"This study was specfically intended to: 1. provide comprehensive insight into the public’s media consumption patterns, and its underlying causes: a) values; b) needs and interests, particularly regarding media content; c) motivation and aspirations, with specific emphasis on buying media content; d) financial functioning and attitudes towards different types of payment systems, etc. and 2. provide comprehensive analysis and recommendations to inform the Strengthening Media Systems Activity (SMS) programmatic approach in all aspects of media sustainability, as well as to inform organizational and business strategies and tactics of different types of media outlets on the local, regional and national levels. The research implemented in 2019 combined a variety of methods (both quantitative and qualitative) and techniques (a face-to-face-survey and computer-assisted web interviewing, or CAWI), and targeted a number of groups – a representative sample of 1500 respondents age 15 to 65 for the face-to-face survey, a sample of 100 daily internet users for web interviews, and 96 internet and local media users aged 15 to 65 for the 12 focus group discussions in Belgrade, Niš, Kragujevac, Novi Sad, Sombor, Loznica, and Zajecar. The key aim of the research was to gain an in-depth understanding of the needs, habits, and expectations of the audience, in order to facilitate rational and informed discussion about the media sector and public attitudes; and strategic decision-making by media businesses, with the starting assumption that understanding audience needs and profiling target groups constitutes integral parts of any media business strategy in terms of both preparing and formatting media content. Thus, the study was structured to facilitate the achievement of SMS objectives and to provide directions for SMS strategic and operational interventions in the following areas: 1. Content production and editorial policy, 2. Content sources and formats, 3. Interaction and community involvement, and 4. Financial sustainability." (Abstract, page 2-3)