Kamu Hizmeti Yayıncılığında Markalaşma Yönelimi ve Piyasa İlişkileri Temelinde Ortaya Çıkan Çelişkiler.

The radical transformations in the post-1980 period on the basis of neo-liberal policies and rapid technological developmnets have brought developments that restructure the media sector. Increasing relations between public service broadcasters and the market in recent years are closely linked to these developments. This situation causes them to feel more the tense relationship between efforts of adhere to their fundamental principles and values, and of maintain the their existence by adapting to market conditions. The branding efforts which have become widespread in recent years have emerged as an orientation that should be evaluated on the basis of these developments. The reflections of this tendency are becoming increasingly prominent in all countries where public monopolies are broken and public service broadcasters are begining to feel the need to compete with market actors. In particular, the efforts of public service broadcasters to become a brand are becoming internationally important under the dominance of global media structure. In this regard, the study focuses on the process of the emergence of branding trend in public service broadcasting and its causes. The reasons why public service broadcasters adopt branding tendency, the meaning and importance of branding strategies and the their brands for them are questioned. At this point, an approach has been adopted that the trend of branding in public service broadcasting should not be considered solely on the basis of economic priorities and concerns. It is suggested that branding is important for public service broadcasters in terms of their existence and forms of positioning in media sector. [ABSTRACT FROM AUTHOR]