{"id":534192,"date":"2022-11-12T10:11:20","date_gmt":"2022-11-12T07:11:20","guid":{"rendered":"https:\/\/arantv.az\/?p=534192"},"modified":"2022-11-12T10:11:20","modified_gmt":"2022-11-12T07:11:20","slug":"telekanallarin-reytinqi-olcul%c9%99c%c9%99k-efir-keyfiyy%c9%99ti-nec%c9%99-yaxsilasacaqmi-2-r%c9%99y","status":"publish","type":"post","link":"https:\/\/arantv.az\/?p=534192","title":{"rendered":"Telekanallar\u0131n reytinqi \u00f6l\u00e7\u00fcl\u0259c\u0259k – efir keyfiyy\u0259ti nec\u0259, yax\u015f\u0131la\u015facaqm\u0131? – 2 r\u0259y"},"content":{"rendered":"

Yax\u0131n g\u00fcnl\u0259rd\u0259 Az\u0259rbaycanda televiziyalar\u0131n reytinqini \u00f6l\u00e7m\u0259k \u00fc\u00e7\u00fcn yarad\u0131lm\u0131\u015f yeni \u015firk\u0259t ictimaiyy\u0259t\u0259 t\u0259qdim edil\u0259c\u0259k. Bunu Audiovizual \u015euran\u0131n s\u0259dri \u0130sm\u0259t S\u0259ttarov deyib. \u201cBununla da uzun ill\u0259rd\u0259n sonra Az\u0259rbaycanda reytinql\u0259rin \u00f6l\u00e7\u00fclm\u0259si il\u0259 ba\u011fl\u0131 problem h\u0259llini tapacaq. Bu sah\u0259d\u0259 m\u00fcasir texnologiyalardan istifad\u0259 olunacaq\u201d, – dey\u0259 o qeyd edib.<\/strong><\/p>\n

Bak\u0131 D\u00f6vl\u0259t Universitetinin professoru, tan\u0131nm\u0131\u015f jurnalist v\u0259 media eksperti Qulu M\u0259h\u0259rr\u0259mli \u201cYeni M\u00fcsavat\u201da bildirdi ki, b\u00fct\u00fcn d\u00fcnyada televiziya m\u0259kan\u0131nda reytinqin \u00f6l\u00e7\u00fclm\u0259si t\u0259cr\u00fcb\u0259si var:\u00a0<\/strong>\u201cReytinq auditoriyan\u0131n hans\u0131 verili\u015fl\u0259r\u0259 baxmas\u0131, m\u0259zmun etibaril\u0259 c\u0259miyy\u0259tin maraqlar\u0131, tama\u015fa\u00e7\u0131lar\u0131 y\u00f6n\u0259ltm\u0259k, \u00f6lk\u0259d\u0259 televiziya siyas\u0259tini istiqam\u0259tl\u0259ndirm\u0259k v\u0259 s. m\u0259qs\u0259dl\u0259rd\u0259n as\u0131l\u0131 olaraq \u00f6l\u00e7\u00fcl\u00fcr. Az\u0259rbaycanda t\u0259xmin\u0259n 1990-c\u0131 ill\u0259rin ortalar\u0131ndan reytinq \u00f6l\u00e7\u00fcl\u00fcr, lakin he\u00e7 zaman obyektiv qiym\u0259tl\u0259ndirilm\u0259yib. H\u0259tta reytinq \u00f6l\u00e7\u0259n \u015firk\u0259tl\u0259rin birba\u015fa reklam\u00e7\u0131lar\u0131n mara\u011f\u0131na i\u015fl\u0259diyi ayd\u0131n g\u00f6r\u00fcn\u00fcrd\u00fc. \u00c7\u00fcnki bel\u0259 anla\u015f\u0131l\u0131rd\u0131 ki, Az\u0259rbaycan tama\u015fa\u00e7\u0131s\u0131 yaln\u0131z \u0259yl\u0259nc\u0259 proqramlar\u0131na bax\u0131r. Sanki ictimai-siyasi verili\u015fl\u0259r, x\u0259b\u0259rl\u0259r arxa planda qal\u0131rd\u0131\u201d.<\/p>\n

\"Professor:<\/p>\n

Qulu M\u0259h\u0259rr\u0259mli: \u201c\u00d6n\u0259mli olan proqramlar\u0131n m\u0259zmununun idar\u0259 olunmas\u0131d\u0131r\u201d<\/strong><\/p>\n

Media ekspertinin s\u00f6zl\u0259rin\u0259 g\u00f6r\u0259, YouTube-da ictimai m\u00fczakir\u0259 burax\u0131l\u0131\u015flar\u0131na maraq artd\u0131qca ayd\u0131n olur ki, Az\u0259rbaycan tama\u015fa\u00e7\u0131s\u0131n\u0131n z\u00f6vq\u00fcn\u00fc yaln\u0131z \u0259yl\u0259nc\u0259 proqramlar\u0131n\u0131n \u00e7\u0259r\u00e7iv\u0259sin\u0259 salmaq m\u00fcmk\u00fcn deyil. \u201cAuditoriya geni\u015fdir, z\u00f6vql\u0259r m\u00fcxt\u0259lifdir. Buna g\u00f6r\u0259 d\u0259 reytinql\u0259r d\u0259qiq \u00f6l\u00e7\u00fclm\u0259lidir. D\u0259qiq metodologiya \u0259sas\u0131nda m\u00fcasir d\u00fcnya t\u0259cr\u00fcb\u0259sin\u0259 istinad\u0259n \u00f6yr\u0259nilm\u0259lidir. AB\u015e-da reytinq \u00f6l\u00e7m\u0259 i\u015fi il\u0259 \u201dNielsen \u015firk\u0259ti” m\u0259\u015f\u011ful olur. Onlar\u0131n t\u0259qdim etdiyi statistika ger\u00e7\u0259k hesab olunur ki, onun \u0259sas\u0131nda televiziyalar \u00f6z siyas\u0259tl\u0259rini t\u0259nziml\u0259yirl\u0259r. Az\u0259rbaycanda da Audiovizual \u015eura f\u0259aliyy\u0259t g\u00f6st\u0259rir. Hesab edir\u0259m ki, d\u00fcnya t\u0259cr\u00fcb\u0259sin\u0259 \u0259sas\u0259n m\u00fc\u0259yy\u0259n texnologiyalar\u0131, mexanizml\u0259ri t\u0259tbiq etm\u0259y\u0259 \u00e7al\u0131\u015f\u0131rlar. \u018fn \u00f6n\u0259mlisi auditoriyan\u0131n z\u00f6vq\u00fcn\u00fc v\u0259 mara\u011f\u0131n\u0131n ger\u00e7\u0259k m\u0259nz\u0259r\u0259sini g\u00f6st\u0259rm\u0259kdir”, – dey\u0259 o qeyd etdi.<\/p>\n

H\u0259ms\u00f6hb\u0259timiz hesab edir ki, t\u0259tbiq olunacaq reytinq sistemi vasit\u0259sil\u0259 buna nail olunacaqsa, buna m\u00fcsb\u0259t yana\u015facaq:<\/strong>\u00a0\u201c\u018fksin\u0259, reklamlardan as\u0131l\u0131 situasiya yaranacaqsa, bu, t\u0259bii ki, t\u0259\u0259ss\u00fcf do\u011furacaq. \u0130. S\u0259ttarovun a\u00e7\u0131qlamas\u0131ndan obyektiv, d\u00fcr\u00fcst v\u0259 m\u00fcasir reytinq \u00f6l\u00e7m\u0259 t\u0259cr\u00fcb\u0259sin\u0259 \u0259sas\u0259n metodlar\u0131n t\u0259tbiq olunaca\u011f\u0131 ayd\u0131n olur. Auditoriyan\u0131n \u00f6yr\u0259nilm\u0259sinin obyektivliyi \u0259sas \u015f\u0259rtdir. Qur\u011fular ne\u00e7\u0259 abonentin evind\u0259 qura\u015fd\u0131r\u0131lacaq? D\u0259yi\u015fdiril\u0259c\u0259kmi? Yoxsa sabit m\u0259kan olacaq? Bununla ba\u011fl\u0131 ictimaiyy\u0259td\u0259 m\u0259lumat olsa, yax\u015f\u0131 olar. \u0130st\u0259nil\u0259n halda obyektivliyin olmas\u0131 m\u00fcsb\u0259t tendensiyad\u0131r ki, televiziyalar bundan b\u0259hr\u0259l\u0259n\u0259, verili\u015fl\u0259rini koordinasiya ed\u0259, auditoriya il\u0259 m\u00fc\u0259yy\u0259n \u0259laq\u0259 yarada bil\u0259rl\u0259r. \u00d6n\u0259mli olan proqramlar\u0131n m\u0259zmununun idar\u0259 olunmas\u0131d\u0131r. Kontentin idar\u0259 olunmas\u0131 t\u0259kc\u0259, televiziyadan yox, auditoriyadan da as\u0131l\u0131d\u0131r\u201d.<\/p>\n

\"Pe\u015f\u0259kar<\/p>\n

V\u0259fa \u0130sg\u0259nd\u0259rova: \u201cReytinqin obyektivliyin\u0259 \u0259min ola bilm\u0259rik, \u00e7\u00fcnki…\u201d<\/strong><\/p>\n

Bak\u0131 D\u00f6vl\u0259t Universitetinin Beyn\u0259lxalq jurnalistika v\u0259 informasiya siyas\u0259ti kafedras\u0131n\u0131n dosenti V\u0259fa \u0130sg\u0259nd\u0259rovan\u0131n fikrinc\u0259, ilk n\u00f6vb\u0259d\u0259 hans\u0131 texnologiyalar\u0131n istifad\u0259 olunaca\u011f\u0131na diqq\u0259t etm\u0259k laz\u0131md\u0131r:<\/strong>\u00a0\u201cReytinqin \u00f6l\u00e7\u00fclm\u0259si, statistikan\u0131n m\u00fczakir\u0259 olunmas\u0131, t\u0259hlill\u0259r \u0259sas\u0131nda n\u0259tic\u0259l\u0259r \u00e7\u0131xar\u0131lmas\u0131 audiovizual materiallar\u0131n keyfiyy\u0259tin\u0259 t\u0259sir ed\u0259 bil\u0259r, bir \u015f\u0259rtl\u0259 ki, audiovizual \u015firk\u0259tl\u0259rin r\u0259hb\u0259rl\u0259ri \u00f6z kadr siyas\u0259tind\u0259 d\u0259yi\u015fiklik etsinl\u0259r. Reytinqin obyektivliyin\u0259 \u0259min ola bilm\u0259rik, \u00e7\u00fcnki biz hans\u0131 \u00fcsullardan, metodlardan istifad\u0259 olundu\u011funu bil\u0259 bilm\u0259rik. Sor\u011fular ke\u00e7irilm\u0259li, auditoriyan\u0131n n\u00fcmay\u0259nd\u0259l\u0259ri, eyni zamanda media ekspertl\u0259rinin r\u0259yi n\u0259z\u0259r\u0259 al\u0131nmal\u0131d\u0131r. N\u0259tic\u0259l\u0259r audiovizual kampaniyalarda, materiallarda \u00f6z \u0259ksini tapmayacaqsa, bu yaln\u0131z ka\u011f\u0131z \u00fcz\u0259rind\u0259 qalacaq. \u018fg\u0259r \u015firk\u0259tl\u0259rin kadr potensial\u0131 y\u00fcks\u0259k s\u0259viyy\u0259d\u0259 deyils\u0259, proqram siyas\u0259ti d\u00fczg\u00fcn apar\u0131lm\u0131rsa, reytinqin \u00f6l\u00e7\u00fclm\u0259si zaman\u0131 \u0259n m\u00fcasir texnologiyadan istifad\u0259 olunsa da, keyfiyy\u0259t\u0259 m\u00fcsb\u0259t t\u0259siri hiss ed\u0259 bilm\u0259rik\u201d.<\/p>\n

Qeyd ed\u0259k ki, bu g\u00fcnl\u0259rd\u0259 X\u0259z\u0259r” Media M\u0259rk\u0259zinin Ba\u015f direktoru Murad Dada\u015fov da reytinq m\u0259s\u0259l\u0259sin\u0259 diqq\u0259t \u00e7\u0259k\u0259r\u0259k bildirib ki, televiziya r\u0259qab\u0259t\u0259d\u00f6z\u00fcml\u00fc olmal\u0131d\u0131r, \u00e7\u00fcnki indi pult tama\u015fa\u00e7\u0131n\u0131n \u0259lind\u0259dir v\u0259 onun kanal\u0131 d\u0259yi\u015fm\u0259yi \u00fc\u00e7\u00fcn bir saniy\u0259 kifay\u0259tdir:<\/strong>\u00a0\u201cYeni ild\u0259n biz art\u0131q median\u0131n yeni \u00f6l\u00e7\u00fc sisteminin i\u015finin b\u0259hr\u0259sini g\u00f6r\u0259c\u0259yik. \u018fvv\u0259lki reytinql\u0259rin \u00f6l\u00e7\u00fc sisteminin f\u0259aliyy\u0259ti ona g\u0259tirib \u00e7\u0131xard\u0131 ki, biz tama\u015fa\u00e7\u0131m\u0131z\u0131 televiziyam\u0131zdan k\u00fcsd\u00fcrd\u00fck v\u0259 televiziyalar o q\u0259d\u0259r d\u0259 t\u0259l\u0259bkar olmayan tama\u015fa\u00e7\u0131 auditoriyas\u0131n\u0131n ixtiyar\u0131nda qald\u0131. \u0130ntellektual verili\u015fl\u0259r arxa plana ke\u00e7di. \u018fslind\u0259 b\u00fct\u00fcn d\u00fcnyada haz\u0131rda v\u0259ziyy\u0259t bel\u0259dir. Televiziya biz\u0259 \u0259n\u0259n\u0259vi proqram verir, telefon say\u0259sind\u0259 is\u0259 n\u0259y\u0259 baxaca\u011f\u0131m\u0131z\u0131 \u00f6z\u00fcm\u00fcz m\u00fc\u0259yy\u0259nl\u0259\u015fdiririk. Bu g\u00fcn televiziyalar\u0131n idar\u0259\u00e7il\u0259ri \u00fc\u00e7\u00fcn \u0259sas m\u0259s\u0259l\u0259 h\u0259m reytinq, h\u0259m maarifl\u0259ndirm\u0259, h\u0259m d\u0259 informasiyan\u0131 tama\u015fa\u00e7\u0131ya \u00e7atd\u0131rmaq aras\u0131nda balans\u0131 tutmaqd\u0131r. Reytinq\u0259 qalsa, biz tamamil\u0259 ba\u015fqa verili\u015fl\u0259r g\u00f6st\u0259rm\u0259liyik. Bizim sah\u0259nin co\u011frafi bax\u0131mdan \u00e7\u0259tinliyi odur ki, tama\u015fa\u00e7\u0131m\u0131z rusca, ingilisc\u0259, t\u00fcrkc\u0259 verili\u015fl\u0259r\u0259 baxa bilir. Bu s\u0259b\u0259bd\u0259n d\u0259 Az\u0259rbaycan televiziyalar\u0131 reklam bazar\u0131n\u0131 h\u0259m d\u0259 burada itirir. Amma yerli kanallar\u0131n istehsal etdiyi keyfiyy\u0259tli m\u0259hsul, proqramlar v\u0259 seriallar yen\u0259 d\u0259 bax\u0131l\u0131r. Reytinq monitorinqi olmad\u0131\u011f\u0131 \u00fc\u00e7\u00fcn biz\u0259 el\u0259 g\u0259lir ki, Az\u0259rbaycanda radionu ancaq s\u00fcr\u00fcc\u00fcl\u0259r dinl\u0259yirl\u0259r. Lakin bu, bel\u0259 deyil. Biz bu g\u00fcn n\u0259inki radionu, h\u0259m d\u0259 r\u0259q\u0259msal platformalar\u0131 n\u0259z\u0259r\u0259 almal\u0131y\u0131q. B\u00fct\u00fcn bunlar ham\u0131s\u0131 informasiyan\u0131 auditoriyaya \u00e7atd\u0131rmaq \u00fc\u00e7\u00fcnd\u00fcr. Bu g\u00fcn tematik radiolar\u0131n olmas\u0131 \u00e7ox vacibdir\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"

Yax\u0131n g\u00fcnl\u0259rd\u0259 Az\u0259rbaycanda televiziyalar\u0131n reytinqini \u00f6l\u00e7m\u0259k \u00fc\u00e7\u00fcn yarad\u0131lm\u0131\u015f yeni \u015firk\u0259t ictimaiyy\u0259t\u0259 t\u0259qdim edil\u0259c\u0259k. Bunu Audiovizual \u015euran\u0131n s\u0259dri \u0130sm\u0259t S\u0259ttarov deyib. \u201cBununla da uzun ill\u0259rd\u0259n sonra Az\u0259rbaycanda reytinql\u0259rin \u00f6l\u00e7\u00fclm\u0259si il\u0259 ba\u011fl\u0131 problem h\u0259llini tapacaq. Bu sah\u0259d\u0259 m\u00fcasir texnologiyalardan istifad\u0259 olunacaq\u201d, – dey\u0259 o qeyd edib. Bak\u0131 D\u00f6vl\u0259t Universitetinin professoru, tan\u0131nm\u0131\u015f jurnalist v\u0259 media eksperti Qulu M\u0259h\u0259rr\u0259mli \u201cYeni M\u00fcsavat\u201da bildirdi ki, b\u00fct\u00fcn d\u00fcnyada televiziya m\u0259kan\u0131nda reytinqin \u00f6l\u00e7\u00fclm\u0259si t\u0259cr\u00fcb\u0259si var:\u00a0\u201cReytinq auditoriyan\u0131n hans\u0131 verili\u015fl\u0259r\u0259 baxmas\u0131, m\u0259zmun etibaril\u0259 c\u0259miyy\u0259tin maraqlar\u0131, tama\u015fa\u00e7\u0131lar\u0131 y\u00f6n\u0259ltm\u0259k, \u00f6lk\u0259d\u0259 televiziya siyas\u0259tini istiqam\u0259tl\u0259ndirm\u0259k v\u0259 s. m\u0259qs\u0259dl\u0259rd\u0259n as\u0131l\u0131 olaraq \u00f6l\u00e7\u00fcl\u00fcr. Az\u0259rbaycanda t\u0259xmin\u0259n 1990-c\u0131…<\/p>\n","protected":false},"author":2,"featured_media":534193,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[1],"tags":[],"aioseo_notices":[],"gutentor_comment":0,"rttpg_featured_image_url":{"full":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/11\/1814b73832f87ce3cb96911e029c98ee.jpg",700,400,false],"landscape":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/11\/1814b73832f87ce3cb96911e029c98ee.jpg",700,400,false],"portraits":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/11\/1814b73832f87ce3cb96911e029c98ee.jpg",700,400,false],"thumbnail":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/11\/1814b73832f87ce3cb96911e029c98ee-500x280.jpg",500,280,true],"medium":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/11\/1814b73832f87ce3cb96911e029c98ee-639x365.jpg",639,365,true],"large":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/11\/1814b73832f87ce3cb96911e029c98ee.jpg",640,366,false],"1536x1536":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/11\/1814b73832f87ce3cb96911e029c98ee.jpg",700,400,false],"2048x2048":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/11\/1814b73832f87ce3cb96911e029c98ee.jpg",700,400,false],"post-thumbnail":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/11\/1814b73832f87ce3cb96911e029c98ee-240x172.jpg",240,172,true],"advps-thumb-one":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/11\/1814b73832f87ce3cb96911e029c98ee.jpg",700,400,false]},"rttpg_author":{"display_name":"V\u00fcsal Rafiqo\u011flu","author_link":"https:\/\/arantv.az\/?author=2"},"rttpg_comment":0,"rttpg_category":"C\u0259miyy\u0259t<\/a>","rttpg_excerpt":"Yax\u0131n g\u00fcnl\u0259rd\u0259 Az\u0259rbaycanda televiziyalar\u0131n reytinqini \u00f6l\u00e7m\u0259k \u00fc\u00e7\u00fcn yarad\u0131lm\u0131\u015f yeni \u015firk\u0259t ictimaiyy\u0259t\u0259 t\u0259qdim edil\u0259c\u0259k. Bunu Audiovizual \u015euran\u0131n s\u0259dri \u0130sm\u0259t S\u0259ttarov deyib. \u201cBununla da uzun ill\u0259rd\u0259n sonra Az\u0259rbaycanda reytinql\u0259rin \u00f6l\u00e7\u00fclm\u0259si il\u0259 ba\u011fl\u0131 problem h\u0259llini tapacaq. Bu sah\u0259d\u0259 m\u00fcasir texnologiyalardan istifad\u0259 olunacaq\u201d, – dey\u0259 o qeyd edib. 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