{"id":14566,"date":"2017-07-17T08:57:19","date_gmt":"2017-07-17T08:57:19","guid":{"rendered":"http:\/\/atif.unaldi.org\/blog\/2017\/07\/17\/trt-nasil-yapilandirimali\/"},"modified":"2017-07-17T08:57:19","modified_gmt":"2017-07-17T08:57:19","slug":"trt-nasil-yapilandirimali","status":"publish","type":"post","link":"https:\/\/atif.unaldi.org\/blog\/2017\/07\/17\/trt-nasil-yapilandirimali\/","title":{"rendered":"TRT nas\u0131l yap\u0131land\u0131r\u0131mal\u0131?"},"content":{"rendered":"<p><a href=\"https:\/\/atifunaldi.files.wordpress.com\/2017\/07\/img_5257.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/atifunaldi.files.wordpress.com\/2017\/07\/img_5257.jpg\" alt=\"\" width=\"554\" height=\"410\" class=\"alignnone size-full wp-image-14565\"><\/a>Birka\u00e7 y\u0131l \u00f6nce TRT\u2019de yap\u0131mc\u0131lara \u0130stanbul ve Ankara\u2019da e\u011fitimler verdim. O d\u00f6nemde kursiyer arkada\u015flar TRT\u2019yi nas\u0131l g\u00f6rd\u00fc\u011f\u00fcm\u00fc sormu\u015flard\u0131. TRT\u2019nin devletin imkanlar\u0131n\u0131 kulland\u0131\u011f\u0131 i\u00e7in T\u00fcrk K\u00fclt\u00fcr\u00fcn\u00fc anlatan ve yayg\u0131nla\u015ft\u0131ran \u00fcr\u00fcnler \u00fcretmesi gerekti\u011fini s\u00f6ylemi\u015ftim. \u015eu anda da ayn\u0131 d\u00fc\u015f\u00fcnceler i\u00e7indeyim. O zamanlar \u015eenol G\u00f6ka g\u00f6revi yeni alm\u0131\u015ft\u0131. TRT\u2019nin i\u00e7inden geldi\u011fi i\u00e7in kendisi ile ilgili ciddi umutlar vard\u0131.&nbsp;<br \/>\nBu e\u011fitimlerden bir s\u00fcre sonra, TRT\u2019den dan\u0131\u015fmanl\u0131k i\u015fi alan, ancak ne yapmas\u0131 gerekti\u011fini pek bilmeyen, sekt\u00f6r d\u0131\u015f\u0131 bir \u015firket bana ula\u015ft\u0131. Soru yine ayn\u0131yd\u0131\u2026 TRT neler yapmal\u0131? Ben de o d\u00f6neme kadar yar\u0131m yamalak s\u00f6ylediklerimi birle\u015ftirdim d\u00fczenli bir strateji raporu haz\u0131rlad\u0131m.&nbsp;<br \/>\nTRT \u00f6ncelikle hedef kitlesini netle\u015ftirmeli<br \/>\nBu b\u00fcy\u00fckl\u00fckte ve kamu y\u00fck\u00fcml\u00fcl\u00fc\u011f\u00fc olan bir yap\u0131n\u0131n, her\u015feyi hemen yapmak gibi bir bask\u0131s\u0131 vard\u0131r. Bu \u00e7ok normaldir. Ancak \u00f6nce hedefler ve stratejiler belli olmal\u0131 ki; kurum \u00e7al\u0131\u015fanlar\u0131 daha verimli hareket edebilsinler.&nbsp;<br \/>\nTabii ki; TRT\u2019nin hedefi hem yurt i\u00e7i hem de yurtd\u0131\u015f\u0131nda olmak. Bu nedenle olu\u015fturulan departmanlar\u0131n mutlaka hepsine vizyon ve misyonlar\u0131 yeniden hat\u0131rlat\u0131lmal\u0131. Genelde y\u00f6neticilerin fokuslar\u0131na kayd\u0131klar\u0131 i\u00e7in kurum i\u00e7i yap\u0131 genel m\u00fcd\u00fcrle de\u011fi\u015fiyor. A\u011f\u0131rl\u0131k merkezi kay\u0131yor. Bunu engellemek i\u00e7in, yurt i\u00e7i, yurt d\u0131\u015f\u0131, \u00fcretim ve da\u011f\u0131t\u0131m birimlerini birbirinden ba\u011f\u0131ms\u0131z \u00e7al\u0131\u015f\u0131r ve verimlilikleri her an \u00f6l\u00e7\u00fcl\u00fcr hale getirmek \u015fart.&nbsp;<br \/>\nTRT\u2019nin hem Arap yar\u0131madas\u0131na hem T\u00fcrki Cumhuriyetlere hem de Do\u011fu Avrupa\u2019ya ula\u015fmak gibi bir zorunlulu\u011fu var. K\u00fcrt ve Arap kanallar\u0131 ile belli alanlara ula\u015fma imkan\u0131 bulmu\u015f olmakla birlikte, gidilecek yol uzundur. Arap\u2019ta g\u00fcc\u00fcn\u00fc OTT TV teknolojileri ile g\u00fc\u00e7lendirmelidir. OTT TV teknolojileri, \u00e7o\u011funlukla mevzuatlara tak\u0131lmadan \u00fclkelere giri\u015f i\u00e7in en kolay y\u00f6ntemdir. Ancak OTT TV yay\u0131nlar\u0131 yap\u0131lacaksa, bunu ger\u00e7ekle\u015ftirebilmek i\u00e7in CDN \u015firketlerinin de g\u00fc\u00e7l\u00fc olmas\u0131 gerekir. Bunun i\u00e7in devlet deste\u011fi ile pazar\u0131n, daha \u00f6nemlisi hizmet devaml\u0131l\u0131\u011f\u0131 ve kalitesinin artt\u0131r\u0131lmas\u0131 \u015fartt\u0131r.&nbsp;<br \/>\nSan\u0131lan\u0131n aksine, hibrit televizyonlar\u0131n gelece\u011fi yok. Ke\u015fke TRT bu konuya anlams\u0131z bir yat\u0131r\u0131m yapmasayd\u0131. Tabii ki; TRT\u2019nin en \u00f6nemli hedef ktlesi gen\u00e7ler hatta \u00e7ocuklard\u0131r. Bu nedenle interaktif yay\u0131n yap\u0131yor olmas\u0131 \u00e7ok \u00f6nemlidir. Ancak bunu sa\u011flaman\u0131n yolu hibrit televizyon yay\u0131nc\u0131l\u0131\u011f\u0131 de\u011fil, OTT TV ve IPTV yay\u0131n\u0131d\u0131r.&nbsp;<br \/>\n\u00c7ocuklara \u00f6zel interaktif kanallar\u0131n artt\u0131r\u0131lmas\u0131 do\u011fru olacakt\u0131r. \u00d6zellikle 1-14 ya\u015f aral\u0131\u011f\u0131, T\u00fcrk\u00e7e\u2019nin yayg\u0131n ve do\u011fru kullan\u0131lmas\u0131 i\u00e7in son derece \u00f6nemlidir.&nbsp;<br \/>\nTRT \u00f6zel kanal de\u011fildir. Yay\u0131n kalitesi, T\u00fcrk K\u00fclt\u00fcr\u00fcne katt\u0131klar\u0131, rating i\u00e7in yapaca\u011f\u0131 anlams\u0131z yay\u0131nlardan \u00e7ok daha \u00f6nemlidir. Reklam vereni, rating oranlar\u0131 ile de\u011fil, prestijli yay\u0131n\u0131 ile \u00e7ekmelidir.&nbsp;<br \/>\nT\u00fcrki Cumhuriyetler ve Do\u011fu Avrupa\u2019da ise durum daha farkl\u0131d\u0131r. T\u00fcrki Cumhuriteler\u2019de uydu yay\u0131nlar\u0131 olu\u015fturmak zorundad\u0131r. O co\u011frafya ile ilgili yapt\u0131\u011f\u0131m ara\u015ft\u0131rmalardan ald\u0131\u011f\u0131m izlenim bunun i\u00e7in set \u00fcst\u00fc cihaz \u00fcreticileri ile anla\u015fmak gerekti\u011fi y\u00f6n\u00fcnde.&nbsp;<br \/>\nDo\u011fu Avrupa ise bundan daha ilgin\u00e7. Oradaki kanal y\u00f6neticileri ile yapt\u0131\u011f\u0131m g\u00f6r\u00fc\u015fmelerde interaktif kanaldan ziyade, LCD panel penetrasyonusorunu var. Hatta bir\u00e7ok t\u00fcpl\u00fc televizyonun, uzatma kablolar\u0131 ile tarlaya g\u00f6t\u00fcr\u00fcld\u00fc\u011f\u00fc gibi durumlar\u0131n da yayg\u0131n oldu\u011funu biliyorum. Bu durumda bu co\u011frafyada yap\u0131lacak \u00e7al\u0131\u015fman\u0131n, scart ilaveler ile cep telefonlara ba\u011flanmas\u0131 daha do\u011fru olacakt\u0131r.&nbsp;<br \/>\n\u00dcretime d\u00f6necek olursak. Uzun zamand\u0131r eli y\u00fcz\u00fc d\u00fczg\u00fcn, T\u00fcrk K\u00fclt\u00fcr\u00fcne katk\u0131da bulunan i\u00e7 yap\u0131mlar\u0131 ne yaz\u0131k ki g\u00f6remiyoruz. Halbuki kurumun insan kaynaklar\u0131 bu t\u00fcr \u00e7al\u0131\u015fmalar\u0131 ba\u015far\u0131 ile ger\u00e7ekle\u015ftirebilecek, bir k\u00fclt\u00fcre ve birikime sahip. Konu\u015ftu\u011fum yap\u0131mc\u0131lar\u0131n \u00e7o\u011funun son derece g\u00fczel fikirleri var, ancak hemen hepsi imkans\u0131zl\u0131k ve kendilerine olu\u015fan g\u00fcvensizlikten rahats\u0131z.&nbsp;<br \/>\nBir ka\u00e7 haftad\u0131r bir\u00e7ok k\u00f6\u015fe yazar\u0131n\u0131n da g\u00fcndemine gelen kurumun, kapat\u0131lmas\u0131 bile verilen teklifler aras\u0131nda. Bu teklifi yapanlara, bu y\u00fczy\u0131lda k\u00fclt\u00fcr\u00fcn\u00fcz\u00fc nas\u0131l yayacaks\u0131n\u0131z, nas\u0131l geli\u015ftirip, koruyacaks\u0131n\u0131z diye sormak istiyorum. Televizyonlar\u0131n izlenme oranlar\u0131ndaki d\u00fc\u015f\u00fc\u015f \u00e7okca konu\u015fuluyor, ancak konu\u015fmalar\u0131mda yapt\u0131\u011f\u0131m anketlerde g\u00f6r\u00fcyorum ki, insanlar televizyon izlemeye Netflix, Youtube \u00fczerinden devam ediyorlar.<br \/>\nTRT bu imkanlar\u0131 do\u011fru \u015fekilde kullan\u0131p youtube ile g\u00fczel bir anla\u015fma yapt\u0131. Daha sonra yapy\u0131\u011f\u0131 bir \u00e7al\u0131\u015fma ile ar\u015fivini kendi portali \u00fczerinden a\u00e7arak ba\u015far\u0131l\u0131 bir dijital d\u00f6n\u00fc\u015f\u00fcm ger\u00e7ekle\u015ftirdi. Tabii ki bu b\u00fcy\u00fckl\u00fckte bir ar\u015fivin a\u00e7\u0131lmas\u0131 a\u015famas\u0131nda eksikler var. Arama \u00f6zellikleri yeteri kadar kuvvetli olmad\u0131\u011f\u0131 i\u00e7in i\u00e7inde kayboluyorsunuz. Ama yine de bu ciddi bir cesarettir.<br \/>\nAncak ayn\u0131 ba\u015far\u0131y\u0131 kaliteli k\u00fclt\u00fcrel i\u00e7erikler \u00fcretme konusunda g\u00f6steremedi. Yar\u0131\u015fma programlar\u0131nda, dizilere hepsi birer i\u00e7ten i\u00e7e \u00f6zenme i\u00e7eriyor. Bunu da k\u0131sa zamanda toparlamak devlet deste\u011fi ve kamu g\u00f6revi olan bir k\u00fclt\u00fcr kurumu i\u00e7in acil bir zorunluluk.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Birka\u00e7 y\u0131l \u00f6nce TRT\u2019de yap\u0131mc\u0131lara \u0130stanbul ve Ankara\u2019da e\u011fitimler verdim. O d\u00f6nemde kursiyer arkada\u015flar TRT\u2019yi nas\u0131l g\u00f6rd\u00fc\u011f\u00fcm\u00fc sormu\u015flard\u0131. TRT\u2019nin devletin imkanlar\u0131n\u0131 kulland\u0131\u011f\u0131 i\u00e7in T\u00fcrk K\u00fclt\u00fcr\u00fcn\u00fc anlatan ve yayg\u0131nla\u015ft\u0131ran \u00fcr\u00fcnler \u00fcretmesi gerekti\u011fini s\u00f6ylemi\u015ftim. \u015eu anda da&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-14566","post","type-post","status-publish","format-standard","hentry","category-blogum"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>TRT nas\u0131l yap\u0131land\u0131r\u0131mal\u0131? - At\u0131f \u00dcnald\u0131 | Yaz\u0131lar ve Yay\u0131n Ar\u015fivi<\/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:\/\/atif.unaldi.org\/blog\/2017\/07\/17\/trt-nasil-yapilandirimali\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TRT nas\u0131l yap\u0131land\u0131r\u0131mal\u0131? - At\u0131f \u00dcnald\u0131 | Yaz\u0131lar ve Yay\u0131n Ar\u015fivi\" \/>\n<meta property=\"og:description\" content=\"Birka\u00e7 y\u0131l \u00f6nce TRT\u2019de yap\u0131mc\u0131lara \u0130stanbul ve Ankara\u2019da e\u011fitimler verdim. O d\u00f6nemde kursiyer arkada\u015flar TRT\u2019yi nas\u0131l g\u00f6rd\u00fc\u011f\u00fcm\u00fc sormu\u015flard\u0131. 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