Hizmet ihracatını etkileyen unsurlar: Dizi film ihracatına yönelik nitel bir araştırma
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Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Ülkemizde 2000 senesinden sonra dizi sektörünün gelişmesiyle Türk yapımı dizileri yurt dışına satılmaya başlanmıştır. 2021 itibariyle Ortadoğu ve Kuzey Afrika ülkeleri başta olmak üzere 150 ülkeden fazla yayınlanan Türk dizileri yüz milyonlarca izleyici ile buluşmuş, dizi ihracatı alanında ABD'den sonra ikinci sıraya yerleşmiştir. İhraç edilen ülkelerde yakalanan popülarite Türk içeriklerini ihracat, kültürel tanıtım, turizm ve dil öğretimi gibi alanlarda etkin olarak kullanılması gereken güçlü bir araç haline getirmiştir. Bu araştırmanın amacı dizi film ihracatının gelişimine etki eden unsurların incelenmesidir. Araştırma kapsamında dizi film ihracatı konusunda bilgi, tecrübe ve uzmanlığı bulunan 19 kişi ile derinlemesine mülakat gerçekleştirilmiştir. Elde edilen veriler, içerik analizi yöntemi ile değerlendirilmiş ve MAXQDA programından yararlanılmıştır. Bu program kod temelli frekans grafik görseller yardımıyla fikirlerin netleştirilmesi, tema veya kodlar arasındaki ilişkilerin anlamlı olarak ortaya konulması amacıyla kullanılmıştır. Araştırmada, Türk dizilerinin yurtdışında izlenmesindeki artış ve rağbet görmesindeki mevcut avantajlarımız ve dizi ihracatındaki süreçler ile yaşanan olumsuzlukların etkisiyle sektör için oluşan dezavantajlar ile dizi film ihracatının gelecekteki öngörülerine ilişkin sektör temsilcilerinin önerileri tespit edilmiştir. Türk dizi filmlerimiz ihracatta büyük başarı yakalamış olup, elde edilen başarının sürdürülebilir kılınması adına sektöre aktarılan desteklerin arttırılması ve çeşitlendirilmesi gerekmektedir. Türkiye'nin uluslararası hizmet ticaretindeki payının daha da artırılabilmesi için, rekabet üstünlüğü sağlayarak sürdürülebilir gelişime katkıda bulunacak uzun vadeli stratejik hedeflere ihtiyaçları bulunmaktadır. Bu takdirde halen 350 milyon dolar olan dizi film ihracatımızın kısa süre içinde 1,5 milyar dolar seviyesine çıkarılması mümkün olabilecektir. Anahtar kelimeler: Hizmet Sektörü, Hizmet İhracatı, Dizi Film İhracatı, Hizmet İhracatını Etkileyen Faktörler, Hizmet İhracatı Sigortası
After 2000, as our nation's TV series industry grew, Turkish-produced TV shows started to be marketed worldwide. Turkish TV series received hundreds of millions of viewers as of 2021 and were rated second after the United States in terms of TV series exports. Turkish TV series were broadcast in more than 150 countries, particularly in the Middle East and North African countries. Turkish content is now a potent tool that should be used efficiently in fields including export, cultural promotion, tourism, and language instruction due to the success it has achieved in the places it has been exported to. The purpose of this study is to look into the factors that influence the growth of TV series export. In this context, the goal is to identify the factors influencing TV series export and to provide solutions and suggestions to these issues by examining what needs to be done to improve the export process. Within the scope of the study, 19 people with knowledge, experience, and expertise in the export of TV series were interviewed. The data collected during the research process were analysed using the content analysis method from qualitative research. The data was analysed with the help of a computer and the MAXQDA programme. With the help of code-based frequency graphic visuals, this programme was used to clarify ideas and reveal relationships between themes or codes. In the study, the advantages we currently enjoy in terms of the growth and popularity of Turkish TV series abroad, the disadvantages for the industry resulting from the procedures in TV series export and the adverse effects experienced, and the recommendations of industry representatives regarding the future projections of TV series exports have all been determined. Our Turkish TV programs have had enormous success in foreign markets, and in order to preserve this success, the sector has to get more and other types of assistance. Turkey needs long-term strategic goals that will give them a competitive advantage in order to further enhance their share of the global services trade and support sustainable development. In this situation, it will be possible to quickly raise our TV series exports from their current level of 350 million dollars to 1.5 billion dollars. Keywords: Service Sector, Service Export, TV Series Export, Factors Affecting Service Export, Service Export Insurance
After 2000, as our nation's TV series industry grew, Turkish-produced TV shows started to be marketed worldwide. Turkish TV series received hundreds of millions of viewers as of 2021 and were rated second after the United States in terms of TV series exports. Turkish TV series were broadcast in more than 150 countries, particularly in the Middle East and North African countries. Turkish content is now a potent tool that should be used efficiently in fields including export, cultural promotion, tourism, and language instruction due to the success it has achieved in the places it has been exported to. The purpose of this study is to look into the factors that influence the growth of TV series export. In this context, the goal is to identify the factors influencing TV series export and to provide solutions and suggestions to these issues by examining what needs to be done to improve the export process. Within the scope of the study, 19 people with knowledge, experience, and expertise in the export of TV series were interviewed. The data collected during the research process were analysed using the content analysis method from qualitative research. The data was analysed with the help of a computer and the MAXQDA programme. With the help of code-based frequency graphic visuals, this programme was used to clarify ideas and reveal relationships between themes or codes. In the study, the advantages we currently enjoy in terms of the growth and popularity of Turkish TV series abroad, the disadvantages for the industry resulting from the procedures in TV series export and the adverse effects experienced, and the recommendations of industry representatives regarding the future projections of TV series exports have all been determined. Our Turkish TV programs have had enormous success in foreign markets, and in order to preserve this success, the sector has to get more and other types of assistance. Turkey needs long-term strategic goals that will give them a competitive advantage in order to further enhance their share of the global services trade and support sustainable development. In this situation, it will be possible to quickly raise our TV series exports from their current level of 350 million dollars to 1.5 billion dollars. Keywords: Service Sector, Service Export, TV Series Export, Factors Affecting Service Export, Service Export Insurance
Açıklama
Dış Ticaret Enstitüsü, Uluslararası Ticaret Ana Bilim Dalı, Uluslararası Ticaret Bilim Dalı
Anahtar Kelimeler
Radyo-Televizyon, Radio and Television
