Türkiye Ulusal Televizyon Kanalları Marka Konumlandırmalarının Karşılaştırmalı Bir Analizi

Öz

Bu araştırmanın amacı, medya platformlarında önemli bir konuma sahip olan ve en çok izlenen televizyon kanallarının, izleyici algısındaki marka konumlarını belirli yayın özellikleri açısından incelemek ve bu algıyı algılama haritaları aracılığıyla karşılaştırmalı olarak analiz etmektir. İstanbul’da ikamet eden 18 yaş ve üzeri bireylerden elde edilen veriler Çok Boyutlu Ölçeklendirme (ÇBÖ) yöntemiyle değerlendirilmiştir. Araştırma kapsamında incelenen 10 televizyon kanalı, izleyiciler tarafından “bilgilendirici”, “eğitici-öğretici”, “renkli-canlı” ve “ailecek izlenir” özellikleri açısından olumsuz algılanmaktadır. “Eğlenceli” ve “güvenilir” özellikleri yönünden iki kanal, “modern” özelliği bakımından dört kanal, “gerçek gündemi yansıtan, şeffaf, tarafsız, program kalitesi yüksek, kültürel değerleri yansıtan” özellikleriyle ise bir kanal olumlu algılanmaktadır. Bu kanalların marka konumlarının “bilgilendirici ve eğitici-öğretici”, “renkli-canlı ve şeffaf”, “tarafsız ve program kalitesi yüksek”, “kültürel değerleri yansıtan ve modern”, “gerçek gündemi yansıtan ve ailecek izlenir”, “eğlenceli ve güvenilir” gibi çift boyutlu karşılaştırmalara dayalı algılama haritaları üzerinden analiz edilmesi sonucunda, dört segmentli bir yapı ortaya konulmuştur. Bu bağlamda, televizyon kanallarının rekabet ortamında izleyici pazarını göz önünde bulundurarak, bu analizden elde edilen sonuçlara dayalı olarak marka konumlandırmalarını geliştirmeleri önerilmektedir.

Anahtar Kelimeler

• Konumlandırma
• Marka Konumlandırma
• Televizyon Kanalı Yayın Özellikleri
• Televizyon Kanalı Marka Konumlandırması
• Algılama Haritaları

A Comparative Analysis of Brand Positioning in Turkish National Television Channels

Öz

The aim of this study is to examine the brand positioning of the most-watched television channels, which hold a significant position on media platforms, in terms of specific attributes, and to analyze this perception comparatively through perceptual maps. The data obtained from individuals aged 18 and over residing in Istanbul were analyzed using the Multidimensional Scaling (MDS) method. The 10 television channels analyzed within the scope of the study are perceived negatively by viewers in terms of being “informative,” “educational-instructive,” “colorful-vibrant,” and “family-friendly.” Two channels stand out for their “entertaining” and “reliable” characteristics, four channels for their “modern” feature, and one channel for its attributes of “reflecting the real agenda, transparency, impartiality, high program quality, and cultural values.” The analysis of the brand positioning of these channels through perceptual maps based on dual comparisons, such as “informative and educational-instructive,” “colorful-vibrant and transparent,” “impartial and high program quality,” “reflecting cultural values and modern,” “reflecting the real agenda and family-friendly,” “entertaining and reliable,” reveals a four-segment structure. In this context, it is recommended that television channels improve their brand positioning based on the results obtained from this analysis, considering the viewer market in a competitive environment.

Anahtar Kelimeler

• Positıoning
• Brand Positıoning
• Broadcasting Characteristics of Television Channels
• Television Channel Brand Positioning
• Perception Maps.

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