<p>As we all know Sweden as a country, appears to be homogenus. At the middle of 1960’s the emigrants from ancient Jugslavia came to Sweden as an workforce. At that time it was the majority of the emigrants from ancient Jugoslavia that established their lifes in Sweden. The second period for the emigrants from ancient Jugolsavia was at the biginning of 1990’s because of the civil war in Bosnia and Herzegovina. The figure of population from ancient Jugoslavia then were about 100 000 people. Today this makes the people with Jugoslavian ethnical  background two different kind of genereation in Sweden. The main purpose is to emphasize different case-studies that define how chosen individuals has manage to succeed on the media-sector in Sweden, one from both of the generation. The uniqe with this thesis is that the focus is on two different indviduals from Jugoslavia or with Jugoslavian background. Meanwhile these chosen individuals are well-known in the media-sector.</p><p> </p><p>From a educational, cultural and also emotinal ponit of view this thesis will illustrate two different understandings about the purpose of this thesis. The purpose is; to explain the situation through qualitative interviews with Sladjan Osmanagic from the commercial channel VIASAT Sport and Emir Osmanbegovic from the Swedish Public Service, TV4. Another interesting aspect is to declare how the benefit of different cultures are treated and recieved today, at the media-market in Sweden.</p>

As we all know Sweden as a country, appears to be homogenus. At the middle of 1960’s the emigrants from ancient Jugslavia came to Sweden as an workforce. At that time it was the majority of the emigrants from ancient Jugoslavia that established their lifes in Sweden. The second period for the emigrants from ancient Jugolsavia was at the biginning of 1990’s because of the civil war in Bosnia and Herzegovina. The figure of population from ancient Jugoslavia then were about 100 000 people. Today this makes the people with Jugoslavian ethnical  background two different kind of genereation in Sweden. The main purpose is to emphasize different case-studies that define how chosen individuals has manage to succeed on the media-sector in Sweden, one from both of the generation. The uniqe with this thesis is that the focus is on two different indviduals from Jugoslavia or with Jugoslavian background. Meanwhile these chosen individuals are well-known in the media-sector.   From a educational, cultural and also emotinal ponit of view this thesis will illustrate two different understandings about the purpose of this thesis. The purpose is; to explain the situation through qualitative interviews with Sladjan Osmanagic from the commercial channel VIASAT Sport and Emir Osmanbegovic from the Swedish Public Service, TV4. Another interesting aspect is to declare how the benefit of different cultures are treated and recieved today, at the media-market in Sweden.