Sport TV Broadcasting of Kazakhstan During the Period of Digitalization of Media

Abstract

The article studies the development trends of sports television in Kazakhstan. The authors investi- gate the characteristics of the transformation of traditional forms of broadcasting in online media, the impact of social media platforms on the audience and broadcast format, the practice of online broadcast- ing, and media interactivity.

The purpose of the scientific article is to determine the development model of Kazakhstani sports TV in the framework of the transformational processes of digitalization and media commercialization. The main idea of the study is to trace the transformation of sports broadcasting in the period of digita- lization of the media, to identify the prospects for broadcasting in social networks. The programs of the first domestic sports TV channel “Kazakhstan Sport-1” (Play TV), the first round-the-clock Kazakhstan TV channel about tourism, fishing, active lifestyle – “Turan TV, created in 2014 with the support of the Committee for Industry and Tourism of the Republic of Kazakhstan. The main goal of the channel is to develop domestic tourism in Kazakhstan. The network of broadcasting of the Qazsport TV channel, cre- ated in 2013 and currently the largest sports TV channel in Kazakhstan, has been analyzed. It has been proven that television affects sports and the attitude of viewers to TV broadcasts – new rules are being introduced to make the transmitted image on the screen more accessible to the viewer and timely, sports are being transformed to please the conditions of television, the latest digital technologies are used to broadcast sports events. Understanding the target audience is important not only for sports publications, TV channels, but also federations, sports clubs, organizers of competitions and sports events, advertising agencies whose work is aimed at attracting an audience. Shows the behavior of a sports fan and viewer, which affects television ratings.

As a result of the research, methods of content analysis, comparative analysis, sociological research, interviews with journalists were used. The results of the study will serve as the basis for the creation of the channel’s marketing policy, will make it possible to create a new format of programs. The scientific significance of the work lies in the creation of a chronicle of the history of Kazakhstani television, in particular, sports broadcasting.