Market Kanal D, TRT, atv, Show Television broadcasting was a government TV and TGRT are the monopoly in Turkey until 1990. However, even prominent players of the though terrestrial broadcasting legally remained a sector. In addition to government monopoly, private channels these nationwide channels, sidestepped restrictions by using satellite there are also thematic broadcasting. Eventually, with constitutional and cryptic ones changes, the government monopoly formally available in the market. ended on July 8 1993 and, with a legal code Kanal D has been a enacted in 1994, private radio and television market leader for a channels were able to engage legally in normal long time by its ratings terrestrial broadcasting. as well as its advertising The only state-run television channel, Turkish revenue in comparison Radio and Television Corporation, TRT, was to the other nationwide founded in 1964 to broadcast via television and channels. Besides being radio. Currently TRT is in service with seven the first preference of channels, TRT1, TRT2, TRT3, TRT4, TRT advertisers among 30 International, TRT Turk and TRT GAP. nation-wide channels, As of 2005, there are 24 private channels Kanal D achieved 15.9% broadcasting nationwide. These are ATV, BRT, average daily rating and CINE 5, CNBC-e, Flash TV, CNN Türk, HBB, 25% market shares in Ifl›k TV, Kanal D, Kanal 6, Kanal 7, Kanal 1, Kral, advertising in the first half of the year in 2004. Kanal D created its own principles and it assumes Meltem TV, NTV, Show TV, STV, Star, Tempo leading role in the television sector by having the TV, TGRT, Türkeli TV, TV 5, TV 8 and Yeni TV. Achievements awareness required to execute its responsibilities. Kanal D has been found worthy of many international awards, ‘Hot Bird’ in 2000 which Product is one of the most prestigious awards and Kanal D is one of the most important ‘Century International Gold Quality Award’ organisations serving consciously in Turkey by its given by Business Initiative Directions (BID) in commitment to ethical values, truthful and 2003. In 2004, Kanal D proved its success in impartial news, programmes and TV serials. international criteria by deserving of The most popular and adored television stars ‘International Quality Continuity-Platinum are all on Kanal D. Skilful producers, Award’. experienced directors and creative programmers On April 22nd 2005, Kanal D and the Turkey work mutually with these stars to produce high Education Volunteers Foundation set a record quality programmes which are indispensable for with a live broadcast event that netted US$1.3 Turkish audience. million in donations. Being innovative and dynamic, the channel introduced many new format television History programmes like various television series, foreign Kanal D is an international broadcasting series and movies, talk shows, competitions, company based in ‹stanbul and was founded on children’s, women’s, sports, news and magazine September 16 1993. It started broadcasting in programmes. Kanal D is positioned on top of its the Milliyet Newspaper building on December 19 sector by its educational and entertaining 1993. Established jointly by the Do¤an and children’s shows, ethical news programmes, Do¤ufl groups, the channel took its name D successful serials and talk shows presented by from the first letter of these two names. the most favoured television stars. In July 1995, the channel moved to new premises in the heart of the city and continued broadcasting. In 2003, Kanal D moved to the Do¤an Television Centre, which is Turkey’s biggest and most developed television broadcasting complex. In 2005, Do¤an Group took sole ownership of the channel. Mindful that television is the most effective communication tool to reach society, Kanal D works sensitively in exercising this power to educate, entertain and inform the viewing public.

94 SUPERBRANDS department of Kanal D can easily retrieve required data by using a search system and use this material wherever needed. Promotion The promotional activities of Kanal D include corporate advertisements and outdoor placements, as well as corporate and organisational printed materials and appliances. Special advertisements are used around the launch of television series and programmes. In addition, advertisements, announcements and slogans are used at the beginning of each broadcasting season. All kinds of promotional activities, including new programmes presentations and press meetings, are supported by public relations activities which are all run in collaboration with Kanal D’s advertising agency. Media communication activities include media relations strategy setting, conducting press meetings and organising news and interviews with the stars of programmes. The Public Relations department organises parties and meetings to introduce television series, programmes and the channel. This department also represents the channel at fairs. All presentation activities run by the channel are practised by corporate communication and marketing departments. Kanal D exercises its social responsibilities by supporting the projects of 25 non-governmental organisations through regular presentation and broadcasting activities. Also in 2004 and 2005, the channel became the corporate communication sponsor of the Turkish Education Volunteers Foundation. Kanal D’s latest social responsibility project is the broadcasting of an educational television programme in collaboration with the Mother Child Education Foundation. The programme, which aims to teach, reading and writing to six million women between the ages 11 and 55 in Turkey, was launched in June 2005. Brand Values For audience and advertisers, Kanal D is ‘primary, superior, innovative and entertaining’. Kanal D’s mission is to be conscious of ‘high rank and ethical broadcasting’ Kanal D is perpetuating its efforts to sustain market leadership with ‘young, creative, dynamic and pioneering’ programming features and ‘honest, impartial, modern and respectful’ broadcasting principles. Kanal D is intensifying its brand value with its effective social responsibility projects and strong sponsorship agreements; furthermore Kanal D is constantly playing an active role in the growth of the market. The programmes of Kanal D are not only for set strategies. Turkish audiences at home. In 1996 Euro D was The channel plans to establish a computer www.kanald.com.tr launched to enable Turkish citizens living in system called Service Advertising Protocol Europe view the channel. Now this channel can (SAP) to facilitate communication between be watched all around the world from the Kanal D departments. The aim is that this THINGS YOU DIDN’T KNOW ABOUT United States to Australia. The channel has 1000 system will speed and systematise staff working to sustain the service. interdepartmental communication, control Kanal D Kanal D introduced teletext broadcasting soon processes and demand processes. after it was founded. The channel pays great In 2005, Kanal D activated a broadcasting Kanal D welcomes approximately two attention to updating its teletext information, as automation system. The system, which minimizes thousand studio guests a day. research indicates that Turkish texts broadcasting human input by using disc-based and common Kanal D has the most sophisticated technical is the fastest growing teletext market in Europe. broadcast system targets, speeds up processes systems in the market. so that it increases effectiveness and efficiency. Recent Developments This system will bring advantages over tape- Kanal D has nine multi-functional studios in its Kanal D has launched many innovations that any based broadcasting. The programme schedule, building for various programming needs. other broadcasting organization has never made. which had been prepared manually in an Excel It activated a call centre named Alo D (Hello document, is now prepared by a computer Monthly electric usage of the channel is D). Among all the national channels in Turkey program and automatically broadcast without approximately 550 megawatts. only Kanal D has this system, whereby viewers the need for human intervention. Do¤an TV Centre occupies a 22,000 m2 area, can give their opinions on the programmes and Kanal D uses a computer system called of which 8,000 m2 are offices and 12,000 m2 their content. The Alo D customer Cinegy to take visuals from various resources studios. representatives, all of whom are trained in (so called ‘ingest’) and send them to recording communication skills, answer calls 24 hours a stations. Cinegy performs various functions Kanal D broadcasts can be watched both live day, seven days a week. This project, operated including mounting, archiving and studio play- and from the archives via its website which has with the technical support of Do¤an Online, outs. In these recording stations, analogue visuals been launched simultaneously with other allows Kanal D managers to evaluate the are turned into digital form. Since the records in international TV channels. suggestions and criticisms of the audience and Cinegy are kept in Meda-data format, any

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