Ql - ITO
Ql - ITO
Ql - ITO
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20 İSTANBUL CHAMBER OF COMMERCE<br />
TV reaches 98% of the Turkish population. In this diversified broadcasting<br />
system where the viewers can choose the channels they like according to their<br />
tastes and needs, there is a very strong competition between the TV channels,<br />
as will be discussed in the relative chapter.<br />
W ith the emergence of new mediums in the past years, the advertisers are<br />
now obliged to allocate their advertising budgets and this situation pushes TV<br />
stations, like everywhere else in the world, to try new ways in order to attract<br />
the attention of the audiences. High viewing shares are the primary trump that<br />
TV channels use to persuade advertisers.<br />
In Turkey, TV viewing shares are being measured by an electronic "people<br />
meter" system since the 1990s, in other words since the first years that<br />
commercial TV channels started broadcasting and increased the total number of<br />
TV stationsin the country. Until2010, the scrutiny that this system required is<br />
executed by Nielsen TAM Turkey (Nielsen Television Audi en ce Measurement<br />
Turkey). This system imposes a syndicated research model which works with<br />
nearly 3.636 "people meters" in 2500 households all over Turkey and makes<br />
projections about the Turkish population over 5 years of age based on viewers'<br />
TV viewing habits. The system is financed by the member institutions and it<br />
puts the detailed data into the service of financers. This measurement system is<br />
criticized for i ts various aspects such as i ts application method ( technical<br />
difficulties, the criteria of family selection), segmentation of some categories<br />
( especially socio-economic segments) that are us ed to present the results and<br />
ethical inquiries ( financially aiding the participants un der the name of gifts) 7 .<br />
As a result of these criticisms, TIAK. 8 (Television Audience Surveys<br />
Corporation), which was initially founded under the name of "Television<br />
Viewing and Re search Committee" in 1992 by advertisement corporations and<br />
advertisers, has decided to call for tenders in 201 O for this measurement in<br />
These kinds of critics are not specific to Turkey only. For a general presentation ofmeasurement<br />
methods anda study on European examples c. Jean-Michel Brignier vd., Mesurer l'audience des<br />
medias, Ed. Dunod, Paris, 2002.<br />
http:/ /www. tiak. com. tr
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