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AIB MARKET INTELLIGENCE - Confidential to Members | Market 2015 Series intelligence MEMBER-ONLY MARKET INTELLIGENCE BRIEFING FROM THE ASSOCIATION FOR INTERNATIONAL BROADCASTING | MARCH 2015 TURKEY S GLOBAL AMBITIO’NS Citizen reporter material available Covering Nigeria s elections ’ AIB worldwide Where we are promoting AIB members 13-16 APRIL 2015 CANNES, FRANCE CONTENTS AIB MARKET INTELLIGENCE - confidential to members | WELCOME AIB MARKET INTELLIGENCE MARCH 2015 This briefing, prepared exclusively for AIB members, investigates Turkey’s move to increase its international presence with the planned launch of a new global TV news channel. Also this month we highlight opportunities to secure citizen reporter coverage of the forthcoming Nigerian general election, and briefings on the issue of programme exchange file formats at NAB. We have our usual round-up of open tenders in the broadcasting industry. 04 TURKEY S GLOBAL AMBITION ’ Turkey is upping its game when it comes to global influence. An international English-language news channel is part of its strategy 08 CONTINUING GROWTH The number of new channels in domestic markets continues to grow. In Cameroon, six new digital TV channels are set to launch, AIB has discovered 09 PROGRAMMING & TECHNOLOGY Citizen reporters available for coverage of the Nigerian elections from a different perspective; briefings available on programme exchange file formats 10 AIB AROUND THE WORLD AIB works to promote its members around the world. See where we will be working during the first two quarters of 2015 11 #IAMABROADCASTER A report on the first AIB #iamabroadcaster conference held in London during February 13 TENDERS Open tenders at media houses worldwide THE ASSOCIATION FOR INTERNATIONAL BROADCASTING PO BOX 141 CRANBROOK TN17 9AJ UNITED KINGDOM T +44 20 7993 2557 F +44 20 7993 8043 www.aib.org.uk AIB MARKET INTELLIGENCE MARCH 2015 03 | | AIB MARKET INTELLIGENCE - confidential to members | PLATFORMS AND CHANNELS TURKEY S GLOBAL AMB’ITION As the 18th most populous country in the world and the 37th largest by area, and positioned at the crossroads of Europe, Asia and the Middle East, Turkey has always been a state of significant importance in the world. Now the country is about to increase its presence in the world with the launch of a new international TV news channel, AIB has been discovering he number of strategic importance. The former expand its regional and global international TV Foreign Minister (now Prime influence. Over the last five years, news channels is Minister) Ahmet Davutoğlu set in Turkey is Turkish Airlines has significantly set to increase later train a range of initiatives after his expanding increased its global marketing to in 2015 as Turkey appointment to the Foreign its global increase the number of customers T enters the global Ministry in 2009. According to to and from its Istanbul hub. The TV market with an some academics, Davutoğlu soft power, company has spent tens of millions ambitious new project. TRT World believed that Turkey had underplayed trade and of dollars across multiple will be an English-language TV its international strategic economic marketing platforms to encourage news channel that seeks to rival importance and potential influence. “ business and consumers to choose initiatives existing international channels. This global reticence needed to it as their airline of choice. It has TRT World will have its change, believed Davutoğlu, and it sponsored Manchester United headquarters in Istanbul, with is likely that TRT World is one of football [soccer] club, guaranteeing significant broadcast centres in the results of these new outward- that the airline’s brand is seen on London, Kuala Lumpur and looking foreign policy initiatives, TV screens around the world Washington DC. alongside the growth in Turkish thanks to the popularity of the The launch is part of an Airlines, for example. football team. The faces of increasing effort to project Turkey’s Turkish Airlines is an interesting Manchester United’s team have soft power and geopolitical case study in the country’s move to been seen in TV advertisements for 04 MARCH 2015 AIB MARKET INTELLIGENCE ” | | AIB MARKET INTELLIGENCE - confidential to members TURKEY’S GLOBAL AMBITION | the airline. In 2014, the airline was the USA which ranked first and Soft power index reported to be in negotiation for second respectively, and ahead of shirt sponsorship with another UK neighbouring Greece which was Turkey has Rank Country Score football team, Chelsea, reported to ranked 33rd. The Institute for long been 1 UK 7.289 be worth more than £18m (€25.5m/ Government is explicit in saying an inter- 2 USA 6.989 US$27m). It has sponsored other that the rankings are not an 3 Germany 6.484 sports in markets from Japan to absolute measure of states’ influence, national 4 France 6.472 Europe. but rather their potential for radio 5 Sweden 5.752 These global sponsorship influence. The survey findings for broadcaster 6 Japan 5.613 initiatives come at a time when the the past few years have appeared in “ 7 Denmark 5.598 airline is increasing its route Monocle magazine and AIB has 8 Switzerland 5.553 network and flight frequency, tended to agree with the results. 9 Australia 5.534 regionally and internationally. In The survey examines each state’s 10 Canada 5.417 2014, Turkish Airlines increased its success in five component parts – 11 South Korea 5.350 flights between Tehran and Istanbul business and innovation; culture; 12 Norway 5.327 to 28 a week, signifying the government; diplomacy; and 13 Finland 5.267 importance of relations between the education. It is the cultural and 14 Italy 5.186 two countries and the trade diplomatic components that are of 15 Netherlands 5.161 potential that exists between the most interest when examining a 16 Spain 4.981 neighbouring countries. country’s international media ” 17 Brazil 4.675 Turkey is also building what is ambitions. According to American 18 Austria 4.650 likely to be one of the world’s political scientist Joseph Nye, a 19 Belgium 4.556 largest airports close to Istanbul. country becomes naturally 20 Turkey 4.263 This is designed to provide an attractive to others when its culture 21 New Zealand 4.249 alternative hub to those of the promotes universal values that 22 China 4.237 Middle East, notably Dubai and Doha. other nations can readily identify 23 Portugal 4.217 It is against this background of with. The survey’s measure of 24 Ireland 4.160 Turkey’s increased presence and cultural success looks at both the 25 Poland 3.817 assertiveness on the world stage quality and the international reach 26 Singapore 3.759 that the new international TV of a nation’s cultural output. 27 Mexico 3.590 service is being launched. This is The diplomatic measure explores 28 Russia 3.564 not to say that Turkey’s public the ability of states to shape a 29 Israel 3.437 broadcaster has been absent from favourable national narrative and 30 Thailand 3.347 the international broadcasting the engagement of international 31 Czech Republic 3.346 market. Indeed, it has operated audiences. 32 Chile 3.285 international radio services since It is interesting to note that 33 Greece 3.260 the late 1930s, with the brand Turkey is attempting to engage on 34 South Africa 3.117 “Voice of Turkey” introduced in multiple levels as it develops its 35 Argentina 3.062 1963. TRT also has two soft power initiatives. For example, 36 India 2.776 international TV services, one in Turkey will be the “country of 37 Malaysia 2.606 Turkish, the other in a number of honour” at the MIPCOM 38 UAE 2.416 regional languages. However, it is programme market in Cannes in 39 Egypt 2.351 with English-language television October this year. The MIPCOM 40 Indonesia 1.739 news where countries see the need initiative is being managed by the to influence international opinion Istanbul Chamber of Commerce and this is why TRT World is being and it is understood that in excess planned. of €200,000 is being spent on the Cannes project. It may be that TRT SOFT POWER CONTEXT World will be launched at This initiative from Turkey – which, MIPCOM. because of its scale, AIB believes is TRT IN THE WORLD funded by the Turkish Foreign Ministry, rather than TRT’s The Turkish Radio and Television domestic funding which comes Corporation [TRT] has been mainly from a levy on electricity involved in international bills – is an attempt to deliver more broadcasting for some time, and the effective soft power impact. new news channel builds on – and In its 2012 study The New significantly develops – its heritage Persuaders , the UK’s Institute for in this field. Government ranked Turkey as 20th TRT World increases the in the world, against the UK and Corporation’s international AIB MARKET INTELLIGENCE MARCH 2015 05 | | AIB MARKET INTELLIGENCE - confidential to members | TURKEY’S GLOBAL AMBITION SOCIAL TURKEY t Above left TRT services. It has a long-established in Istanbul; top of 11.2 per 100 inhabitants, international radio service Voice of Turkey makes some use of right members of compared with Greece at 26.2 per operating under the brand Voice of social media platforms, with Istanbul Chamber 100 and the Netherlands with 40.1 Turkey in 29 languages. These radio Facebook pages for a number of its of Commerce per 100. The percentage of homes services are carried on short wave language services, including signing the agree- with internet is 49.1, against 64.7% ment for Turkey to from a single transmitting station in English (with around 4,400 “likes” in Cyprus and 55% in Kazakhstan. be country of central Turkey with most on the air at the time of writing), French honour at MIPCOM; In addition to the relatively low for a limited number of hours (see (27,000), Albanian (12,000), Hausa bottom right TRT broadband penetration in Turkey, table overleaf).
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