Küresel Platformlar Döneminde Ulusal Stratejiler: Kamu Hizmeti Medyasını Küresel Platform Ekosistemi İçinde Yeniden Düşünmek

Abstract

In the last decade, the acceleration of digital transformation, the impacts of the COVID-19 pandemic, and numerous other factors have made the concept of "watch anytime, anywhere, and in any way" increasingly attractive to consumers. Consequently, there has been a significant shift from traditional television broadcasting to on-demand video services. On a global scale, it is notable that most of these on-demand video service platforms are subscription-based (SVOD) and predominantly U.S.-based, raising discussions on cultural, economic, and political sovereignty as well as media/platform imperialism. This study examines the legal regulations and policies implemented by various countries to minimize the negative impacts of these SVOD platforms on local media industries. In this context, the transformation process of public service media organizations is also analyzed. Within the scope of this thesis, a "comparative policy analysis" and "comparative case analysis" approach is employed to explore national strategies and the SVOD market in Türkiye, South Korea, and the United Kingdom. Additionally, the local and global SVOD platforms of public service media in these countries (Türkiye: Tabii, United Kingdom: BritBox, South Korea: Wavve and Kocowa+) were subjected to comparative analysis in terms of both the marketing strategies and the web page interfaces. In conclusion, it has been assessed that, in general, public service media have been relatively late in entering the SVOD market. The platforms they have established exhibit similarities with the practices of the largest players in the market while simultaneously striving for differentiation. However, the aforementioned public SVOD platforms show promising potential, partly due to the global popularity of content from their respective countries. Among these platforms, Tabii, as the youngest, has the potential to achieve a more advanced position through policies and strategies that can be developed both at the institutional and state levels.