{"id":212034,"date":"2021-07-17T13:24:21","date_gmt":"2021-07-17T13:24:21","guid":{"rendered":"https:\/\/www.meydan.tv\/article\/metbuat-oldu-yasasin-media\/"},"modified":"2021-07-17T13:24:21","modified_gmt":"2021-07-17T13:24:21","slug":"metbuat-oldu-yasasin-media","status":"publish","type":"post","link":"https:\/\/www.meydan.tv\/az\/article\/metbuat-oldu-yasasin-media\/","title":{"rendered":"M\u0259tbuat \u00f6ld\u00fc! Ya\u015fas\u0131n Media!"},"content":{"rendered":"

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\n 1998-ci ild\u0259 ba\u015flam\u0131\u015f m\u00fcst\u0259qil v\u0259 m\u00fcxalif m\u0259tbu K\u0130V-l\u0259rin bo\u011fulmas\u0131 siyas\u0259ti onlar\u0131n \u00f6l\u00fcm\u00fc il\u0259 n\u0259tic\u0259l\u0259nib
\n <\/i>\n<\/p>\n

\n \u0130yulun 22-d\u0259 Nekrasovun t\u0259birinc\u0259, \u201cm\u00fcdrik, xeyirxah, \u0259b\u0259di i\u015f" g\u00f6rm\u0259k ist\u0259y\u0259n maarif\u00e7i H\u0259s\u0259n b\u0259y Z\u0259rdabinin t\u0259sis etdiyi "\u018fkin\u00e7i" q\u0259zetinin 146-c\u0131 ild\u00f6n\u00fcm\u00fc tamam olur. Ancaq bu i\u015f al\u0131nmad\u0131. M\u0259tbuat indiki ild\u00f6n\u00fcm\u00fcn\u00fc mat\u0259m \u0259hval-ruhiyy\u0259sind\u0259 qar\u015f\u0131lay\u0131r -tirajlar \u00f6ld\u00fc, reklam yoxdur, ya\u015famaq \u00fc\u00e7\u00fcn v\u0259sait yoxdur.\n<\/p>\n

\n ***\n<\/p>\n

\n Az\u0259rbaycan D\u00f6vl\u0259t Statistika Komit\u0259si 2020-ci ild\u0259 K\u0130V-in reklamdan \u0259ld\u0259 etdiyi g\u0259lirl\u0259ri a\u00e7\u0131qlay\u0131b.\n<\/p>\n

\n 2019-cu ild\u0259 oldu\u011fu kimi, 2020-ci il \u00fc\u00e7\u00fcn hesabat da el\u0259 t\u0259rtib edilib ki, \u00e7ap, onlayn K\u0130V \u00fczr\u0259 reklam\u0131n h\u0259cmini m\u00fc\u0259yy\u0259n etm\u0259k \u00e7\u0259tindir. Televiziya v\u0259 radio tele-radio qrafas\u0131nda, telekommunikasiya vasit\u0259l\u0259ri is\u0259 po\u00e7t k\u00f6\u00e7\u00fcrm\u0259l\u0259ri, d\u00f6vri m\u0259tbuat yaz\u0131l\u0131 bildiri\u015fl\u0259r, \u00e7ap v\u0259 audiovizual m\u0259hsullarla birl\u0259\u015fdirilib.\n<\/p>\n

\n Bu yana\u015fma K\u0130V-in h\u0259r bir sah\u0259sinin v\u0259ziyy\u0259tini t\u0259hlil etm\u0259y\u0259 imkan vermir. D\u00f6vl\u0259t Statistika Komit\u0259sinin f\u0259aliyy\u0259ti faktiki olaraq Az\u0259rbaycan\u0131n media reklam bazar\u0131n\u0131n \u0259sl v\u0259ziyy\u0259ti haqq\u0131nda m\u0259nz\u0259r\u0259nin \u00fcst\u00fcn\u00fc \u00f6rt\u00fcr v\u0259 bu v\u0259ziyy\u0259t 20 ild\u0259n \u00e7oxdur ki, sabit a\u011f\u0131r olaraq qal\u0131r.\n<\/p>\n

\n 2020-ci ild\u0259 k\u00fctl\u0259vi informasiya vasit\u0259l\u0259ri reklam yay\u0131m\u0131ndan 11 milyon 843,4 min manat (6,966 milyon AB\u015e dollar\u0131) \u0259ld\u0259 edib. \u018fvv\u0259lki ill\u0259 m\u00fcqayis\u0259d\u0259 g\u0259lirl\u0259r 21,9 faiz art\u0131b.\n<\/p>\n

\n Reklamdan \u0259n \u00e7ox televiziya v\u0259 radio \u015firk\u0259tl\u0259ri qazan\u0131rlar \u2013 10,538 milyon manat. \u00d6t\u0259n il onlar\u0131n g\u0259lirl\u0259ri 37 faiz art\u0131b. \u00dcmumilikd\u0259, tele-radionun pay\u0131na K\u0130V-in reklam c\u00fczdan\u0131n\u0131n t\u0259xmin\u0259n 89 faizi d\u00fc\u015f\u00fcr.\n<\/p>\n

\n Yuxar\u0131da qeyd edildiyi kimi, 2019-cu ild\u0259n D\u00f6vl\u0259t Statistika Komit\u0259si d\u00f6vri m\u0259tbuat\u0131n reklam g\u0259lirl\u0259rinin statistikas\u0131na yenid\u0259n bax\u0131b. Bu kateqoriyaya m\u00fcxt\u0259lif bildiri\u015fl\u0259rd\u0259, \u00e7ap v\u0259 audiovizual m\u0259hsullarda reklam f\u0259aliyy\u0259tind\u0259n \u0259ld\u0259 edil\u0259n g\u0259lirl\u0259r daxildir. Bel\u0259likl\u0259, bu kateqoriyadan olan reklam yay\u0131m\u00e7\u0131lar\u0131 1 milyon 23,6 min manat (602 min dollar) \u0259ld\u0259 edibl\u0259r. Q\u0259zet v\u0259 jurnallar\u0131n n\u0259 q\u0259d\u0259r g\u00f6t\u00fcrd\u00fckl\u0259ri m\u0259lum deyil. 2018-ci ild\u0259 \u00e7ap K\u0130V qrafas\u0131nda 1 min manat reklam pulu qeyd edilib.\n<\/p>\n

\n Telekommunikasiya v\u0259 po\u00e7t g\u00f6nd\u0259ri\u015fl\u0259ri vasit\u0259sil\u0259 reklam yay\u0131m\u00e7\u0131lar\u0131 281,6 min manat v\u0259sait \u0259ld\u0259 edibl\u0259r ki, bu da 2019-cu ild\u0259 oldu\u011fundan 4 d\u0259f\u0259 azd\u0131r.\n<\/p>\n

\n \u00dcmumilikd\u0259, 2020-ci ild\u0259 reklam g\u0259lirl\u0259ri strukturunda K\u0130V-in x\u00fcsusi \u00e7\u0259kisi 15,6 faiz t\u0259\u015fkil edib. \u00d6lk\u0259 \u00fczr\u0259 reklam f\u0259aliyy\u0259tind\u0259n \u0259ld\u0259 olunan g\u0259lirl\u0259r 4,4 faiz artaraq 75,6 milyon manat t\u0259\u015fkil edib.\n<\/p>\n

\n H\u0259tta media reklam bazar\u0131n\u0131n h\u0259cminin bu q\u0259d\u0259r qaranl\u0131q \u015f\u0259kild\u0259 konstatasiyas\u0131 hal\u0131nda bel\u0259, g\u00f6r\u00fcn\u00fcr ki, v\u0259ziyy\u0259t he\u00e7 d\u0259 yax\u015f\u0131la\u015fmay\u0131b v\u0259 f\u0259lak\u0259tli olaraq qal\u0131r.\n<\/p>\n

\n \u00dcmumi daxili m\u0259hsulda media reklam\u0131n\u0131n g\u00f6r\u00fcnm\u0259mi\u015f a\u015fa\u011f\u0131 pay\u0131 2020-ci ild\u0259 Az\u0259rbaycanda \u00fcmumi daxili m\u0259hsul 72,4 milyard manat (42,6 milyard dollar) t\u0259\u015fkil edib.\n<\/p>\n

\n \u00dcDM-d\u0259 media reklam\u0131n\u0131n pay\u0131 \u00dcDM-in 0.016 faiz (beyn\u0259lxalq normada 1 faiz) t\u0259\u015fkil edib. M\u0259s\u0259l\u0259n, AB\u015e-da o, \u00dcDM-in 1,05 faizinini (media reklam\u0131 214,6 milyard dollar, \u00dcDM 20,937 trilyon dollar), Rusiyada \u00dcDM-in 0,5 faizini (mediareklam 6 milyard dollar, \u00dcDM 1,483 trilyon dollar) t\u0259\u015fkil edib.\n<\/p>\n

\n Reklamdan adamba\u015f\u0131na g\u0259lir 0,013 manat (0,0076 dollar), AB\u015e-da 653 dollar, Rusiyada 46 dollar t\u0259\u015fkil edib.\n<\/p>\n

\n \u0130deal olaraq, yerli media reklam bazar\u0131 11,8 milyon manat yox, 724 milyon manat (Amerika standart\u0131) v\u0259 ya he\u00e7 olmasa 350 milyon manat (Rusiya standart\u0131) t\u0259\u015fkil etm\u0259liydi.\n<\/p>\n

\n \u018fsrin \u0259vv\u0259lind\u0259n 2015-ci il\u0259 q\u0259d\u0259r Az\u0259rbaycanda mediareklam bazar\u0131n\u0131n \u00dcDM-\u0259 nisb\u0259td\u0259 h\u0259cmi 0,1 civar\u0131nda sabit olub, neft g\u0259lirl\u0259rinin artmas\u0131 il\u0259 t\u0259min olunmu\u015f 10 qatdan \u00e7ox \u00dcDM art\u0131m\u0131na baxmayaraq. Bu c\u00fcr sabit nisb\u0259t mediareklam bazar\u0131na d\u00f6vl\u0259t n\u0259zar\u0259ti v\u0259 idar\u0259 edilm\u0259sinin m\u00fch\u00fcm s\u00fcbutudur.\n<\/p>\n

\n
\n Mediareklam bazar\u0131n\u0131n deqradasiyas\u0131n\u0131n s\u0259b\u0259bl\u0259ri
\n <\/b>\n<\/p>\n

\n Az\u0259rbaycanda mediareklam bazar\u0131n\u0131n h\u0259cminin v\u0259 \u00dcDM-in beyn\u0259lxalq uy\u011funluq normas\u0131na nail olmaq bir s\u0131ra s\u0259b\u0259bl\u0259rd\u0259n – h\u0259m iqtisadi, h\u0259m d\u0259 siyasi s\u0259b\u0259bl\u0259rd\u0259n m\u00fcmk\u00fcn deyil.\n<\/p>\n

\n Birincisi, c\u0259miyy\u0259tin informasiya idar\u0259\u00e7iliyind\u0259 v\u0259 dezorientasiyas\u0131nda maraql\u0131 olan hakimiyy\u0259tl\u0259r\u0259 b\u00f6y\u00fck v\u0259 azad reklam bazar\u0131na malik olmaq s\u0259rf\u0259li deyil, \u00e7\u00fcnki bu, \u00f6t\u0259n y\u00fczilliyin 90-c\u0131 ill\u0259rind\u0259 oldu\u011fu kimi, maliyy\u0259 c\u0259h\u0259td\u0259n v\u0259 dem\u0259li, siyasi c\u0259h\u0259td\u0259n m\u00fcst\u0259qil K\u0130V-l\u0259rin formala\u015fmas\u0131 il\u0259 h\u0259d\u0259l\u0259yir.\n<\/p>\n

\n \u0130kincisi, enerjid\u0259n as\u0131l\u0131 iqtisadiyyat reklam\u0131n inki\u015faf\u0131n\u0131 beyn\u0259lxalq standartlara q\u0259d\u0259r stimulla\u015fd\u0131rmaq iqtidar\u0131nda deyil. Enerji resurslar\u0131n\u0131n \u00dcDM-d\u0259 pay\u0131 2005-ci ild\u0259n 2020-ci il\u0259 q\u0259d\u0259r c\u0259mi 67 faizd\u0259n 40 faiz\u0259d\u0259k azal\u0131b v\u0259 iqtisadiyyat\u0131n neftd\u0259n as\u0131l\u0131l\u0131\u011f\u0131 y\u00fcks\u0259k olaraq qal\u0131r. \u0130xrac strukturunda 87 faiz enerji resurslar\u0131n\u0131n pay\u0131na d\u00fc\u015f\u00fcr. 2021-ci ild\u0259 Az\u0259rbaycan\u0131n d\u00f6vl\u0259t b\u00fcdc\u0259sinin g\u0259lirl\u0259ri 24,327 milyard manat (14,3 milyard t\u0259\u015fkil) t\u0259\u015fkil ed\u0259c\u0259k. Bununla yana\u015f\u0131, 13,95 milyard manat (8,2 milyard dollar) v\u0259 ya 57,3 faizi neft sektoru t\u0259dar\u00fck ed\u0259c\u0259k. Bu m\u0259bl\u0259\u011fin \u0259n b\u00f6y\u00fck pay\u0131 – 12,2 milyard manat (7,2 milyard dollar) v\u0259 ya 87,5 faizi Az\u0259rbaycan D\u00f6vl\u0259t Neft Fondundan transfertl\u0259r t\u0259\u015fkil ed\u0259c\u0259k.\n<\/p>\n

\n Bu, qeyri-neft sektorunda c\u0259ml\u0259nmi\u015f real reklamver\u0259nl\u0259rin a\u015fa\u011f\u0131 potensial\u0131ndan x\u0259b\u0259r verir. Reklam\u0131n \u0259sas t\u0259dar\u00fck\u00e7\u00fcs\u00fc ki\u00e7ik v\u0259 orta biznes \u00dcDM-in 10 faiz\u0259 q\u0259d\u0259rini tutur, halbuki inki\u015faf etmi\u015f \u00f6lk\u0259l\u0259rd\u0259 onlar\u0131n pay\u0131 70 faiz\u0259 q\u0259d\u0259rdir, b\u0259zil\u0259rind\u0259 h\u0259tta 90 faiz\u0259 q\u0259d\u0259r t\u0259\u015fkil edir. \u0130nki\u015faf etmi\u015f \u00f6lk\u0259l\u0259rd\u0259 m\u0259hz ki\u00e7ik v\u0259 orta biznes iqtisadiyyat\u0131n s\u00fctunu v\u0259 reklam\u0131n h\u0259r\u0259k\u0259tverici q\u00fcvv\u0259si kimi \u00e7\u0131x\u0131\u015f edir.\n<\/p>\n

\n \u00dc\u00e7\u00fcnc\u00fc, avtoritar d\u00f6vl\u0259t kimi Az\u0259rbaycan azad iqtisadiyyat\u0131n, azad ticar\u0259tin v\u0259 azad r\u0259qab\u0259tin inki\u015faf\u0131nda maraql\u0131 deyil ki, bu da obyektiv s\u0259b\u0259bl\u0259rd\u0259n rejim\u0259 t\u0259hl\u00fck\u0259 say\u0131l\u0131r. \u0130qtisadi azadl\u0131q qa\u00e7\u0131lmaz olaraq \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\u0131xar\u0131r. T\u0259sad\u00fcfi deyil ki, Az\u0259rbaycanda K\u0130V-in m\u00fcst\u0259qilliyin\u0259 x\u0259l\u0259l g\u0259tirilm\u0259si onun iqtisadi \u0259saslar\u0131n\u0131n, iqtisadi yet\u0259rliliyinin sars\u0131d\u0131lmas\u0131 il\u0259 ba\u015flay\u0131b.\n<\/p>\n

\n D\u00f6rd\u00fcnc\u00fc, Az\u0259rbaycan\u0131n "boz" iqtisadiyyat\u0131 potensial reklamver\u0259nl\u0259rin \u0259ks\u0259riyy\u0259tini fiskal orqanlar\u0131n h\u0259ddind\u0259n art\u0131q diqq\u0259tini c\u0259lb etm\u0259m\u0259k \u00fc\u00e7\u00fcn \u00f6z biznesini m\u00fcmk\u00fcn q\u0259d\u0259r qapal\u0131 rejimd\u0259, yar\u0131mleqal v\u0259ziyy\u0259td\u0259 aparma\u011fa m\u0259cbur edir.\n<\/p>\n

\n Be\u015finci, yuxar\u0131da g\u00f6st\u0259ril\u0259n s\u0259b\u0259bl\u0259rd\u0259n \u00f6lk\u0259d\u0259 reklam m\u0259d\u0259niyy\u0259ti praktiki olaraq m\u0259hv edilib. H\u0259tta onlara ehtiyac\u0131 olan biznes subyektl\u0259ri onun t\u0259sir g\u00fcc\u00fcn\u00fc bilmirl\u0259r v\u0259 onu y\u00fck hesab edirl\u0259r.\n<\/p>\n

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

\n 2020-ci ild\u0259 m\u0259tbuat\u0131n q\u0259tli prosesi yekun m\u0259rh\u0259l\u0259y\u0259 daxil olub. 1998-ci ild\u0259 ba\u015flam\u0131\u015f m\u00fcst\u0259qil v\u0259 m\u00fcxalif m\u0259tbu K\u0130V-l\u0259rin bo\u011fulmas\u0131 siyas\u0259ti onlar\u0131n \u00f6l\u00fcm\u00fc il\u0259 n\u0259tic\u0259l\u0259nib. Bu g\u00fcn q\u0259zetl\u0259r v\u0259 jurnallar kritik maliyy\u0259 v\u0259ziyy\u0259tin\u0259 g\u0259tirilib v\u0259 \u0259sas\u0259n yaln\u0131z h\u00f6kum\u0259t t\u0259r\u0259find\u0259n qeyri-leqal v\u0259 leqal dotasiyalar hesab\u0131na m\u00f6vcud ola bil\u0259r. \u018fsas\u0259n q\u0259zetl\u0259rin \u0259ks\u0259riyy\u0259ti p\u0259rak\u0259nd\u0259 halda h\u0259r n\u00f6mr\u0259d\u0259n onlarla, b\u0259z\u0259n y\u00fczl\u0259rl\u0259 az tirajla sat\u0131l\u0131r v\u0259 onlar\u0131n \u0259ks\u0259riyy\u0259tinin reklam\u0131 yoxdur. Bu ill\u0259r \u0259rzind\u0259 \u00e7ap K\u0130V-in m\u0259hv edilm\u0259si \u00fc\u00e7\u00fcn istifad\u0259 olunan iqtisadi vasit\u0259l\u0259r aras\u0131nda \u00e7ap materiallar\u0131n\u0131n, n\u0259\u015friyyat xidm\u0259tl\u0259rinin, m\u0259tbuat yay\u0131m\u0131 xidm\u0259tinin qiym\u0259tinin art\u0131r\u0131lmas\u0131n\u0131, q\u0259zet k\u00f6\u015fkl\u0259ri, k\u00fc\u00e7\u0259 sat\u0131\u015f\u0131 sisteminin m\u0259hv edilm\u0259sini, reklam yerl\u0259\u015fdirilm\u0259sinin qada\u011fan edilm\u0259sini g\u00f6st\u0259rm\u0259k olar.\n<\/p>\n

\n Median\u0131n inki\u015faf\u0131 Agentliyind\u0259n \u201cTuran\u201da bildiribl\u0259r ki, \u00e7ap K\u0130V-l\u0259rin elektron formata ke\u00e7irilm\u0259si \u00fc\u00e7\u00fcn platforma haz\u0131rlan\u0131r. Bu il agentlik sonuncu d\u0259f\u0259 \u00e7ap n\u0259\u015frl\u0259r\u0259 yard\u0131m ay\u0131r\u0131r.\n<\/p>\n

\n
\n N\u0259tic\u0259
\n <\/b>\n<\/p>\n

\n Bel\u0259likl\u0259, dey\u0259 bil\u0259rik ki, 2020-ci ild\u0259 K\u0130V-in iqtisadi bo\u011fulmas\u0131 davam edib. Eyni zamanda, hakimiyy\u0259t median\u0131n qeyri-leqal maliyy\u0259l\u0259\u015fdirilm\u0259si t\u0259cr\u00fcb\u0259sini davam etdirib. Bu tezis onunla \u0259sasland\u0131r\u0131l\u0131r ki, 12 milyon manatl\u0131q reklam il\u0259 onlarla TV, radio, y\u00fczl\u0259rl\u0259 onlayn media v\u0259 \u00e7ap K\u0130V-l\u0259ri saxlamaq m\u00fcmk\u00fcn deyil.\n<\/p>\n

\n Hakimiyy\u0259tin ifad\u0259 azadl\u0131\u011f\u0131n\u0131 m\u0259hdudla\u015fd\u0131ran media haqq\u0131nda qanunun q\u0259bul edilm\u0259si istiqam\u0259tind\u0259 gizli c\u0259hdl\u0259rini n\u0259z\u0259r\u0259 alsaq, bel\u0259 q\u0259na\u0259t\u0259 g\u0259lm\u0259k olar ki, K\u0130V-in iqtisadi v\u0259ziyy\u0259tinin leqal \u015f\u0259kild\u0259 yax\u015f\u0131la\u015faca\u011f\u0131 g\u00f6zl\u0259nilmir.\n<\/p>\n

\n
\n Yoxsulluqdan nec\u0259 qurtulmal\u0131
\n <\/b>\n<\/p>\n

\n K\u0130V-in iqtisadi v\u0259ziyy\u0259tini q\u0131sa m\u00fcdd\u0259td\u0259 d\u00f6vl\u0259tin d\u0259st\u0259yil\u0259 yax\u015f\u0131la\u015fd\u0131rmaq m\u00fcmk\u00fcnd\u00fcr, lakin K\u00fctl\u0259vi \u0130nformasiya Vasit\u0259l\u0259rinin \u0130nki\u015faf\u0131na D\u00f6vl\u0259t D\u0259st\u0259yi Fondunun etdiyi v\u0259 Median\u0131n \u0130nki\u015faf\u0131 Agentliyinin davam etdirdiyi formada yox. 2009-cu ild\u0259 t\u0259tbiq olunma\u011fa ba\u015flayandan t\u0259nqid etdiyim maliyy\u0259 yard\u0131m\u0131n\u0131n t\u0259qdim edilm\u0259si sistemi z\u0259r\u0259rli oldu v\u0259 \u00e7ap K\u0130V-in deqradasiyas\u0131n\u0131 v\u0259 m\u0259hvini s\u00fcr\u0259tl\u0259ndirdi. \u018fg\u0259r onlayn mediaya m\u00fcnasib\u0259td\u0259 d\u0259 bel\u0259 praktika davam ed\u0259rs\u0259, onlar\u0131n da aqib\u0259ti eyni olacaq. K\u0130V-in iqtisadi c\u0259h\u0259td\u0259n m\u00f6hk\u0259ml\u0259nm\u0259sin\u0259, median\u0131n m\u0259n\u0259vi-pe\u015f\u0259 bax\u0131m\u0131ndan sa\u011flamla\u015fd\u0131r\u0131lmas\u0131na g\u0259tirib \u00e7\u0131xaracaq, iqtisadiyyat\u0131n v\u0259 ictimai-siyasi m\u00fcnasib\u0259tl\u0259rin keyfiyy\u0259tinin y\u00fcks\u0259ldilm\u0259si \u00fc\u00e7\u00fcn K\u0130V-l\u0259 d\u00f6vl\u0259tin qar\u015f\u0131l\u0131ql\u0131 f\u0259aliyy\u0259tini t\u0259min ed\u0259c\u0259k, K\u0130V v\u0259 QHT-l\u0259rin qar\u015f\u0131l\u0131ql\u0131 f\u0259aliyy\u0259tini g\u00fccl\u0259ndir\u0259c\u0259k dig\u0259r yana\u015fma laz\u0131md\u0131r ki, bu da v\u0259t\u0259nda\u015f sektorunun rolunun v\u0259 onun layih\u0259l\u0259rinin effektivliyinin artmas\u0131na s\u0259b\u0259b olacaq.\n<\/p>\n

\n S\u00f6hb\u0259t reklam media bazar\u0131n\u0131n reanimasiyas\u0131ndan gedir.\n<\/p>\n

\n
\n Reanimasiya yollar\u0131:
\n <\/b>\n<\/p>\n

\n
\n 1.\u0130ctimai reklam
\n <\/i>\n<\/p>\n

    \n
  1. \n
    \n D\u00f6vl\u0259t reklam\u0131
    \n <\/i>\n <\/li>\n
  2. \n
    \n Kommersiya strukturlar\u0131n\u0131n m\u0259cburi reklam\u0131
    \n <\/i>\n <\/li>\n
  3. \n
    \n QHT layih\u0259l\u0259rin\u0259 informasiya d\u0259st\u0259yi
    \n <\/i>\n <\/li>\n<\/ol>\n

    \n \u0130ctimai (sosial) reklam bu v\u0259 ya dig\u0259r sah\u0259l\u0259rd\u0259 neqativ hallar\u0131n aradan qald\u0131r\u0131lmas\u0131 istiqam\u0259tind\u0259 \u0259traf m\u00fchit v\u0259 c\u0259miyy\u0259tin davran\u0131\u015f\u0131n\u0131n d\u0259yi\u015fm\u0259sin\u0259, v\u0259ziyy\u0259tin v\u0259 \u015f\u0259xsiyy\u0259tin sa\u011flamla\u015fd\u0131r\u0131lmas\u0131na y\u00f6n\u0259lmi\u015f qeyri-kommersiya reklam\u0131n\u0131n m\u00fch\u00fcm n\u00f6v\u00fcd\u00fcr. \u0130nki\u015faf etm\u0259kd\u0259 olan yeni d\u00f6vl\u0259t v\u0259 mill\u0259t kimi Az\u0259rbaycan \u015f\u0259raitind\u0259 ictimai \u00f6yr\u0259dici formala\u015fd\u0131r\u0131c\u0131, h\u0259mr\u0259yl\u0259\u015fdirici xarakter da\u015f\u0131mal\u0131d\u0131r. Onun media vasit\u0259sil\u0259 geni\u015f v\u0259 sistemli t\u0259tbiqi daxili quruculuq prosesl\u0259rini g\u00fccl\u0259ndir\u0259c\u0259k, d\u00f6vl\u0259t v\u0259 c\u0259miyy\u0259tin m\u0259qs\u0259d v\u0259 v\u0259zif\u0259l\u0259rinin h\u0259yata ke\u00e7irilm\u0259sinin s\u0259m\u0259r\u0259liliyini k\u0259skin \u015f\u0259kild\u0259 art\u0131racaq.\n<\/p>\n

    \n V\u0259 ictimai, d\u00f6vl\u0259t v\u0259 kommersiya reklam\u0131na v\u0259saitin ayr\u0131lmas\u0131na d\u00f6vl\u0259t t\u0259r\u0259find\u0259n mesenantl\u0131q kimi bax\u0131lmamal\u0131d\u0131r. Reklama yat\u0131r\u0131lan h\u0259r bir dollar 2 v\u0259 ya daha \u00e7ox dollar m\u0259bl\u0259\u011find\u0259 g\u0259lir g\u0259tirir.\n<\/p>\n

    \n M\u0259s\u0259l\u0259n, 2004-c\u00fc ild\u0259 Az\u0259rbaycanda sosial reklam elementl\u0259ril\u0259 t\u0259\u015f\u0259bb\u00fcs g\u00f6st\u0259rdiyim qaz say\u011faclar\u0131n\u0131n t\u0259tbiqi \u00fczr\u0259 ictimai kampaniya bu ideyan\u0131n d\u00f6vl\u0259t t\u0259r\u0259find\u0259n ger\u00e7\u0259kl\u0259\u015fdirilm\u0259sin\u0259 v\u0259 \u0259halinin qaz istehlak\u0131 \u00fczr\u0259 g\u00f6st\u0259ricil\u0259rinin \u00fc\u00e7 d\u0259f\u0259 azalmas\u0131na s\u0259b\u0259b oldu. \u0130ctimai t\u0259\u015fkilatlar\u0131n h\u0259yat ke\u00e7irdiyi v\u0259 K\u0130V-l\u0259rin d\u0259st\u0259kl\u0259diyi i\u015f y\u00fcz milyonlarla dollarl\u0131q effekt verdi v\u0259 sosial problemi aradan qald\u0131rd\u0131.\n<\/p>\n

    \n A\u015fa\u011f\u0131dak\u0131 v\u0259saitin ayr\u0131lmas\u0131n\u0131 t\u0259klif edir\u0259m:\n<\/p>\n

    \n
    \n – ictimai mediareklama 100 milyon manat, bu, sa\u011flam h\u0259yat t\u0259rzini, t\u0259miz \u0259traf m\u00fchiti v\u0259 sair t\u0259bli\u011f ed\u0259c\u0259k K\u0130V-l\u0259r\u0259 y\u00f6n\u0259ldil\u0259c\u0259k.
    \n <\/i>\n<\/p>\n

    \n
    \n – d\u00f6vl\u0259t proqramlar\u0131n\u0131n, layih\u0259l\u0259rin, q\u0259rarlar\u0131n realla\u015fmas\u0131 \u00fc\u00e7\u00fcn bu c\u00fcr proqramlar\u0131n, layih\u0259l\u0259rin v\u0259 q\u0259rarlar\u0131n b\u00fcdc\u0259sinin 2 faizi h\u0259cmind\u0259 d\u00f6vl\u0259t mediareklam\u0131 \u00fc\u00e7\u00fcn ayr\u0131ls\u0131n. M\u0259bl\u0259\u011f 100-200 milyon manat civar\u0131ndad\u0131r.
    \n <\/i>\n<\/p>\n

    \n
    \n – QHT layih\u0259sinin b\u00fcdc\u0259sinin 10 faizi h\u0259cmind\u0259 v\u0259sait qeyri-kommersiya reklam\u0131na ayr\u0131ls\u0131n. M\u0259qs\u0259d layih\u0259y\u0259 informasiya d\u0259st\u0259yi, onun effektivliyinin art\u0131r\u0131lmas\u0131 v\u0259 n\u0259tic\u0259l\u0259rinin t\u0259bli\u011fidir. QHT-l\u0259rin layih\u0259l\u0259ri ad\u0259t\u0259t sosial sah\u0259 v\u0259 d\u00f6vl\u0259t institutlar\u0131n\u0131n f\u0259aliyy\u0259til\u0259 ba\u011fl\u0131d\u0131r.
    \n <\/i>\n<\/p>\n

    \n
    \n – 20 faizlik m\u0259nf\u0259\u0259t vergisinin 2 faizi kommersiya reklam\u0131na ayr\u0131ls\u0131n. Y\u0259ni, m\u0259nf\u0259\u0259t vergisinin h\u0259cmi 18 faiz\u0259d\u0259k azald\u0131l\u0131r, qalan 2 faizin kommersiya subyektinin \u00f6z\u00fcn\u00fc reklam\u0131 \u00fc\u00e7\u00fcn y\u00f6nl\u0259ndirilm\u0259si m\u0259cburi \u015f\u0259rtdir. 2020-ci ild\u0259 kommersiya subyektl\u0259rinin g\u0259lirl\u0259rind\u0259n m\u0259nf\u0259\u0259t vergisi 2,2 milyard manat t\u0259\u015fkil edib.
    \n <\/i>\n<\/p>\n

    \n H\u0259m\u00e7inin mediareklam\u0131 reklam bazar\u0131nda v\u0259ziyy\u0259tin sa\u011flamla\u015fd\u0131r\u0131lmas\u0131na q\u0259d\u0259r vergid\u0259n azad etm\u0259k laz\u0131md\u0131r.\n<\/p>\n

    \n Bu reklam v\u0259saitl\u0259ri median\u0131n iqtisadi \u0259saslar\u0131n\u0131n m\u00f6hk\u0259ml\u0259ndirilm\u0259sin\u0259, iqtisadiyyat\u0131n artmas\u0131na, biznes subyektl\u0259rinin g\u0259lirinin artmas\u0131na, d\u00f6vl\u0259t v\u0259 ictimai proqramlar v\u0259 layih\u0259l\u0259rin effektiliyinin y\u00fcks\u0259lm\u0259sin\u0259, reklam m\u0259d\u0259niyy\u0259tinin yarad\u0131lmas\u0131na, kommersiya reklam bazar\u0131n\u0131n stimulla\u015fd\u0131r\u0131lmas\u0131na g\u0259tirib \u00e7\u0131xaracaq.\n<\/p>\n

    \n Eyni zamanda, K\u0130V-\u0259 bel\u0259 d\u0259st\u0259k mediada Az\u0259rbaycan jurnalistinin 2003-c\u00fc ild\u0259 M\u0259tbuat \u015euras\u0131n\u0131n birinci qurultay\u0131nda q\u0259bul edilmi\u015f Az\u0259rbaycan Jurnalistl\u0259rinin Pe\u015f\u0259 Davran\u0131\u015f\u0131 Qaydalar\u0131 il\u0259 m\u00fc\u0259yy\u0259n edilmi\u015f jurnalistikan\u0131n pe\u015f\u0259-etik normalar\u0131n\u0131n mediada t\u0259sdiqin\u0259 g\u0259tirib \u00e7\u0131xarmal\u0131d\u0131r:\n<\/p>\n

    \n
    \n Prinsip 1: H\u0259qiq\u0259t\u0259 xidm\u0259t, d\u0259qiqlik v\u0259 obyektivlik
    \n <\/b>\n<\/p>\n

    \n
    \n Prinsip 2: \u0130nformasiya qaynaqlar\u0131na say\u011f\u0131l\u0131 yana\u015fma
    \n <\/b>\n<\/p>\n

    \n
    \n Prinsip 3: \u015e\u0259r\u0259f v\u0259 l\u0259yaq\u0259tin qorunmas\u0131, \u015f\u0259xsi h\u0259yat\u0131n toxunulmazl\u0131\u011f\u0131
    \n <\/b>\n<\/p>\n

    \n
    \n Prinsip 4: Jurnalistin \u00f6z\u00fcn\u00fcn v\u0259 \u00e7al\u0131\u015fd\u0131\u011f\u0131 orqan\u0131n\u0131n reputasiyas\u0131n\u0131n qorunmas\u0131
    \n <\/b>\n<\/p>\n

    \n K\u0130V-l\u0259ri Qaydalar\u0131n icras\u0131na d\u0259v\u0259t mexanizmi kimi onlara yuxar\u0131da g\u00f6st\u0259ril\u0259n reklam d\u0259st\u0259yinin verilm\u0259sind\u0259n imtina olacaq. Qaydalar\u0131 pozan K\u0130V reklam almaq h\u00fcququndan m\u0259hrum edil\u0259 bil\u0259r.\n<\/p>\n

    \n Bu iki mexanizmin – kommersiya v\u0259 etik xarakterli mexanizml\u0259rin t\u0259tbiqi n\u0259tic\u0259sind\u0259 biz k\u00fctl\u0259vi informasiya vasit\u0259l\u0259rinin sa\u011flamla\u015fd\u0131r\u0131lmas\u0131na nail ola bil\u0259rik v\u0259 onlar\u0131 keyfiyy\u0259tli, m\u0259suliyy\u0259tli, imkanl\u0131 v\u0259 m\u00fcst\u0259qil ed\u0259 bil\u0259rik.\n<\/p>\n

    \n Ancaq b\u00fct\u00fcn bu t\u0259dbirl\u0259r m\u00fc\u0259yy\u0259n m\u0259nada f\u00f6vq\u0259lad\u0259 xarakter da\u015f\u0131y\u0131r. D\u00f6vl\u0259tin \u0259sas v\u0259zif\u0259si \u00f6lk\u0259 \u00dcDM-d\u0259 kommersiya mediareklam bazar\u0131n\u0131n 1 faizini t\u0259min ed\u0259 bil\u0259c\u0259k sa\u011flam iqtisadiyyat formala\u015fd\u0131rmaqd\u0131r.\n<\/p>\n

    \n Mediaya reklam d\u0259st\u0259yi v\u0259 mediareklam kommersiya bazar\u0131n\u0131n sa\u011flamla\u015fd\u0131r\u0131lmas\u0131 proqram\u0131n\u0131 Median\u0131n \u0130nki\u015faf\u0131 Agentliyi h\u0259yata ke\u00e7irm\u0259lidir. Bu, \u00e7\u0259tin m\u0259s\u0259l\u0259dir, ancaq buna d\u0259y\u0259r.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Az\u0259rbaycanda mediareklam bazar\u0131n\u0131n h\u0259cminin v\u0259 \u00dcDM-in beyn\u0259lxalq uy\u011funluq normas\u0131na nail olmaq bir s\u0131ra s\u0259b\u0259bl\u0259rd\u0259n – h\u0259m iqtisadi, h\u0259m d\u0259 siyasi s\u0259b\u0259bl\u0259rd\u0259n m\u00fcmk\u00fcn deyil.<\/p>\n","protected":false},"author":11,"featured_media":154314,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_sitemap_exclude":false,"_sitemap_priority":"","_sitemap_frequency":"","footnotes":""},"categories":[51],"tags":[],"class_list":["post-212034","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analitika","infinite-scroll-item","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33","no-featured-image-padding"],"acf":[],"yoast_head":"\nM\u0259tbuat \u00f6ld\u00fc! Ya\u015fas\u0131n Media! - 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\/metbuat-oldu-yasasin-media\/\" \/>\n<meta property=\"og:locale\" content=\"az_AZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"M\u0259tbuat \u00f6ld\u00fc! 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