{"id":164659,"date":"2014-07-24T13:12:00","date_gmt":"2014-07-24T13:12:00","guid":{"rendered":"https:\/\/www.meydan.tv\/article\/metbuatin-qetli\/"},"modified":"2014-07-24T13:12:00","modified_gmt":"2014-07-24T13:12:00","slug":"metbuatin-qetli","status":"publish","type":"post","link":"https:\/\/www.meydan.tv\/az\/article\/metbuatin-qetli\/","title":{"rendered":"M\u0259tbuat\u0131n q\u0259tli"},"content":{"rendered":"
\n \"\"
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\n \"\"
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\n Az\u0259rbaycan: Mediareklam bazar\u0131n\u0131n k\u00fcnc-buca\u011f\u0131nda\n<\/p>\n

\n <\/i>\n<\/p>\n

\n
\n 2013-c\u00fc ilin v\u0259 2014-c\u00fc ilin birinci yar\u0131s\u0131n\u0131n yekunlar\u0131 d\u00fcnyada reklam bazar\u0131n\u0131n sabit \u015f\u0259kild\u0259 inki\u015faf etdiyini g\u00f6st\u0259rir, bu bar\u0259d\u0259 ZenithOptimedia m\u0259lumat yay\u0131b. Amma bu, iyulun 22-d\u0259 139 illiyini qeyd ed\u0259n Az\u0259rbaycan media bazar\u0131na aid deyil.
\n <\/i>\n<\/p>\n

\n
\n ZenithOptimedia beyn\u0259lxalq reklam agentlikl\u0259ri \u015f\u0259b\u0259k\u0259sinin (VivaKi qrupuna \u2013 Publicis Groupe transmilli kommunikasiya holdinqinin media strukturuna daxildir) 2012-2015-ci ill\u0259r\u0259 olan proqnozuna \u0259sas\u0259n, 2013-c\u00fc ild\u0259 d\u00fcnyada reklam x\u0259rcl\u0259ri 2012-ci il il\u0259 m\u00fcqayis\u0259d\u0259 3,9
\n <\/i>
\n
\n faiz
\n <\/i>
\n
\n art\u0131b v\u0259 518 mlrd. dollara \u00e7at\u0131b.
\n <\/i>\n<\/p>\n<\/p>\n

\n
\n TV yen\u0259 d\u0259 \u00fcst\u00fcnl\u00fck t\u0259\u015fkil edir
\n <\/b>\n<\/p>\n

\n Reklam investisiyalar\u0131n\u0131n h\u0259cmi n\u00f6qteyi-n\u0259z\u0259rd\u0259n televiziya d\u00fcnyada \u0259n b\u00f6y\u00fck media olaraq qalmaqda davam edir. 2013-c\u00fc ild\u0259 b\u00fct\u00fcn reklam pullar\u0131n\u0131n 40 faizii onun pay\u0131na d\u00fc\u015f\u00fcb, ikinci yerd\u0259 21 faiz payla internet-reklam g\u0259lir. 2014-c\u00fc ild\u0259 TV reklam\u0131na investisiyalar\u0131n 5,2 faiz artmas\u0131 proqnozla\u015fd\u0131r\u0131l\u0131r (2013-c\u00fc ild\u0259 art\u0131m 4,4 faiz t\u0259\u015fkil edib).\n<\/p>\n

\n
\n \u0130nternet-buying-in avtomatla\u015fd\u0131r\u0131lmas\u0131 v\u0259 RTB-nin inki\u015faf\u0131
\n <\/b>\n<\/p>\n

\n \u0130nternet \u0259n s\u00fcr\u0259tl\u0259 inki\u015faf ed\u0259n mediakommunikasiya seqmentidir. 2013-c\u00fc ild\u0259 qlobal s\u0259viyy\u0259d\u0259 internet-reklam h\u0259cmi 16,2 faiz art\u0131b. 2014-c\u00fc ild\u0259n 2016-c\u0131 il\u0259 q\u0259d\u0259r bu mediaya reklam investisiyalar\u0131n\u0131n ild\u0259 orta hesabla 16 faiz artaca\u011f\u0131n\u0131 proqnozla\u015fd\u0131r\u0131r\u0131q. \u0130nternet-reklam\u0131n \u0259n dinamik \u015f\u0259kild\u0259 inki\u015faf ed\u0259n kateqoriyas\u0131 banner-reklam\u0131d\u0131r \u2013 2014-2016-c\u0131 ill\u0259rd\u0259 illik orta art\u0131m 21 faiz t\u0259\u015fkil ed\u0259c\u0259k. Reklam alq\u0131lar\u0131n\u0131n avtomatla\u015fd\u0131r\u0131lmas\u0131 v\u0259 optimalla\u015fd\u0131r\u0131lmas\u0131 (programmatic buying) v\u0259 RTB-texnologiyalar\u0131n inki\u015faf\u0131 \u0259n\u0259n\u0259vi displey formatlar\u0131n\u0131n artmas\u0131na \u015f\u0259rait yarad\u0131r, sosial mediada reklam v\u0259 onlayn-video seqmenti d\u0259 dinamik \u015f\u0259kild\u0259 inki\u015faf edir. Proqnozlara \u0259sas\u0259n, 2015-ci ild\u0259 banner reklam\u0131 ilk d\u0259f\u0259 pay\u0131na g\u00f6r\u0259 paid search-i ke\u00e7\u0259c\u0259k, hesabat d\u00f6vr\u00fcnd\u0259 13 faiz orta illik art\u0131m n\u00fcmayi\u015f etdir\u0259c\u0259k. 2016-c\u0131 ild\u0259 d\u00fcnyada internet display-\u0259 reklam investisiyalar\u0131 74,4 mlrd. dollara \u00e7atacaq, bir halda ki, paid search-\u0259 yat\u0131r\u0131lan kapital 71,1 mlrd. dollar t\u0259\u015fkil ed\u0259c\u0259k.\n<\/p>\n

\n
\n Mobil texnologiyalar
\n <\/b>\n<\/p>\n

\n Mobil reklam dinamik \u015f\u0259kild\u0259 inki\u015faf etm\u0259kd\u0259dir. Haz\u0131rda onun inki\u015faf\u0131 stasionar da\u015f\u0131y\u0131c\u0131larda internet-reklam\u0131n inki\u015faf\u0131ndan alt\u0131 d\u0259f\u0259 \u00e7oxdur. ZenithOptimedia-n\u0131n proqnozlar\u0131na g\u00f6r\u0259, 2013-c\u00fc ild\u0259n 2016-c\u0131 il\u0259 q\u0259d\u0259r mobil reklam\u0131n orta illik art\u0131m\u0131 50 faiz t\u0259\u015fkil ed\u0259c\u0259k. Bu, smartfonlar\u0131n v\u0259 plan\u015fetl\u0259rin s\u00fcr\u0259tl\u0259 yay\u0131lmas\u0131 il\u0259 \u015f\u0259rtl\u0259nib. M\u00fcqayis\u0259 \u00fc\u00e7\u00fcn, h\u0259min d\u00f6vrd\u0259 stasionar da\u015f\u0131y\u0131c\u0131larda internet-reklam orta illik dinamikas\u0131 +8 faiz olmaqla \u00e7oxalacaq.\n<\/p>\n

\n 2013-c\u00fc ild\u0259 mobil reklama qlobal investisiyalar 13,4 mlrd. dollar t\u0259\u015fkil edibs\u0259 (pay\u0131 b\u00fct\u00fcnl\u00fckd\u0259 internet-reklam investisiyalar\u0131n\u0131n 12,9 faiz\u0259 v\u0259 b\u00fct\u00fcn medialar \u00fczr\u0259 reklam investisiyalar\u0131n\u0131n 2,7 faiz\u0259 b\u0259rab\u0259rdir), 2016-c\u0131 ilin proqnozlar\u0131na g\u00f6r\u0259 onlar\u0131n h\u0259cmi 45 mlrd. dollar (pay\u0131 \u0130nternet-reklam investisiyalar\u0131n\u0131n 28 faizi v\u0259 b\u00fct\u00fcn medialar \u00fczr\u0259 reklam investisiyalar\u0131n\u0131n 7,6 faiz) t\u0259\u015fkil ed\u0259c\u0259k. Bu, mobil reklam\u0131n radio, jurnal v\u0259 outdoor-u ke\u00e7m\u0259sin\u0259 v\u0259 reklam investisiyalar\u0131n\u0131n s\u0259viyy\u0259sin\u0259 g\u00f6r\u0259 d\u00fcnyada 4-c\u00fc olmas\u0131na imkan ver\u0259c\u0259k.\n<\/p>\n

\n
\n \u0130nki\u015faf etm\u0259kd\u0259 olan v\u0259 inki\u015faf etmi\u015f bazarlar
\n <\/b>\n<\/p>\n

\n \u0130nki\u015faf etm\u0259kd\u0259 olan bazarlar\u0131n dinamik \u015f\u0259kild\u0259 b\u00f6y\u00fcm\u0259sin\u0259 baxmayaraq, AB\u015e d\u00fcnya s\u0259viyy\u0259sind\u0259 yeni reklam investisiyalar\u0131 ax\u0131n\u0131n\u0131n \u0259n b\u00f6y\u00fck kontribyutoru olaraq qalmaqdad\u0131r \u2013 2013-2016-c\u0131 ill\u0259r \u0259rzind\u0259 illik yeni reklam dollarlar\u0131n\u0131n 26 faizi. AB\u015e-\u0131n ard\u0131nca g\u0259nc v\u0259 dinamik bazarlar \u2013 \u00c7in (yeni investisiyalar\u0131n 17 fiazi), Argentina v\u0259 \u0130ndoneziya (h\u0259r biri 7 faiz) g\u0259lir.\n<\/p>\n

\n D\u00fcnya reklam bazar\u0131n\u0131n inki\u015faf\u0131na \u0259n b\u00f6y\u00fck t\u00f6hf\u0259 ver\u0259n \u00f6lk\u0259l\u0259r onlu\u011funda on \u00f6lk\u0259d\u0259n yeddisi inki\u015faf etm\u0259kd\u0259 olan \u00f6lk\u0259l\u0259rdir. \u00dcmumilikd\u0259 onlar g\u0259l\u0259c\u0259k 3 ild\u0259 d\u00fcnya reklam\u0131n\u0131 b\u00fct\u00fcn yeni investisiyalar\u0131n 44%-i il\u0259 t\u0259min ed\u0259c\u0259k.\n<\/p>\n

\n Haz\u0131rda \u00c7in bazar\u0131n h\u0259cmin\u0259 g\u00f6r\u0259 \u00fc\u00e7\u00fcnc\u00fc reklam d\u00f6vl\u0259tidir (AB\u015e v\u0259 Yaponiyadan sonra). \u00c7in t\u0259dric\u0259n Asiyadak\u0131 qon\u015fusuna \u00e7at\u0131r v\u0259 ZenithOptimedia 2016-c\u0131 ild\u0259 onu ke\u00e7\u0259r\u0259k, d\u00fcnyada reklam bazar\u0131n\u0131n \u00f6l\u00e7\u00fcs\u00fcn\u0259 g\u00f6r\u0259 ikinci \u00f6lk\u0259 olaca\u011f\u0131n\u0131 proqnozla\u015fd\u0131r\u0131r. 2016-c\u0131 ild\u0259 Fransa bu siyah\u0131da s\u0259kkizinci yerd\u0259n onuncu yer\u0259, Kanada is\u0259 doqquzuncu yerd\u0259n on birinci yer\u0259 d\u00fc\u015f\u0259c\u0259k. \u0130lk onluqda onlar\u0131n yerini \u0130ndoneziya v\u0259 C\u0259nubi Koreya tutacaq.\n<\/p>\n

\n
\n \u018fn b\u00f6y\u00fck reklam bazarlar\u0131 (mln. dollar)
\n <\/b>\n<\/p>\n<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n
\n<\/td>\n\n

\n 2013\n <\/p>\n<\/td>\n

\n

\n Reklam x\u0259rcl\u0259ri\n <\/p>\n<\/td>\n

\n<\/td>\n\n

\n 2014\n <\/p>\n<\/td>\n

\n

\n Reklam x\u0259rcl\u0259ri\n <\/p>\n<\/td>\n<\/tr>\n

\n

\n 1\n <\/p>\n<\/td>\n

\n

\n AB\u015e\n <\/p>\n<\/td>\n

\n

\n 161 241\n <\/p>\n<\/td>\n

\n

\n 1\n <\/p>\n<\/td>\n

\n

\n AB\u015e\n <\/p>\n<\/td>\n

\n

\n 182 272\n <\/p>\n<\/td>\n<\/tr>\n

\n

\n 2\n <\/p>\n<\/td>\n

\n

\n Yaponiya\n <\/p>\n<\/td>\n

\n

\n 51 742\n <\/p>\n<\/td>\n

\n

\n 2\n <\/p>\n<\/td>\n

\n

\n Yaponiya\n <\/p>\n<\/td>\n

\n

\n 55 016\n <\/p>\n<\/td>\n<\/tr>\n

\n

\n 3\n <\/p>\n<\/td>\n

\n

\n \u00c7in\n <\/p>\n<\/td>\n

\n

\n 37 202\n <\/p>\n<\/td>\n

\n

\n 3\n <\/p>\n<\/td>\n

\n

\n \u00c7in\n <\/p>\n<\/td>\n

\n

\n 50 190\n <\/p>\n<\/td>\n<\/tr>\n

\n

\n 4\n <\/p>\n<\/td>\n

\n

\n Almaniya\n <\/p>\n<\/td>\n

\n

\n 23 433\n <\/p>\n<\/td>\n

\n

\n 4\n <\/p>\n<\/td>\n

\n

\n Almaniya\n <\/p>\n<\/td>\n

\n

\n 23 727\n <\/p>\n<\/td>\n<\/tr>\n

\n

\n 5\n <\/p>\n<\/td>\n

\n

\n B\u00f6y\u00fck Britaniya\n <\/p>\n<\/td>\n

\n

\n 19 375\n <\/p>\n<\/td>\n

\n

\n 5\n <\/p>\n<\/td>\n

\n

\n B\u00f6y\u00fck Britaniya\n <\/p>\n<\/td>\n

\n

\n 21 182\n <\/p>\n<\/td>\n<\/tr>\n

\n

\n 6\n <\/p>\n<\/td>\n

\n

\n Braziliya\n <\/p>\n<\/td>\n

\n

\n 15 298\n <\/p>\n<\/td>\n

\n

\n 6\n <\/p>\n<\/td>\n

\n

\n Braziliya\n <\/p>\n<\/td>\n

\n

\n 18 131\n <\/p>\n<\/td>\n<\/tr>\n

\n

\n 7\n <\/p>\n<\/td>\n

\n

\n Avstraliya\n <\/p>\n<\/td>\n

\n

\n 12 813\n <\/p>\n<\/td>\n

\n

\n 7\n <\/p>\n<\/td>\n

\n

\n C\u0259nubi Koreya\n <\/p>\n<\/td>\n

\n

\n 12917\n <\/p>\n<\/td>\n<\/tr>\n

\n

\n 8\n <\/p>\n<\/td>\n

\n

\n Fransa\n <\/p>\n<\/td>\n

\n

\n 12 490\n <\/p>\n<\/td>\n

\n

\n 8\n <\/p>\n<\/td>\n

\n

\n Avstraliya\n <\/p>\n<\/td>\n

\n

\n 13 715\n <\/p>\n<\/td>\n<\/tr>\n

\n

\n 9\n <\/p>\n<\/td>\n

\n

\n Kanada\n <\/p>\n<\/td>\n

\n

\n 11 454\n <\/p>\n<\/td>\n

\n

\n 9\n <\/p>\n<\/td>\n

\n

\n Rusiya\n <\/p>\n<\/td>\n

\n

\n 12 617\n <\/p>\n<\/td>\n<\/tr>\n

\n

\n 10\n <\/p>\n<\/td>\n

\n

\n C\u0259nubi Koreya\n <\/p>\n<\/td>\n

\n

\n 10 738\n <\/p>\n<\/td>\n

\n

\n 10\n <\/p>\n<\/td>\n

\n

\n Kanada\n <\/p>\n<\/td>\n

\n

\n 12 838\n <\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/p>\n

\n
\n Az\u0259rbaycan bazar\u0131
\n <\/b>\n<\/p>\n

\n V\u0259ziyy\u0259tin m\u00fcqayis\u0259li t\u0259hlili g\u00f6st\u0259rir ki, Az\u0259rbaycan, \u0259vv\u0259ll\u0259r d\u0259 oldu\u011fu kimi, median\u0131n v\u0259 onun reklam bazar\u0131n\u0131n inki\u015faf\u0131 \u00fczr\u0259 d\u00fcnya t\u0259may\u00fcl\u00fcnd\u0259n xeyli k\u0259narda qal\u0131r. H\u0259tta M\u0259tbuat \u015euras\u0131 reklam bazar\u0131n\u0131n iki d\u0259f\u0259 azald\u0131\u011f\u0131n\u0131 etiraf etm\u0259li idi. Televiziya birinci yeri \u00f6z\u00fcnd\u0259 saxlasa da, onda reklam bazar\u0131 2008-ci ild\u0259 102,5 mln. dollardan (80 mln. manat) 2013-c\u00fc ild\u0259 57,7 mln. dollara (45 mln. manat) q\u0259d\u0259r azal\u0131b. D\u00fcnyada internetd\u0259 reklam\u0131n artmas\u0131 fonunda Az\u0259rbaycanda 2012-ci il il\u0259 m\u00fcqayis\u0259d\u0259 \u00f6t\u0259n il bazar iki d\u0259f\u0259 azalaraq, 7,6 mln. dollardan (6 mln. manat) 3,8 mln. dollara (3 mln. manat) d\u00fc\u015f\u00fcb. M\u0259tbuatda reklam h\u0259cmi d\u0259 eyni v\u0259ziyy\u0259td\u0259dir. Bel\u0259likl\u0259, media reklam bazar\u0131n\u0131n \u00fcmumi h\u0259cmi t\u0259xmin\u0259n 65,4 mln. dollar (51 mln. manat) idi. D\u0259qiq m\u0259lumatlar yoxdur, bel\u0259 ki, b\u00fct\u00fcnl\u00fckd\u0259 \u00f6lk\u0259 iqtisadiyyat\u0131 kimi, mediareklam bazar\u0131 da \u201cbozdur\u201d.\n<\/p>\n

\n
\n Q\u0131z\u0131l 1%
\n <\/b>\n<\/p>\n

\n Az\u0259rbaycanda beyn\u0259lxalq reklam normas\u0131 v\u0259 \u00dcDM aras\u0131ndak\u0131 nisb\u0259tin uy\u011funsuzlu\u011fu da davam etm\u0259kd\u0259dir. Bu uy\u011funluq a\u015fa\u011f\u0131dak\u0131 d\u00fcsturla ifad\u0259 olunur: mediareklam bazar\u0131 \u00dcDM-in 1 faizni t\u0259\u015fkil etm\u0259lidir. M\u0259s\u0259l\u0259n, 2000-ci ild\u0259 d\u00fcnya b\u00f6hran\u0131 ba\u015flayark\u0259n d\u00fcnyada \u00dcDM 32,2 trln. dollara, reklam bazar\u0131n\u0131n h\u0259cmi is\u0259 327 mlrd. dollara \u00e7at\u0131rd\u0131. Sonradan istehlak b\u00f6hran\u0131 il\u0259 \u0259laq\u0259dar reklam bazar\u0131 azald\u0131\u011f\u0131 \u00fc\u00e7\u00fcn bu nisb\u0259t d\u0259 azalma\u011fa ba\u015flad\u0131. Bu nisb\u0259t sa\u011flam iqtisadiyyat\u0131n v\u0259 median\u0131n g\u00f6st\u0259ricil\u0259rind\u0259n biridir.\n<\/p>\n

\n Son 10 ild\u0259 \u00dcDM-in \u00fc\u00e7 d\u0259f\u0259d\u0259n \u00e7ox artmas\u0131na baxmayaraq, mediareklam bazar\u0131n\u0131n \u00dcDM-\u0259 nisb\u0259td\u0259 h\u0259cmi sabit olaraq 0,1 faiz h\u00fcdudunda d\u0259yi\u015fir. Bu, d\u00f6vl\u0259tin mediareklam bazar\u0131na n\u0259zar\u0259tinin m\u00fch\u00fcm g\u00f6st\u0259ricisidir.\n<\/p>\n

\n 2006-c\u0131 ild\u0259 Az\u0259rbaycan \u00dcDM-i 20 mlrd. dollara, onda reklam\u0131n pay\u0131 is\u0259 0,14 faiz\u0259 \u00e7at\u0131rd\u0131. 2013-c\u00fc ild\u0259 \u00dcDM 73 mlrd. dollar (57 mlrd. manat) oldu\u011fu zaman reklam bazar\u0131n\u0131n pay\u0131 64 mln. dollar v\u0259 ya \u00dcDM h\u0259cminin 0,09%-i h\u00fcdudunda d\u0259yi\u015firdi. 2012-ci ild\u0259 bu g\u00f6st\u0259rici t\u0259xmin\u0259n 0,11 faiz idi. Bu, o dem\u0259kdir ki, reklam bazar\u0131n\u0131n h\u0259cmi d\u00fcnya normas\u0131ndan az qala 10 d\u0259f\u0259 a\u015fa\u011f\u0131d\u0131r. Haz\u0131rda \u00dcDM 73 mlrd. dollar t\u0259\u015fkil etdiyi halda, reklam bazar\u0131n\u0131n h\u0259cmi t\u0259xmin\u0259n 730 mln. dollar olmal\u0131d\u0131r. Bu zaman t\u0259xmin\u0259n 350 mln. dollar \u00e7ap v\u0259 onlayn K\u0130V-l\u0259rin pay\u0131na d\u00fc\u015fm\u0259lidir. Demokratik d\u00f6vl\u0259tl\u0259rd\u0259 n\u00fcmun\u0259vi reklam h\u0259cmi nisb\u0259ti m\u0259hz bel\u0259 olub.\n<\/p>\n

\n
\n Mediareklam bazar\u0131n\u0131n t\u0259n\u0259zz\u00fcl\u00fcn\u00fcn s\u0259b\u0259bl\u0259ri
\n <\/b>\n<\/p>\n

\n Az\u0259rbaycanda bir \u00e7ox s\u0259b\u0259bl\u0259rd\u0259n mediareklam bazar\u0131 v\u0259 \u00dcDM-in nisb\u0259ti \u00fczr\u0259 beyn\u0259lxalq normaya nail olmaq m\u00fcm\u00fcn deyil. Buraya siyasi v\u0259 iqtisadi s\u0259b\u0259bl\u0259ri aid etm\u0259k olar.\n<\/p>\n

\n
\n Birincisi
\n <\/b>
\n , b\u00f6y\u00fck v\u0259 azad reklam bazar\u0131na malik olmaq informasiyan\u0131n idar\u0259 edilm\u0259sind\u0259 v\u0259 c\u0259miyy\u0259tin aldad\u0131lmas\u0131nda maraql\u0131 olan avtoritar rejim\u0259 s\u0259rf etmir, bel\u0259 ki, bu, maliyy\u0259 v\u0259 dem\u0259li h\u0259m d\u0259 siyasi c\u0259h\u0259td\u0259n m\u00fcst\u0259qil K\u0130V-l\u0259rin formala\u015fmas\u0131 t\u0259hl\u00fck\u0259si yarad\u0131r, \u00f6t\u0259n y\u00fczilliyin 90-c\u0131 ill\u0259rind\u0259 oldu\u011fu kimi.\n<\/p>\n

\n
\n \u0130kincisi,
\n <\/b>
\n enerjid\u0259n as\u0131l\u0131 olan iqtisadiyyat reklam\u0131n beyn\u0259lxalq standartlara q\u0259d\u0259r inki\u015faf\u0131na t\u0259kan verm\u0259k iqtidar\u0131nda deyil. Baxmayaraq ki, son 8 ild\u0259 \u00dcDM-d\u0259 enerji resurslar\u0131n\u0131n pay\u0131 67 faizd\u0259n 44 faiz\u0259 q\u0259d\u0259r azal\u0131b, iqtisadiyyat\u0131n neftd\u0259n as\u0131l\u0131l\u0131\u011f\u0131 y\u00fcks\u0259k olaraq qalmaqdad\u0131r. 2013-c\u00fc ild\u0259 24,4 mlrd. dollar (19,154 mlrd. manat) olaraq t\u0259sdiq edilmi\u015f d\u00f6vl\u0259t b\u00fcdc\u0259sinin t\u0259xmin\u0259n 59 faizi D\u00f6vl\u0259t Neft Fondunun transfertl\u0259ri hesab\u0131na formala\u015f\u0131r. Enerji resurslar\u0131n\u0131n sat\u0131\u015f\u0131ndan g\u0259l\u0259n birba\u015fa daxilolmalar buraya aid deyil. \u00dcmumilikd\u0259 d\u00f6vl\u0259t b\u00fcdc\u0259sinin neftd\u0259n as\u0131l\u0131l\u0131\u011f\u0131 3\/4-\u0259 \u00e7at\u0131r. Bu, qeyri-neft sektorunda c\u0259ml\u0259\u015fmi\u015f real reklam ver\u0259nl\u0259rin potensial\u0131n\u0131n a\u015fa\u011f\u0131 oldu\u011funu g\u00f6st\u0259rir. \u0130nki\u015faf etmi\u015f \u00f6lk\u0259l\u0259rd\u0259 m\u0259hz ki\u00e7ik v\u0259 orta biznes iqtisadiyyat\u0131n daya\u011f\u0131 v\u0259 reklam\u0131n h\u0259r\u0259k\u0259tverici q\u00fcvv\u0259si olur.\n<\/p>\n

\n
\n \u00dc\u00e7\u00fcnc\u00fcs\u00fc
\n <\/b>
\n , Az\u0259rbaycan avtoritar d\u00f6vl\u0259t kimi obyektiv s\u0259b\u0259bl\u0259rd\u0259n rejim \u00fc\u00e7\u00fcn t\u0259hl\u00fck\u0259 olan azad iqtisadiyyat\u0131n, azad ticar\u0259tin v\u0259 azad r\u0259qab\u0259tin inki\u015faf\u0131nda maraql\u0131 deyil. \u0130qtisadi azadl\u0131q m\u00fctl\u0259q \u015f\u0259xsiyy\u0259t azadl\u0131\u011f\u0131na, s\u00f6z azadl\u0131\u011f\u0131na v\u0259 n\u0259hay\u0259t, siyasi azadl\u0131\u011fa g\u0259tirib \u00e7\u0131xaracaq.\n<\/p>\n

\n
\n D\u00f6rd\u00fcnc\u00fcs\u00fc,
\n <\/b>
\n Az\u0259rbaycan\u0131n \u201cboz\u201d iqtisadiyyat\u0131 potensial reklam ver\u0259nl\u0259rin \u0259ks\u0259riyy\u0259tini vergi orqanlar\u0131n\u0131n h\u0259dsiz diqq\u0259tini \u00e7\u0259km\u0259m\u0259k \u00fc\u00e7\u00fcn \u00f6z biznesini m\u00fcmk\u00fcn q\u0259d\u0259r gizli rejimd\u0259, yar\u0131mleqal \u015f\u0259kild\u0259 h\u0259yata ke\u00e7irm\u0259y\u0259 m\u0259cbur edir.\n<\/p>\n

\n
\n Be\u015fincisi,
\n <\/b>
\n yuxar\u0131da qeyd edilmi\u015f s\u0259b\u0259bl\u0259rd\u0259n \u00f6lk\u0259d\u0259 reklam m\u0259d\u0259niyy\u0259ti, dem\u0259k olar ki, m\u0259hv edilib. H\u0259tta reklama ehiyac\u0131 olan biznes subyektl\u0259ri onun t\u0259sir g\u00fcc\u00fcnd\u0259n x\u0259b\u0259rsizdir v\u0259 onu art\u0131q y\u00fck hesab edir.\n<\/p>\n<\/p>\n

\n
\n M\u0259tbuat\u0131n q\u0259tli
\n <\/b>\n<\/p>\n

\n 2013-c\u00fc ild\u0259 m\u0259tbuat\u0131n q\u0259tli prosesi h\u0259lledici m\u0259rh\u0259l\u0259sin\u0259 q\u0259d\u0259m qoydu. H\u00f6kum\u0259t metropolitend\u0259 v\u0259 \u015f\u0259h\u0259rl\u0259rin k\u00fc\u00e7\u0259l\u0259rind\u0259 q\u0259zet sat\u0131\u015f\u0131n\u0131 qada\u011fan etm\u0259kl\u0259, \u00e7ap n\u0259\u015frl\u0259rin\u0259 n\u00f6vb\u0259ti z\u0259rb\u0259ni vurdu ki, bu da sat\u0131\u015flar\u0131n v\u0259 m\u00fcvafiq olaraq, tirajlar\u0131n iki \u2013 \u00fc\u00e7 d\u0259f\u0259 azalmas\u0131na s\u0259b\u0259b oldu. 1998-ci ild\u0259 ba\u015flam\u0131\u015f m\u00fcst\u0259qil v\u0259 m\u00fcxalif \u00e7ap K\u0130V-l\u0259rinin bo\u011fulmas\u0131 siyas\u0259ti bu g\u00fcn d\u0259 u\u011furla davam edir. Bu ill\u0259r \u0259rzind\u0259 c\u0259lb edilmi\u015f iqtisadi vasit\u0259l\u0259r kimi a\u015fa\u011f\u0131dak\u0131lar\u0131 qeyd etm\u0259k olar: \u00e7ap materiallar\u0131n\u0131n, m\u0259tb\u0259\u0259 xidm\u0259tl\u0259rinin, m\u0259tbuat yay\u0131m xidm\u0259tl\u0259rinin qiym\u0259tinin art\u0131r\u0131lmas\u0131, q\u0259zet k\u00f6\u015fkl\u0259ri, k\u00fc\u00e7\u0259 sat\u0131\u015f\u0131 sisteminin m\u0259hv edilm\u0259si, reklam yerl\u0259\u015fdirilm\u0259sinin qada\u011fan edilm\u0259si.\n<\/p>\n

\n Bu g\u00fcn q\u0259zetl\u0259r v\u0259 jurnallar maliyy\u0259 c\u0259h\u0259td\u0259n b\u00f6hran v\u0259ziyy\u0259tin\u0259 \u00e7atd\u0131r\u0131l\u0131b v\u0259 \u0259sas\u0259n yaln\u0131z h\u00f6kum\u0259t t\u0259r\u0259find\u0259n qeyri-qanuni v\u0259 qanuni yard\u0131mlar hesab\u0131na m\u00f6vcud ola bilirl\u0259r. Q\u0259zetl\u0259r p\u0259rak\u0259nd\u0259 olaraq \u0259sas\u0259n h\u0259r n\u00f6mr\u0259si onlarla, y\u00fczl\u0259rl\u0259 tirajla sat\u0131l\u0131r v\u0259 onlar\u0131n \u0259ks\u0259riyy\u0259tind\u0259 reklam olmur.\n<\/p>\n

\n Nisbi minimal g\u0259lirlilik \u00fc\u00e7\u00fcn g\u00fcnd\u0259lik sat\u0131\u015f he\u00e7 olmasa 3 min n\u00fcsx\u0259 t\u0259\u015fkil etm\u0259lidir. Bel\u0259 olan halda \u00e7ap v\u0259 yay\u0131m x\u0259rcl\u0259rini \u00e7\u0131xmaqla, g\u0259lir ayda 17 min dollar t\u0259\u015fkil ed\u0259c\u0259k. Bazarda az-\u00e7ox tan\u0131nan 40 \u00e7ap m\u0259tbuat\u0131ndan t\u0259k-t\u00fck q\u0259zetl\u0259r bu v\u0259 daha y\u00fcks\u0259k g\u00f6st\u0259ricil\u0259r\u0259 malikdir. 40 internet K\u0130V-i d\u0259 buraya \u0259lav\u0259 ets\u0259k, 80-\u0259 yax\u0131n K\u0130V al\u0131n\u0131r. Onlar\u0131n saxlanmas\u0131 \u00fc\u00e7\u00fcn ild\u0259 orta hesabla 15-20 mln. dollar t\u0259l\u0259b olunacaq. Amma qeyri-qanuni olaraq ild\u0259 y\u00fcz minl\u0259rl\u0259 dollardan milyonlarla dollara q\u0259d\u0259r v\u0259sait alan K\u0130V-l\u0259r var. Az\u0259rbaycan Respublikas\u0131 Prezidenti yan\u0131nda K\u00fctl\u0259vi \u0130nformasiya Vasit\u0259l\u0259rinin \u0130nki\u015faf\u0131na D\u00f6vl\u0259t D\u0259st\u0259yi Fondunun q\u0259zetl\u0259r\u0259 ild\u0259n-il\u0259 artan yard\u0131mlar\u0131n\u0131 da buraya \u0259lav\u0259 etm\u0259k laz\u0131md\u0131r. 2013-il \u00fc\u00e7\u00fcn Fond \u00e7ap K\u0130V-l\u0259rin\u0259 5 mln. dollardan \u00e7ox qrant ay\u0131r\u0131b. Prezidentin 31 iyul 2008-ci il tarixli f\u0259rman\u0131 il\u0259 K\u0130V-in iqtisadi, siyasi v\u0259 ticari azadl\u0131\u011f\u0131n\u0131n t\u0259min edilm\u0259si strategiyas\u0131n\u0131 i\u015fl\u0259yib haz\u0131rlamal\u0131 v\u0259 h\u0259yata ke\u00e7irm\u0259li olan Fond indiy\u0259d\u0259k bu sah\u0259d\u0259 h\u0259r-hans\u0131 proqram s\u0259n\u0259di t\u0259qdim etm\u0259yib. 2013-c\u00fc ild\u0259 Fondun \u0130dar\u0259 Hey\u0259ti \u00fczvl\u0259rinin t\u0259krar\u0259n se\u00e7ildiyini v\u0259 \u00f6lk\u0259 prezidenti t\u0259r\u0259find\u0259n t\u0259sdiq edildiyini n\u0259z\u0259r alsaq, bu o dem\u0259kdir ki, onun bu f\u0259aliyy\u0259ti \u0130lham \u018fliyevin tam \u00fcr\u0259yinc\u0259dir.\n<\/p>\n

\n
\n Proqnoz
\n <\/b>\n<\/p>\n

\n H\u0259l\u0259lik Az\u0259rbaycan\u0131n avtoritar siyasi-iqtisadi sisteminin yenid\u0259n qurulmas\u0131 haqq\u0131nda dan\u0131\u015fma\u011fa imkan ver\u0259n he\u00e7 bir q\u0259rar yoxdur. Bu is\u0259 K\u0130V-in d\u00f6vl\u0259td\u0259n as\u0131l\u0131l\u0131\u011f\u0131n\u0131n artmaqda davam ed\u0259c\u0259yi q\u0259na\u0259tin\u0259 g\u0259lm\u0259k \u00fc\u00e7\u00fcn \u0259sas verir. \u00d6t\u0259n il h\u00f6kum\u0259t ilk d\u0259f\u0259 a\u00e7\u0131q-a\u015fkar elan etdi ki, jurnalistl\u0259r\u0259 m\u0259nzil t\u0259klif etm\u0259kl\u0259, onlar\u0131n loyall\u0131\u011f\u0131n\u0131 \u0259ld\u0259 edir. \u00dcmumi sah\u0259si 15 min kv m v\u0259 d\u0259y\u0259ri 22,4 mln. manat olan 16 m\u0259rt\u0259b\u0259li ev tikilib (1,2,3 otaql\u0131 154 m\u0259nzil). Y\u0259ni h\u0259r kvadrat metr x\u0259zin\u0259y\u0259 1500 manata ba\u015fa g\u0259lib ki, bu da maya d\u0259y\u0259rind\u0259n 4 d\u0259f\u0259 \u00e7oxdur. Pulsuz m\u0259nzil u\u011frunda amans\u0131z m\u00fcbariz\u0259y\u0259 c\u0259lb edilmi\u015f \u201cjurnalistl\u0259r\u201d bu misli g\u00f6r\u00fcnm\u0259mi\u015f korrupsiya fakt\u0131n\u0131 g\u00f6rm\u0259zd\u0259n g\u0259lm\u0259yi \u00fcst\u00fcn tutublar. N\u00f6vb\u0259ti Jurnalistl\u0259r Evinin tikintisi s\u00fcr\u0259tl\u0259 davam edir, bu ev m\u0259tbuat\u0131n 140 illiyin\u0259 t\u0259hvil veril\u0259c\u0259k.\n<\/p>\n

\n
\n N\u0259tic\u0259l\u0259r
\n <\/b>\n<\/p>\n

\n Bel\u0259likl\u0259, 15 il \u0259rzind\u0259 K\u0130V-d\u0259 iqtisadi b\u00f6hran yaradan v\u0259 onu d\u0259rinl\u0259\u015fdir\u0259n h\u00f6kum\u0259t son n\u0259tic\u0259d\u0259 milli m\u0259tbuat\u0131 \u201cyard\u0131m iyn\u0259si \u00fcst\u00fcnd\u0259 oturtma\u011fa\u201d m\u00fcv\u0259ff\u0259q oldu. Bunu 2013-c\u00fc ild\u0259 rejimin m\u0259tbuat azadl\u0131\u011f\u0131 \u00fcz\u0259rind\u0259 \u0259n m\u00fch\u00fcm q\u0259l\u0259b\u0259si v\u0259 azad m\u0259tbuat\u0131 itir\u0259n c\u0259miyy\u0259tin m\u0259\u011flubiyy\u0259ti adland\u0131rmaq olar.\n<\/p>\n

\n
\n *H\u00f6kum\u0259t dedikd\u0259 hakimiyy\u0259t, rejim n\u0259z\u0259rd\u0259 tutulur.
\n <\/i>\n<\/p><\/p>\n","protected":false},"excerpt":{"rendered":"

Az\u0259rbaycan: Mediareklam bazar\u0131n\u0131n k\u00fcnc-buca\u011f\u0131nda<\/p>\n","protected":false},"author":11,"featured_media":11872,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_sitemap_exclude":false,"_sitemap_priority":"","_sitemap_frequency":"","footnotes":""},"categories":[56],"tags":[],"class_list":["post-164659","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-xeberler","infinite-scroll-item","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33","no-featured-image-padding"],"acf":[],"yoast_head":"\nM\u0259tbuat\u0131n q\u0259tli - MEYDAN.TV<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.meydan.tv\/az\/article\/metbuatin-qetli\/\" \/>\n<meta property=\"og:locale\" content=\"az_AZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"M\u0259tbuat\u0131n q\u0259tli - 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