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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Право и СМИ Центральной Азии

Телеканалы отказываются от новостей в пользу кино и сериалов

В то время как россияне проявляют рекордный интерес к новостным программам, федеральные каналы сокращают их эфирное время. Редакции ведущих телеканалов предпочитают наращивать эфирное время кино, сериалов. К таким выводам пришли специалисты из медиаагентства Initiative по итогам телесезона 2014/15 года (проанализировано на основе данных TNS, возраст аудитории — 6+). Эксперты полагают, что телеканалы жертвуют новостями в пользу собственного уникального контента, чтобы не потерять целевую аудиторию и рекламные контракты.

Экономия на новостях

Интерес зрителей к новостным программам достиг рекордной отметки — 17% от всего телесмотрения — именно в минувшем телесезоне-2014/15 (считается с сентября по июнь). С телесезона 2007/08 года эта отметка никогда не поднималась выше 15%. Традиционно больше всего зрители тратят на просмотр кино и развлекательных программ (в этом телесезоне их доля составила 50 и 21%), примерно на том же уровне она держится с 2007 года.

 

Генпродюсер канала «ТВ Центр» Никита Шумаков отметил, что последние 2 года действительно наблюдается рост интереса аудитории к новостным передачам.

— У зрителей постепенно возрастает доверие к телевизионным новостям. Основной приток аудитории был в связи с началом событий на Украине. Сейчас интерес вызывает всё, что растет из этого конфликта: ситуация с Крымом, взаимоотношения с Европой, введение санкций. Также интерес аудитории подстегивают новости, связанные с ИГИЛ, — сказал генпродюсер ТВЦ. — Несмотря на возросший интерес к новостному блоку, мы не меняли и не планируем менять свою каркасную сетку новостей. Мы не увеличиваем количество новостей, а работаем над качеством контента. В целом у нас и так много общественно-политического вещания: праймовая линейка передач в будние дни и «В центре событий» и «Постскриптум» в выходные.

Несмотря на рекордный интерес аудитории к новостям, именно их эфирное время было сокращено. По данным медиаагентства Initiative, доля новостей в эфире снизилась с 14 до 13%. При этом существенно увеличилась доля кинофильмов — с 56 до 59% и на прежнем уровне осталось эфирное время развлекательных передач — 15%. Также сократилось эфирное время образовательных (с 6 до 5%) и спортивных (с 3 до 2%) телепрограмм. Эфирное время социально-политических передач осталось на том же уровне — 4% от всего эфирного времени телевидения.

 

Главный редактор телеканала «Россия 24» Евгений Бекасов поясняет, что снижение доли новостных передач в эфире федеральных телеканалов носит сезонный характер.

— На этапе весны-лета 2015 года показатели новостных передач упали и по сравнению с прошлым годом и с зимними показателями. Но это имеет сезонный характер. Аудитория перекормлена новостями за сезон 2014 года, поэтому ей нужна пауза. И руководители соответственно почувствовали эту потребность отдыха от информации. Поэтому в эфире федеральных каналов сократилось количество общественно-политических программ в дневном эфире, хронометражей итоговых выпусков. В сентябре же снова возникнет информационный голод — и, как результат, будут наращиваться эфирные показатели, — пояснил Бекасов.

В свою очередь, финансовый аналитик ИХ «Финам» Тимур Нигматуллин полагает, что телеканалы сокращают новостной контент в пользу собственного уникального, чтобы не потерять целевую аудиторию.

— Телеканалы сокращают эфирное время новостных телепередач, чтобы не допустить размывания ядра целевой аудитории, которое, в свою очередь, может привести к падению рекламных доходов. По данным ассоциации коммуникационных агентств России (АКАР), рынок эфирной телевизионной рекламы сократился за январь-июнь 2015 года на 21%. Рекламодателям в условиях сложной экономической ситуации требуется высокая эффективность рекламных компаний. Таким образом, теряющие целевую аудиторию телеканалы могут оказаться в лидерах падения рекламной выручки, — считает Нигматуллин. — Высокий интерес зрителей к разного рода новостным телепередачам по-прежнему в значительной мере обусловлен геополитикой: развитием конфликта на востоке Украины, событиями на Ближнем Востоке. Интересными для аудитории также остаются новости с валютного рынка, заявления первых лиц касательно состояния финансового сектора/банковской системы и различная макроэкономическая статистика — потребительские цены в магазинах и экономический рост.

Медиаэксперт Аскар Туганбаев также отметил, что сокращение новостных передач может быть связано с экономическими трудностями телеканалов.

— Сокращение новостных передач в пользу развлекательных объясняется в первую очередь тяжелой экономической ситуацией на рынке рекламы. Всем телеканалам пришлось сильно сокращать расходы, в том числе на персонал, и, как следствие, — количество уникальных сюжетов. Одновременно с этим из-за скачка курса пришлось урезать бюджет на закупках в валюте — западное оборудование и контент, — сказал он.

По данным Initiative, за год изменился топ-10 наиболее популярных новостных программ, Так, наибольший рейтинг среди всех новостных программ — у программы «Время» на «Первом канале» (рейтинг почти 11%), следом за ней — «Однако», «Воскресное время», «Новости» (все — «Первый канал») и «Вести в субботу». Для сравнения, в прошлом телесезоне наиболее популярной была программа «Вести» на «России 1», следом за ней — «Вечерние новости», «Новости. Специальный выпуск», «Однако» и «Время» (все — «Первый канал»).

 

ВГТРК в лидерах

Абсолютное первенство по росту доли в списке федеральных телеканалов получил канал «Карусель» (50% принадлежит ВГТРК и 50% — «Первому каналу»): за сезон доля увеличилась сразу на 27%.

На втором месте телеканал «Россия 24» (входит в ВГТРК) — прирост доли по отношению к предыдущему периоду составил 21%.

Что касается остальных телеканалов, которые входят в ВГТРК, то доля «России 2» увеличилась на 4%. У «Россия 1» и «Россия Культура» дела идут не так хорошо — Initiative зарегистрировал снижение доли на 5 и 8% соответственно.

 

Как пояснил «Известиям» руководитель аналитической службы холдинга ВГТРК Сергей Сальников, такой высокий темп роста доли «Карусели» связан с тем, что на канале появилось больше контента отечественного производства.

— Наиболее популярные программы — российские и советские мультфильмы («Маша и Медведь», «Ну, погоди!», «Барбоскины»), — пояснил Сальников.

Аналитик отмечает, что аудитория у канала сравнительно маленькая.

— По росту аудитории в абсолютных числах рекордные показатели в этом сезоне — у «России 24», бесспорного лидера по показателям среди информационных каналов, — сказал он. — Это связано с тем, что люди стали охотнее смотреть новости в особенности из-за событий на Украине. Телеканал «Россия 2» неплохо отработал прошедший сезон. Это связано с тем, что был гармонично и удачно подобран репертуар — набор спортивных трансляций, российские фильмы и сериалы, а также познавательные программы. «Россия Культура» же канал достаточно старый, и у него происходит плавная потеря аудитории последние несколько лет. Аудитория растаскивается молодыми каналами, телеканал же в силу своей специфики не может сохранять и притягивать новых зрителей.

Тройку лидеров по росту аудитории замыкает телеканал «Пятница!» — прирост доли составил 20%.

— На телеканале «Пятница!» самой популярной программой телесезона стал социальный проект «Ревизорро». Зрители канала по-прежнему отдают предпочтение тревел-шоу «Орел и решка» — в пятерке лучших сразу два проекта: «Орел и решка. Юбилейный» и «Орел и решка. Неизведанная Европа». В сезоне-2014/15 телеканал запустил специальное мобильное приложение с маршрутами и местами из шоу, число пользователей которого достигло 500 тыс. человек, — пояснили в пресс-службе «Газпром-медиа». — Также телеканал запустил гастрономическое шоу «Еда, я люблю тебя!» и проект «Битва салонов» с Жанной Бадоевой.

 

По данным медиаагентства Initiative, у пяти крупнейших каналов, на которых есть выпуски новостей, также наблюдается снижение доли или, в лучшем случае, ее стагнация.

Глава телекомпании НТВ Владимир Кулистиков не стал комментировать «Известиям» показатели телеканала.

Что касается других федеральных телеканалов, то, по данным медиаагентства Initiative, доля по аудитории упала у «СТС Медиа» и «Перца».

В пресс-службе «СТС Медиа» отметили, что снижение доли телеканала СТС связано с нестабильной ситуацией на рекламном рынке.

— В начале года, учитывая сложившиеся макроэкономические условия, нами было принято решение отложить большинство высококачественных премьер на телеканале СТС на осень 2015 года, — отметили в пресс-службе. — В числе премьер продолжения сериалов «Молодежка», «Кухня», «Воронины» и «Восьмидесятые». Как показали результаты предыдущих кварталов, премьерные показы новых сезонов этих сериалов способны генерировать долю выше средней доли канала.

Падение показателей телеканала «Перец» в пресс-службе «СТС Медиа» комментировать не стали, отметив, что по итогам II квартала 2014 года доля канала выросла на 0,3%.

Выросла доля у телеканала «Домашний». В пресс-службе холдинга связывают это с «запуском большого количества программ собственного производства, а также c чрезвычайно быстрой реакцией на важные общественные события и тренды».

— Помимо традиционных передач и сериалов, предназначенных в основном для женщин, канал «Домашний» запустил новую программу «Кризисный менеджер», которая является крайне актуальной в текущей экономической ситуации и привлекает гораздо более широкую аудиторию. Ведущий передачи дает практические советы о том, как сэкономить деньги и управлять семейным бюджетом, — пояснили в пресс-службе.

В борьбе за зрителя

Участники рынка отмечают, что многие зрители переходят на неэфирные новостные телеканалы, данные по которым Initiative не предоставила.

— Неэфирные каналы существенно оттягивают долю эфирных телеканалов, это мы наблюдаем на примере всех крупных телеканалов — «Первый канал», «Россия 1» и НТВ, — говорит Сергей Сальников из ВГТРК.

Главный редактор телеканала LifeNews Анатолий Сулейманов отметил, что численность аудитории действительно увеличивается, в том числе и за счет зрителей эфирных телеканалов.

— Если человеку интересно смотреть новости, он, естественно, пойдет на специализированные новостные каналы, где новости идут почти круглосуточно. Сейчас стремительно сокращается доля аудитории, которая готова ждать определенного времени, чтобы посмотреть выпуск новостей, — говорит Анатолий Сулейманов. — У LifeNews накопленный охват аудитории — проще говоря, количество человек, которые смотрели телеканал не менее одной минуты, — вырос с 9 млн человек в декабре 2014 года до 10,1 млн человек в мае 2015-го.
Источник: http://izvestia.ru/news/590068#ixzz3jKpUQk3n

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