Dogan TV to diversify the sector with thematic channels
(Turkish Daily News Via Thomson Dialog NewsEdge) Dogan TV is on the brink of major moves with thematic channels, interactive practices, telemarketing, domestic and international film distribution (home video) and Internet television.
Dogan TV, which owns major TV channels and radios, plans to create more than 20 thematic channels. It has already incorporated Kanal D and CNN Turk, and Star TV that it bought from the Savings Deposit Insurance Fund (TMSF) last year. Separately, Dogan TV has also sighed a deal with French TF1 (Television Francaise) to form a home shopping company.
A leading group in the Turkish television sector, Dogan TV Radyo Yayincilik has formulated a three-year plan prioritizing a diversification strategy.
Dogan TV CEO Arzuhan Yalcindag explained their new strategy as "instead of the conventional concept of merely programming and collecting commercials we will transfer those business models already applied in developed countries to create diversification in the Turkish television sector as much as regulations allow."
"We are undergoing a significant transformation in television and radio broadcasting. All our visual broadcasting has been regrouped under the umbrella of Dogan TV and Radio and this restructuring is aimed to create a continuous level of more productivity and more effectiveness," she added.
Four areas of development:
Major television stations in the world have already restructured within this context of diversification and started gaining almost 40 percent of their revenues originating from diversity, said Dogan Yayin Holding executive Mustafa Gozalan.
"We carried out a study last year to identify four areas that needed further development and restructured those four areas," he said.
The four areas that we have been developing since the beginning of the year are thematic channels, digital and interactive services, telemarketing and the so called home video where digital media products are consumed at home, Gozalan explained.
"We will offer our viewers new options in those four areas. Our 2006 performance will be determined by productivity and effectiveness as well as revenues from those new areas," he commented.
Major TV channels have a 55-60 percent share in the market while thematic channels have their own special economy. "We have identified 15-20 areas, among which we have selected 13. Those thematic channels that have already started broadcasting by Dogan TV are D Dream, D Dream Turk, Emlak TV, D Plus, D Max, D Sinema and D Yesilcam. Very soon, new thematic channels on history, nature, Turkish sports, kids, automotive and high technology/strategy will start broadcasting," Gozalan said.