Kamu ve özel televizyon yayıncılığında izleyici araştırmaları ve ratingin rolü
The role of audience research and rating on public service and private broatcasting
Yazar: CEYDA GÜNALP
Danışman: PROF.DR. SEZER AKARCALI
Ankara Üniversitesi / Sosyal Bilimler Enstitüsü / Halkla İlişkiler ve Tanıtım Ana Bilim Dalı
Derece: Yüksek Lisans, 2007
Konu: Halkla İlişkiler = Public Relations ; Radyo-Televizyon = Radio and Television ; Reklamcılık = Advertising
Dizin: Pazarlama = Marketing

Özet:
Public Service Broadcasting? concept set up in Great Britain by BBC, followed by Turkey as in Europe and conducted exclusively by TRT until the early 90s. Public service broadcasting is required to regard the public goods. This made the publishers learn the audiences' likes, thoughts, expectations and made BBC implement the first audience research. While the improvement of mass media, internationalizing communication brought the concept of globalization and information becoming a commercial tool provided the formation of a market place. On the other hand, advertisement became the basic element which keeps the market place afloat. Private firms which are financed from advertisement have realized the importance of having high mass of audience in order to survive in the market place and this made the audience turn into a ?consumer? presented to the advertiser.The great change in the broadcasting industry in recent years provide many consumers to receive a much wider range of programming over many more channels. With private firms and markets supplying an increasing quantity of broadcast services, competition issue became important. By encouraging the development of private broadcasting, it is intended to achieve pluralism and diversity upon competition. However the occurence of oligopoly and excessive competition in this new market place caused a publishing concept which ignores the public goods among the private channels. Public service broadcasting influenced by the reflection of the competition on the media field and on the contrary of Europe, public service broadcasting have their audience snatched to the private broadcasting. So TRT who conducts public service broadcasting, got into this rating competition and the debate titling if there is a need of public service broadcasting or not arose.The fact that the private firms providing the finance from advertisement in order to survive made the need of a new measurement arise to define the audience concretely. Thereby, the private firms turned to the Tv audience measurement in order to sell their time to the advertisers and determine the context of the 194programmes. In Turkey, these measurements are conducted by the international company AGB Nielsen Media Research and the audience research, by TRT and RTÜK.In this research, the public service broadcasting and the process of transition to the private broadcasting with the expansion in market place are emphasized, the basic differences between two broadcasting concepts are compared, the concept of broadcasting in Turkey and Great Britain is observed, the importance of audience research and measurements are stressed. Another important issue which can not be ignored is digital development. Technological developments in broadcasting caused a big change in the traditional broadcasting concept. Digital broadcasting diversified and widened the broadcasting services by altering classical broadcasting concept. This kind of an organization arose the necessity of new markets. With the development of new types of content and services, a new broadcasting concept which knows who the target audience is will reflect definitely to the audience research and Tv audience measurement.

Abstract:
Public Service Broadcasting? concept set up in Great Britain by BBC, followed by Turkey as in Europe and conducted exclusively by TRT until the early 90s. Public service broadcasting is required to regard the public goods. This made the publishers learn the audiences? likes, thoughts, expectations and made BBC implement the first audience research. While the improvement of mass media, internationalizing communication brought the concept of globalization and information becoming a commercial tool provided the formation of a market place. On the other hand, advertisement became the basic element which keeps the market place afloat. Private firms which are financed from advertisement have realized the importance of having high mass of audience in order to survive in the market place and this made the audience turn into a ?consumer? presented to the advertiser.The great change in the broadcasting industry in recent years provide many consumers to receive a much wider range of programming over many more channels. With private firms and markets supplying an increasing quantity of broadcast services, competition issue became important. By encouraging the development of private broadcasting, it is intended to achieve pluralism and diversity upon competition. However the occurence of oligopoly and excessive competition in this new market place caused a publishing concept which ignores the public goods among the private channels. Public service broadcasting influenced by the reflection of the competition on the media field and on the contrary of Europe, public service broadcasting have their audience snatched to the private broadcasting. So TRT who conducts public service broadcasting, got into this rating competition and the debate titling if there is a need of public service broadcasting or not arose.The fact that the private firms providing the finance from advertisement in order to survive made the need of a new measurement arise to define the audience concretely. Thereby, the private firms turned to the Tv audience measurement in order to sell their time to the advertisers and determine the context of the 194programmes. In Turkey, these measurements are conducted by the international company AGB Nielsen Media Research and the audience research, by TRT and RTÜK.In this research, the public service broadcasting and the process of transition to the private broadcasting with the expansion in market place are emphasized, the basic differences between two broadcasting concepts are compared, the concept of broadcasting in Turkey and Great Britain is observed, the importance of audience research and measurements are stressed. Another important issue which can not be ignored is digital development. Technological developments in broadcasting caused a big change in the traditional broadcasting concept. Digital broadcasting diversified and widened the broadcasting services by altering classical broadcasting concept. This kind of an organization arose the necessity of new markets. With the development of new types of content and services, a new broadcasting concept which knows who the target audience is will reflect definitely to the audience research and Tv audience measurement.