci1e 5icrosoft /ynamics B:&-a IapoKet 1e 1ula 200C i Ia o#o tri meseca 1e Iavr<eno sniman1e stan1a i analiIa i definisan1e radnih procesa Hrata# Iasto1 1e nastao u novembru, #ada 1e do<lo do promene menadJera pro1e#ta 7na strani B928, ali 1e posao uspe<no nastavl1en i sistem 1e IvaniKno pu<ten u rad 1 1anuara 200$ Obog nedoslednosti istori1s#ih podata#a iI 200C #o1i su uneti u sistem, primena pune snage implementiranog +*9 sistema poKin1e u martu 200$ godine, po #ompletiran1u Iavr<nih godi<n1ih raKuna %o#om implementaci1e raLeno 1e paralelno u dva sistema? starom, #o1i 1e #oristio namens#i pisane apli#aci1e poveIane sa 5icrosoft SEF Serverom, i novom, Ki1a 1e baIa 5icrosoft /ynamics B:& %a#oLe, paralelno se radilo na migraci1i podata#a iI 200C godine, <to 1e bio Iahtev upravnog odbora, i simulaci1i rani1e definisanih procesa u B:&-u #a#o bi ti podaci IauIeli pravilnu poIici1u u novom sistemu i mogli da se is#oriste Ia generisan1e validnih iIve<ta1a NBa1vaJni1i i na1teJi Iahtev 1e bio postaviti stru#turu, #odiran1e i upotrebu dimenIi1a, #o1i Ia1edno vode do dobi1an1a #ra1n1eg reIultata, a to 1e pra=en1e tro<#ova po po1edinaKnim elementima@ #aJe ;ordana Sto<i= N5ogu=nost /ynamics B:&-a 1e da se Ia 1ednu transa#ci1u veJe do osam dimenIi1a 3 ve=ini #ompani1a #oriste se dve do tri, do# B92 #oristi Ka# sedam dimenIi1a na sva#o1 transa#ci1i@, #aJe Bogdan !bradovi=, generalni dire#tor #ompani1e :dacta, IaduJene Ia implementaci1u /ynamics B:& +*9 sistema u #ompani1i B92 N!va1 pro1e#at implementaci1e moJda ni1e na1ve=i #o1i 1e :dacta do sada radila, ali 1e sva#a#o na1sloJeni1i Ba nivou #ompletnog re<en1a, dorade osnovnih modula dostiJu i do 2P0 u#upnog sistema@, doda1e !bradovi=

;lavni, i na1teJi Iadata# 1e bio formirati baIu ta#o da se svi podaci iI n1e mogu upotrebiti Ia iIve<tavan1e po svim nivoima, do# 1e drugi InaKa1ni Iahtev bila preciIna alo#aci1a resursa i tro<#ova *elaci1e poslovnih procesa, #o1e su Iadale na1vi<e glavobol1a raIvo1nim timovima #ompani1e :dacta i #o1e u1edno na1bol1e opisu1u #omple#snost #ompani1e B92, se mogu opisati na slede=i naKin? iI radnih lista, #o1e defini<u IaduJen1a sva#og po1edinaKnog Iaposlenog, trebalo 1e iIvesti bro1 realnih radnih sati #o1i oni ostvaru1u, i ta1 deo podata#a odlaIi u modul produ#ci1e /rugi deo odlaIi u sistem Ia obraKun plata, gde se odreLu1u naplativi sati, na osnovu #o1ih se odreLu1e profitabilnost sva#e po1edinaKne emisi1e, vesti, #n1ige, ali i visina priman1a po1edinaKnih Iaposlenih !va #omple#sna organiIaci1a se moJe po#aIati i #roI slede=i primer? vest, #o1u stvara novinars#o-snimatel1s#a e#ipa, se distribuira na televiIi1u, radio i (eb stranicu /a#le, 1edan tro<a# se raspodel1u1e na tri segmenta, a n1egovu vrednost generi<u timovi od ne#oli#o osoba, od #o1ih samo po1edini ima1u fi#sne uloge 7npr novinari8, do# tehniK#o osobl1e moJe imati vi<estru#e uloge 7snimatel1-tonac-voIaK8 )nfrastru#tura #o1a podrJava /ynamics B:& 1e baIirana na (indows Serveru 2000, a podaci su sme<teni na SEF Serveru 2002 Ba #li1ents#im raKunarima se uglavnom iIvr<ava (indows ,9, a potpuna integraci1a poslovnih procesa u B:& 1e omogu=ila man1u upotrebu dodatnih apli#aci1a Metiri add-on re<en1a su raIvi1ena speci1alno Ia ovu implementaci1u Ba1vaJni1i meLu n1ima 1e analitiK#a glavna #n1iga, dodata# #o1i 1e :dacta prethodno raIvila Ia %riglav !siguran1e !n 1e raIvi1en na1pre #a#o bi se raIdvo1ili podaci bitni Ia analiIu i generisan1e iIve<ta1a od podata#a iI glavne #n1ige #o1e Ia#onodavac Iahteva #ao obaveIne, i #o1i su #ritiKni Ia legalnost poslovan1a cele #ompani1e PREDNOST POSLOVANJA NHao glavnu prednost novog sistema iIdvo1ila bih to <to su sad svi podaci na 1ednom mestu, Kime 1e Inatno ola#<an rad raKunovodstvu i finansi1ama 9o1edini tro<#ovni centri sada mogu sami da prate realiIaci1e po1edinaKnih poslova, <to rani1e ni1e bilo mogu=e, ve= su morali da traJe iIve<ta1e od finansi1s#og odel1en1a 3vedeni su iIve<ta1i Ia sve nivoe menadJmenta, #ao i novi sistemi i nivoi #ontrole i odobravan1a, <to u1edno predstavl1a deo document management sistema #o1i #oristimo ) na #ra1u, iIbaKene su sve pomo=ne #n1ige - sve se radi #roI /ynamics B:&@, ob1a<n1ava ;ordana Sto<i= i doda1e? NSistem 1e trenutno na o#o 20 procenata is#ori<=enosti u#upnih mogu=nosti, i veru1emo da =e dal1e organiIacione promene u #ompani1i doprineti 1o< ve=em is#ori<=en1u n1egovih prednosti /o sada smo imali nesuglasice sa raInim stru#turama unutar #ompani1e, ali su na #ra1u oni videli ne#e prednosti Ia n1ih liKno i sada im vi<e ni1e toli#o te<#o da uloJe dodatni rad Ia unos podata#a, #a#o bi sistem <to #valitetni1e fun#cionisao @ !b1edin1ena 1e #adrovs#a evidenci1a, Kime se la#<e sagledava1u mogu=nosti #ompani1e, a mnogi uobiKa1eni procesi su sada Inatno ubrIani N*edovni dvonedel1ni obraKun plata 1e ne#ad tra1ao 12 dana u #ontinuitetu, a sada se Iavr<ava Ia 0 dana, do# su vaJni iIve<ta1i, #o1i su se rani1e dobi1ali sa Ia#a<n1en1em od dva meseca, sada na raspolagan1u Ia 2 do 10 dana Oadovol1na sam Iato <to 1e Iavr<ni iIve<ta1 pro<ao glat#o, i sa minimalnim uKe<=em implementatora, i Iato <to se sad svi

iIve<ta1i dobi1a1u na 1ednostavni1i i brJi naKin@, #aJe ;ordana )Ive<ta1i se generi<u na nivou #ompani1e, na nivou po1edinaKnih preduIe=a, i na nivou profitnog centra, do# su dodatne dimenIi1e programi i donatori, #o1i su presudni Ia fun#cionisan1e neprofitnog dela #ompani1e ;lavni iIve<ta1i Ia 200$ godinu, namen1eni upravnom odboru, uglavnom pri#aIu1u pra=en1e planova i ostvaren1a planova, mogu=nosti Ia dal1i raIvo1 #ompani1e, #ao i prostor Ia budu=e investici1e 9lanovi Ia dal1e unapreLen1e sistema vode #a nabavci dodatnog, speci1aliIovanog softvera Ia upravl1an1e medi1s#im sadrJa1ima, i n1egovom poveIivan1u sa B:&-om !va ide1a 1e vaJna i Ia pravilno fun#cionisan1e novog televiIi1s#og #anala, Ki1i =e primarni sadrJa1 biti vesti N!tvaran1e speci1aliIovanog news #anala 1e ide1a #o1a posto1i u B92 ve= godinama unaIad, ali 1e realiIaci1a #renula te# nedavno )a#o iIve<ta1i o poslovan1u #o1e smo dobili Iahval1u1u=i B:&-u nisu bili presudni Ia #onaKnu odlu#u o otvaran1u news #anala, sva#a#o su 1o1 doprineli i na osnovu n1ih 1e napravl1en biInis plan Ia novi #anal@, ob1a<n1ava ;ordana Sto<i=, dire#tor interne #ontrole u #ompani1i B92, u #o1o1 1e Iaposlena prote#lih devet godina

3. B92

B92 1e osnovan 1989 #ao omladins#a radio stanica #o1a 1e program emitovala u Beogradu &remenom 1e narastao u #ompani1u #o1a obuhvata regionalnu radi1s#u i nacionalnu televiIi1s#u stanicu, veb sa1t i servis Ia internet prova1ding, #n1iJevno iIdava<tvo, muIiK#u produ#ci1u i #ulturni centar *+, Obog posve=enosti odgovornom novinarstvu i poIitivnim dru<tvenim promenama, B92 1e ste#ao meLunarodni ugled? #u=a i Klanovi n1enog tima dobitnici su mnogih prestiJnih meLunarodnih nagrada Ia novinars#u hrabrost i promoci1u l1uds#ih prava ! B92 1e napisan i bestseler %his is Serbia >ollin, 5et1ua Holina !snovne a#tivnosti B92 su tri medi1a? televiIi1s#a stanica #o1a beleJi na1ve=i rast meLu nacionalnim #analima, na1popularni1a privatna radio stanica, #ao i na1popularni1i portal %eleviIi1a B92 1e televiIi1s#a stanica, nastala C o#tobra 2000 godine 9re toga preduIe=e B92 1e delovalo #roI radio program *adio B92 #o1i 1e bio osporavan od strane reJima do 2000 godine !va televiIi1a 1e poInata i po naIivu devedesetdvo1#a, a ime 1e dobila po fre#venci1i radio stanice 792,2 megaherca8 od #o1e 1e televiIi1a i nastala, pri Kemu slovo B oInaKava Beograd, uI 1asnu aluIi1u na naIiv vo1nog aviona B-22 3 prote#lih sedam godina posto1an1a, televiIi1a B92 1e %& stanica sa na1brJim raIvo1em u Srbi1i !d prestan#a rada BH televiIi1e, ova televiIi1a 1e tre=a po gledanosti u svo1o1 cil1no1 grupi 7urbani od 12 do 24 godine8 3 to#u emitovan1a #ra1n1e #omerci1alnih emisi1a poput &eli#og brata, televiIi1a B92 1e imala do tada neIabeleJen udeo u programu 9o padu 5ilo<evi=evog reJima B92 biva vu<e puta optuJivan Ia neob1e#tivnost, cenIurisan1e #omentara i informaci1a, protiv #oga se borila to#om vladavine 5ilo<evi=a, <to 1e dovodi u veIu sa novosvets#im poret#om globalnog informisan1a i potro<aK#e culture Ba teritori1i Srbi1e, televiIi1a B92 se emitu1e sa 42 preda1ni#a #o1i po#riva1u pre#o 98Q celo#upne populaci1e, do# o#o 88Q srps#e populaci1e ima #valitetan pri1em B92 signala B92 svo1 program emitu1e i putem satelita %eleviIi1a B92 1e 1edna od pet televiIi1s#ih #u=a #o1a 1e u 200C godini dobila nacionalnu fre#venci1u na #on#ursu Ia dodelu istih #o1e 1e raspisala *epubliK#a radiodifuIna agenci1a u Srbi1i *adio B92 1e 1edna od dve na1slu<ani1e #omerci1alne stanice u Srbi1i, a u1edno i lider u beograds#om etru 3 ovom trenut#u, *adio B92 se, osim u Beogradu na fre#venci1ama 92 2 i 9$ 1, moJe Kuti i <irom Srbi1e? &o1vodina 100 25RI, Subotica 100 95RI, >entralna Srbi1a 102 05RI, 5aKvans#i region 102 85RI, Bi< i o#olina 104 C5RI, 3Jice 102 C5RI *adio B92
1e u prvih 12 godina Ketiri puta Iabran1ivan

B92 Bet 1e na1pose=eni1i doma=i internet sa1t od 199C 9roseKan bro1 pose=enih stranica dnevno 1e trenutno pre#o 1 000 000, do# 1e dnevni bro1 posetilaca u prose#u 180 000 :le"a servis rangirao 1e B92 net na 0 840 mesto meLu vi<e od <est miliona sa1tova <irom sveta, po Kemu 1e B92 net 1edan od na1bol1e #otiranih sa1tova u 1ugoistoKno1 +vropi

4. MICROSOFT

5a1#rosoft 7engl 5icrosoft8 1e ameriK#a internacionalna #orporaci1a #o1a se bavi raKunars#im tehnologi1ama Bil ;e1ts i 9ol :len su 1e osnovali 19$2 godine Horporaci1a bro1i, o#o 80 000 radni#a u 82 Iemal1a, #o1i proiIvode <iro#u paletu softvera poput operativnih sistema, programa Ia ureLivan1e, baIa podata#a, raIvo1nih alata Hompani1a 5icrosoft Sofware d o o 1e osnovana 2000 godine 3 potpunosti 1e u vlasni<tvu #ompani1e 5icrosoft >orporation, *edmond, (: Hompani1a 1e odgovorna Ia raIvo1 srps#og i crnogors#og trJi<ta Beposredni Iadaci su 1o1 organiIaci1a proda1nog #anala, saradn1a sa veli#im #orisnicima, organiIaci1a tehniK#e podr<#e, mar#eting #ao i legaliIaci1a i lo#aliIaci1a proiIvoda

4.1 KORIENI SOFTVERI I USLUGE

5icrosoft (indows 1e operativni sistem namen1en personalnim raKunarima i serverima 9rva verIi1a ovog sistema iIa<la 1e 1982 godine (indows 1e na1rasprostran1eni1i operativni sistem u svetu 5icrosoft !ffice 1e softvers#i pa#et u #ome se nalaIe? (ord - program Ia obradu te#sta, +"cel - program Ia pravl1en1e tabela sa automats#im fun#ci1ama, .ront 9age - program Ia iIradu 1ednostavnih )nternet preIentaci1a, :ccess - program Ia #reiran1e i ureLivan1e baIa podata#a, 9ower 9oint - program Ia iIradu raInih vrsta preIentaci1a i raIne dodat#e 5icrosoft SEF Server ST veoma savremena relaci1s#a baIa podata#a !sim glavne baIe sadrJi i dodatne alat#e? Euery :nalyIer - #onIola Ia upite, +nterprise 5anager - #onIola Ia napredno upravl1an1e baIom, 9rofiler - alat#a Ia nadIor rada baIe 9osto1i i besplatna verIi1a ove baIe podata#a 5icrosoft /es#top +ngine U 5S/+ #o1a ne sadrJi dodatne alat#e, ali sadrJi dodatne programe nali# ovim alat#ama iI 5icrosoft SEF Servera
+*9 7+nterprise *esource 9lanning U planiran1e poslovnih resursa8 su poslovni informacioni sistemi t1 #omerci1alni softvers#i pa#eti Ia mala, sredn1a i veli#a preduIe=a !buhvata1u sve standardne poslovne fun#ci1e i ima1u mogu=nost prilagoLavan1a #on#retnim potrebama preduIe=a, podrJava1u=i meLunarodne standarde 9rimena +*9 softvers#ih pa#eta moJe da doprinese InaKa1nom pobol1<an1u #valiteta proiIvoda

i usluga !va vrsta sistema realiIu1e, ili bol1e reKeno, omogu=ava integraci1u #ompletnog fun#cionisan1a poslovnog sistema pomo=u 1ednistvenog softvers#og re<en1a +*9 predstavl1a niI a#tivnosti, podrJanih od vi<emoduls#og apli#ativnog softvera, #o1i pomaJe u upravl1an1u poslovnim, finansi1s#im aspe#tima poslovan1a i l1uds#im resursima 3voLen1e +*9 sistema podraIumeva analiIu poslovnih procesa, obu#u Iaposlenih i nove radne procedure Hompani1a B92 1e implementirala 5icrosoft /ynamics B:& 7Bavision8 +*9 system, Iahval1u1u=i #ome su poslovni podaci #onsolidovani i postavl1ena 1e osnova Ia #valitetno i brIo poslovno iIve<tavan1e i uprvl1an1e

5. SWOT ANALI A

SB:;+ StruKni #adar #o1i se pove=ava %& B92 se emitu1e u celo1 Srbi1i i pre#o satelita *aIvi1en radio i web portal .ond B92 /obar imidJ

Oa sva#u organiIaci1u #o1a raste tipiKno 1e pove=avan1e bro1a Iaposlenih StruKni #adar #o1i se pove=ava da1e snagu organiIaci1i %& B92 se emitu1e u celo1 Srbi1i i pre#o satelita u inostranstvu *aIvi1en radio i web portal, #ao i .ond B92 #o1i pomaJe drugima, isto ta#o pove=ava mo= ove organiIaci1e #a#o bi ona mogla 1o< vi<e da raste i da se raIvi1a, a samim tim i da pove=a svo1e prihode %o ta#oLe InaKi da se cil1evi organiIaci1e ispun1ava1u, #on#urenci1a posta1e man1a, Kuva se dobar imidJ i ispun1ava1u se cil1evi po1edinaca #o1i Kine ovu organiIaci1u Samim tim radnici su motivisani i da1u svo1 ma#simum na radnom mestu SF:B!S%) Fo<a #omuni#aci1a u organiIaci1i Hompli#ovana organiIaci1a rada SloJena stru#tura prihoda i tro<#ova Fo< imidJ

Ha#o se pove=ava bro1 Iaposlenih, organiIaciona stru#tura posta1e sloJeni1a %o doprinosi teJo1 #omuni#aci1i iImeLu radni#a, menadJera i vlasni#a !rganiIaci1a rada posta1e sve #ompli#ovani1a 9rocedure #o1e se obavl1a1u u #ompani1i posta1u ta#oLe sloJeni1e Sve to se moJe lo<e odraIiti na imidJ #ompani1e, a#o se ne preduImu odreLene a#tivnosti #o1e bi ove slabosti pretvorile u snage organiIaci1e V:BS+ Strane investici1e *aIvo1 5ar#eting

Hvalitetan program )novativnost

Strane investici1e i saradn1a sa organiIaci1ama iIvan na<e Ieml1e da1u #ompani1i <ansu da se raIvi1a, raste i bude inovativna 5ar#eting, #ao 1edan od na1ve=ih iIvora prihoda 1edne televiIi1s#e stanice, moJe dati sredstva da se organiIaci1a raIvi1a i na drugim pol1ima Hvalitetan program pove=ava gledanost, ali ta#oLe i Iainteresovanost drugih #ompani1a i organiIaci1a da se re#lamira1u na odreLeno1 televiIi1s#o1 stanici

9*+%BD+ Hon#urenci1a 5alo trJi<te BormaliIaci1a politiK#ih prili#a

Hon#urenci1a uve# posto1i SobIirom da 1e Srbi1a malo trJi<te 7posto1i puno 1eIiK#ih bari1era8, a #on#urenci1e 1e sve vi<e, to moJe biti pretn1a, Ia organiIaci1u #ao <to 1e B92 Ha#o se program B92 vi<e baIira na informativnom, nego na Iabavnom sadrJa1u, normaliIaci1a politiK#ih prili#a u na<o1 Ieml1i bi mogla da doprinese opadan1u Iainteresovanosti Ia gledan1e informativnog programa :#o organiIaci1a ne uspe da savlada ove pretn1e i ne bude inovativna, #on#urenci1a =e profitirati, a ona =e propasti

!. ATO "E KOMPANI"A B92 ODLU#ILA DA IMPLEMENTIRA MICROSOFT D NAMIC NAV I ATO "E TO VA$NO A MARKETING%

StruKni #adar #o1i se pove=ava doprinosi usloJavan1u organiIaci1e SloJena organiIaci1a, beI dobre organiIovanosti, nosi sa sobom #ompli#ovane procedure, lo<u #omuni#aci1u u samo1 organiIaci1i, <to se odraJava na #a<n1en1e odreLenih iIve<ta1a !sim toga, tro<i se previ<e vremna na ne#e procese i sve to doprinosi pove=an1u rashoda i sman1en1u prihoda F1udi #o1i rade u organiIaci1i posta1u neIadovol1ni i nisu Iainteresovani Ia cil1eve #o1e ona ima Ha#o bi spreKila da do svega ovoga doLe, #ompani1a B92, 1e odluKila da uvede +*9 sistem 3 potraIi Ia re<en1em #o1e bi moglo da isprati rastu=e iIaIove, struKni i menadJment tim B92 1e uIeo u raImatran1e +*9 re<en1a #ompani1a 5icrosoft, 9eopleSoft i !racle 9osle analiIe ponuLenih re<en1a i n1ihove ponude Ia medi1s#e #u=e odluKeno 1e da se implementira re<en1e #ompani1e 9eopleSoft ali #a#o ni posle Ketiri meseca intenIivnog rada na definisan1u procedura i standarda pro1e#at ni1e odma#ao dal1e od poKetne faIe, implementaci1a 1e pre#inuta i potraga Ia ade#vatnim re<en1em 1e ponovo IapoKela 9osle ponovne analiIe, ali i Iato <to 1e stanica iI Sloveni1e, 9!9 %& preporuKila 5icrosoftovo re<en1e, implementiran 1e 5icrosoft /ynamics B:& 5icrosoft /ynamics B:& pomaJe pove=an1u profitabilnosti proda1e i mar#etinga ta#o <to svim
Iaposlenim osobama u organiIaci1i omogu=ava istovremeni pristup (eb informaci1ama #o1e se neprestano aJurira1u Ba osnovu preciInih informaci1a o sva#om po1edinom #onta#tu brJe se donose mudre i #orisne odlu#e 9reciIan pregled #onta#t informaci1a, uI 1edan pritisa# na taster, omogu=ava ve=u efi#asnost i pobol1<ava usluge #orisnicima 5icrosoft /ynamics B:&-a 3 organiIaci1i sva#o dobi1a potpune i preciIne informaci1e #o1e su mu potrebne Ia profitabilnu saradn1u sa #orisnicima :#o posto1i potreba Ia 1ednostavnim i efi#asni1im radnim o#ruJen1em, mogu=e 1e automatiIovati rutins#e poslove 9ored toga, 5icrosoft /ynamics B:& pomaJe da se upravl1a niIom poslovnih oblasti u s#ladu sa posebnim potrebama organiIaci1e .un#cionalnost se moJe dodati #ada se Ia tim u#aJe potreba Hori<=en1em 5icrosoft /ynamics B:&, #ompani1a B92 1e uspela da svo1e slabosti svede na minimum i da ih pola#o pretvara u snage %ime pr#osi #on#urenci1i i stvara uslove Ia dal1i raIvo1

&.

AKL"U#AK

Hompani1a B92 1e implemetiran1em 5icrosoft /ynamics B:& sistema pobol1<ala organiIovanost unutar organiIaci1e Ha#o u svom s#lopu iImeLu ostalog ima i radio i televiIi1u, bol1a organiIovanost dovodi do bol1eg programa Hvalitetan program pove=ava gledanost, re1ting firmi #o1e se re#lamira1u raste i one su primorane da odvo1e ve=a sredstva namen1ena Ia re#lamiran1e Sve to dovodi do pove=an1a prihoda &e=i prihodi omogu=ava1u organiIaci1i da se raIvi1a na svim pol1ima