PhD doctoral student Òîybaeva Zh. N.
The Kazakh National Arts
Academy after T. Zhurgenov, Kazakhstan
The television market of Kazakhstan
The television of the Republic of Kazakhstan has
started its rapid stage of development from the middle of 90-th. At present
moment there are 14 broadcasting channels, channels of regional TV and about 40
cable operators in Kazakhstan.
To take in consideration historical, social and
territorial peculiarities of Kazakhstan, television stayes one of the most
popular and lovely type of mass media up to now. People of the Republic of
Kazakhstan watches and loves programs
of entertainment and news genre, feature and humanitarian, socially-political
and educational, various serials, film
screenings and TV shows of foreign and kazakhstan production.
Most rating programs, in according to data of
independent researching company TNS Gallup Media Asia, are broadcasts on the
leading TV channels of the republic: «Ïåðâûé Êàíàë «Åâðàçèÿ», «KTK», «ÍÒÊ» , «Õàáàð» è «Ñåäüìîé
êàíàë». Taking into account increasing competition on the television market
and changing viewers preferences, channels try to improve the capacity of their
own and purchasing programs with the aim to keeping of their own audition and
winning of new one.
In nowadays, as on the extension of many decades, the
channel «Ïåðâûé
Êàíàë «Åâðàçèÿ» isn’t not only the most large scale one (at the present moment broadcasting of channel realizes in
478 localities and built - up areas of the Republic of Kazakhstan), but also
the most popular TV channel of the
republic. The data of some social agencies which use different methods of
measuring TV viewers convincely confirms the leadership of channel. In according to its dates
from the October 1997 and till now «Ïåðâûé Êàíàë «Åâðàçèÿ» is individual leader in broadcast – the share
of the viewers are considerably bigger,
than competitors has. Middle-daily share of the channel for the viewers 18+ for the period 01.01.2012-31.12.2012 makes up 28 %.
Viewers of channel «Ïåðâûé Êàíàë «Åâðàçèÿ» has
following structure: people at the age older 55 (25 %) and from 18 to 29 (26 %); than follows groups:
from 40 to 54 (17 %); from 30 to 39 (17
%) and from 10 to 17 (12 %). Channel
viewers, as the whole television, chiefly feminine (53 %).
Program policy of channel are oriented on the
preservation and development of educational, intellectual, cultural and entertaining programs. The most
popular and rating type of broadcasting
is film screening, which takes on the «Ïåðâûé Êàíàë «Åâðàçèÿ» 58 %
of broadcast and forms from all modern
cinematographic genres: feature films, serials, documentary and
animation cinemas. Film screening of the channel «Ïåðâûé Êàíàë «Åâðàçèÿ»
directs on the satisfaction of the interests not only mass viewers auditorium,
but also viewers with not standard
aesthetic tastes.
News genre has stable viewers auditorium and presented
with daily program «Time» and newsblockes in the program «Good morning». In
2012 on the broadcast of «Ïåðâûé Êàíàë «Åâðàçèÿ» come out the news of the own
production on the Russian and Kazakh languages with maximum index Rtg% = 10.97;
Shr% = 40.13 and Rtg% = 6.97; Shr% = 28.56, accordingly.
ÊÒÊ (ÑTC) – Commercial Television Channel – first private television channel
of the Republic of Kazakhstan, the first broadcasting of which on the February
1991 stayes the sensation for Almaty citizens. In nowadays the channel
«ÊÒÊ» - accepted leader of television market of the republic, which has
the status of national broadcaster.
«ÊÒÊ» possesses with professional,
highly-developed technical infrastructure, which allows to enclose the whole
territory of Kazakhstan.
Leader position at the age structure of «ÊÒÊ» channel
viewers takes groups: from 18 to 29 (28 %) and from 40 to 54 (23 %). Further in
order of decreasing follows age groups: from 55 and above (18; from 30 to 39
(15%); from 10 to 17 (14 %). The auditorium is chiefly feminine (54 %).
Regular broadcasting in ether topical social, political and economic issues and popular
film screening allows «ÊÒÊ» to increase TV watching with each year. Feature programs which includes film screening are compose mostly 48, % of broadcasting, entertainment
programs – 22 %, news -13 %, humanitarian -6 %, music programs – 4 %,
socially-political -4 %. Distinguishing feature of channel «ÊÒÊ» is the
presence program of own production. Among
the lovelies for the many years – the program «Ïîðòðåò íåäåëè» Rtg% = 7.02; Shr% = 30.64), updated series criminal documentary
program «×åðíûé
êâàäðàò» ( Rtg % = 6.55; Shr% = 20.24), «Íîâîñòè. Äðóãàÿ
ïðàâäà
ñ
Àëåêñååì
Øàõìàòîâûì» (Rtg% = 5.47; Shr% = 25.05). the programs of own production appeared
in broadcast in television season 2008-2012,
surely takes places in TOP 10 of TV channel.
Daily broadcasting
of channel «31 êàíàë» consists from news, informationally - analytical and
thematically programs on the Russian
and Kazakh languages, feature and entertainment programs.
Today the channel «31 êàíàë», which is founded in
1992, broadcasts in 14 regional centers
of Kazakhstan. From March 2008 starts
broadcasting in updated format. The auditorium structure in age groups on the
channel «31 êàíàë» consists: from 18 to 29 (28%); from 40 to 54 (20 %); from 10
to 17 (17 %); from 30 to 39 (16 %); from 55 and above (12 %).The channel
interests as to women, as men (men – 50%; women -50 %). Genre filling of
channel «31 êàíàë» consist of from feature (78 %), entertainment (11 %),
humanitarian (4 %), music ( 3 %) and news (4 %) programs.
On the 3-rd Jule 2008 by the Statement of the Government of the Republic of
Kazakhstan was created Share Stock Company «National Informational Holding « Àðíà Ìåäèà» in which comes Share Stock Company «ÀÎ «Àãåíñòâî
Õàáàð» (ñchannel «Õàáàð», channel «Åë
Àðíà» and satellite channel « Kazakh
TV» (to the 1-st September 2012 «ÑaspioNet») and Share
Stock Company «Ðåñïóáëèêàíñêàÿ òåëåðàäèîêîðïîðàöèÿ «Êàçàõñòàí» (National channel «Êàçàõñòàí», Kazakh Radio and regional
teleradiocompanies).
The Agency « Khabar» was founded in 1995 in the
branches of National Television Informationally Agency (NTIA).
The priority
in broadcasting – the news. The main principles of giving the information
is a drive, exclusivliness, entirety and objectivelity. Information
programs takes up to the 1/3 of the
whole broadcasting time. Information collects
from 14 own correspondent places
in Kazakhstan and 5 in states of Commonwealth of Independent States
(CIS).Own reports are made also
from 12 key states of the North hemisphere. Besides its
own information the company in branhes of partner programs actively use the production of leading world informational Agencies.
The Broadcast of the Agency «Khabar» consists mainly
from feature (37%), news (20%), socially-political (14%), entertainment (9%),
humanitarian (8%), sport (5%) and music (7 %) programs.
Middle daily share of TV channel, in according to the
data TNS Gallup Media Asia, (auditorium 6+, Kazakhstan) for the period
01.01.2012 – 31.12.2012 consists 4.55 %.
«El Arna» - is the national TV channel, broadcasts on
the Russian and Kazakh languages. The
channel is oriented on the family auditorium. The priority of broadcasting is demonstration of feature programs (56%).
Music programs takes 11 % of
broadcasting; entertainment – 14 %, sport – 7 %, humanitarian – 6% and social-political program – 6 % of broadcasting.
Middle daily share of channel in according to
TNS Gallup Media Asia, ( auditorium
6 +, Kazakhstan) for the period from
01.01.2012 to the 31.12.2012 consists 2.73 %.
National channel « Kazakhstan» is a receiver KazTV,
which starts its broadcasting in the 8-th of March 1958.
In the 70-80th on KazTV was realized transition on colored representation. This years was
registered with considerably progressively creative burst on KazTV. At this time nationwide love deserves such unice programs of Kazakh television
as: «Òàìàøà», «Құðäàñòàð», «Æàñòàð
áåéñåíá³ë³ã³», «Ïàðûç áåí қàðûç».
In nowadays
the genre filling of channel «Êàçàõñòàí»
consist of from feature programs (43 %), humanitarian (15 %), news (10 %),
socially-political programs of own
production and purchasing (10 %), sport (8%), music (6 %), entertainment
(6 %) programs. Middle daily share of TV channel in according to the data of TNS Gallup Media Asia, ( viewers
6+, Kazakhstan) for the period from
01.01.2012-31.12.2012 composes 5.09 %.
During last
years in Kazakhstan rapidly developes cabel and digital television. Among 40 cabel operators the most ponderable one is «Àëìà-Ò», «Icon», «Digital TV» and so on.
The joint share of cable TV for the period from 01.01.2012-to 31.12.2012
composes 4.26 %. The monitoring realizes
by following TV channels: Ðåí-ÒÂ, ÍÒÂ, ÐÒÐ
Ïëàíåòà, ÑÒÑ, ÒÂ3 and Ìóç
ÒÂ.
1. Official website of Khabar Agency
2. Official website of the TV channel Kazakhstan
3. Official website of the TV channel 31
4. Official website of the TV channel KTK
5. Official website of the TV channel Euronews Eurasia