{"id":296366,"date":"2025-07-11T17:25:26","date_gmt":"2025-07-11T15:25:26","guid":{"rendered":"https:\/\/rtrsports.com\/odemeli-tv-ve-sponsorlar-gorunurluk-vs-ayricalik\/"},"modified":"2025-07-11T17:49:08","modified_gmt":"2025-07-11T15:49:08","slug":"odemeli-tv-ve-sponsorlar-gorunurluk-vs-ayricalik","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/pay-tv-and-sponsors-the-difficult-balance-between-visibility-and-exclusivity\/","title":{"rendered":"\u00d6demeli TV ve sponsorlar: g\u00f6r\u00fcn\u00fcrl\u00fck VS ayr\u0131cal\u0131k"},"content":{"rendered":"

Stefano Saragoni <\/strong>, \u0130talyan haftal\u0131k dergisi Motosprint<\/strong>‘teki “Ultimo giro” <\/strong>(lit. Son Tur) ba\u015fl\u0131kl\u0131 k\u00f6\u015fesinde, \u0130talya ba\u011flam\u0131na \u00f6zel at\u0131fta bulunarak, televizyon haklar\u0131<\/strong> arac\u0131l\u0131\u011f\u0131yla Motosiklet Yar\u0131\u015flar\u0131 D\u00fcnya \u015eampiyonas\u0131<\/strong> ‘n\u0131n tarihine ilgin\u00e7 bir bak\u0131\u015f a\u00e7\u0131s\u0131 sunuyor.<\/p>\n

T\u00fcketiciler art\u0131k paral\u0131 televizyon ve \u00f6zel yay\u0131n kanallar\u0131nda sporun keyfini \u00e7\u0131karmaya al\u0131\u015ft\u0131. \u0130talya’da Serie A<\/strong>, Formula 1 Grand Prix yar\u0131\u015fl<\/strong>ar\u0131, en prestijli tenis<\/strong> turnuvalar\u0131 ve Motosiklet Yar\u0131\u015flar\u0131 D\u00fcnya \u015eampiyonas\u0131’n\u0131n t\u00fcm yar\u0131\u015flar\u0131, sporseverlere \u00e7ok kaliteli yap\u0131mlar ve \u00f6zel kanallar sunan b\u00fcy\u00fck \u00f6demeli TV<\/strong> a\u011flar\u0131 taraf\u0131ndan yay\u0131nlanmaktad\u0131r. Ger\u00e7i her zaman b\u00f6yle de\u011fildi, hi\u00e7 de de\u011fil. Saragoni<\/strong> ‘nin de gayet iyi hat\u0131rlad\u0131\u011f\u0131 gibi, Mediaset<\/strong> ‘in MotoGP<\/strong> kahramanlar\u0131n\u0131n ba\u015far\u0131lar\u0131n\u0131 \u00fccretsiz eri\u015fimli TV’de yay\u0131nlad\u0131\u011f\u0131 ve en pop\u00fcler \u0130talyan MotoGP spor yorumcusu Guido Meda<\/strong>‘n\u0131n milyonlarca \u0130talyan izleyiciye avaz\u0131 \u00e7\u0131kt\u0131\u011f\u0131 kadar “\u015fimdi hepiniz koltuklar\u0131n\u0131zda oturun” diye ba\u011f\u0131rd\u0131\u011f\u0131 zamanlar \u00e7ok eski de\u011fildi. O y\u0131llar, iki tekerlekli b\u00fcy\u00fck serilerin b\u00fcy\u00fck bir pop\u00fclerli\u011fe sahip oldu\u011fu parlak y\u0131llard\u0131: \u00fccretsiz eri\u015fim TV ve Valentino Rossi<\/strong> ‘nin zaferleri Motosiklet Yar\u0131\u015flar\u0131 D\u00fcnya \u015eampiyonas\u0131<\/strong><\/a> Neredeyse her \u0130talyan evinde tipik bir Pazar<\/strong> \u00f6\u011fle yeme\u011finden sonra izlenmesi gereken program. O y\u0131llardaki izleyici seviyeleri hala benzersizdir:<\/strong> her yar\u0131\u015f Pazar g\u00fcn\u00fc TV ekranlar\u0131n\u0131n \u00f6n\u00fcnde oturan birka\u00e7 milyon izleyici.<\/p>\n

\u00dccretsiz TV<\/strong> ile paral\u0131 TV<\/strong> aras\u0131ndaki dengeyi bulmak her zaman zor olmu\u015ftur; Motosiklet Yar\u0131\u015flar\u0131 D\u00fcnya \u015eampiyonas\u0131’n\u0131n \u00fcst y\u00f6netiminin bu iki u\u00e7 aras\u0131nda ritmik bir \u015fekilde sal\u0131nmas\u0131 da bunu kan\u0131tlamaktad\u0131r. 1981’den 1992’ye kadar RAI<\/strong> (\u0130talyan Ulusal TV A\u011f\u0131), Sky<\/strong> ‘\u0131n \u00f6nc\u00fcs\u00fc ve \u0130talya’daki ilk paral\u0131 TV<\/strong> olan Tele+<\/strong> taraf\u0131ndan devrilmeden \u00f6nce d\u00fcnyan\u0131n en h\u0131zl\u0131 motosikletlerini \u00f6zg\u00fcrce yay\u0131nlad\u0131. Bu 5 y\u0131ll\u0131k bir deneyimin ard\u0131ndan ulusal TV a\u011f\u0131 yay\u0131n haklar\u0131n\u0131 tekrar devrald\u0131 ve sonunda 2002 y\u0131l\u0131nda Mediaset<\/strong> ‘e satt\u0131. Sky<\/strong> 2014<\/strong> y\u0131l\u0131nda motor TV olmay\u0131 teklif etti\u011finde devreye girdi ve Formula 1 ve MotoGP haklar\u0131n\u0131 sat\u0131n alarak 7\/24 talk showlar, geleneksel Grand Prix yar\u0131\u015flar\u0131 ve gezegendeki en pop\u00fcler iki motor sporuna ili\u015fkin spor yorumlar\u0131 yay\u0131nlayan Sky F1<\/strong> ve Sky MotoGP<\/strong> adl\u0131 iki motor odakl\u0131 kanal yaratt\u0131. Bu arada Sky ge\u00e7ti\u011fimiz g\u00fcnlerde Motosiklet Yar\u0131\u015f\u0131 D\u00fcnya \u015eampiyonas\u0131 haklar\u0131n\u0131n 2021′<\/strong> e kadar yenilendi\u011fini teyit ederek Mediaset’in yeniden devralaca\u011f\u0131 y\u00f6n\u00fcndeki asla inand\u0131r\u0131c\u0131 olmayan s\u00f6ylentileri susturdu.<\/p>\n

MotoGP neden paral\u0131 TV’de yay\u0131nlan\u0131yor?<\/h2>\n

D\u00fcnya Motosiklet Yar\u0131\u015flar\u0131 \u015eampiyonas\u0131<\/strong>‘n\u0131 y\u00f6neten \u0130spanyol kurulu\u015fu Dorna<\/strong>, d\u00fcnyan\u0131n en tan\u0131nm\u0131\u015f iki tekerlekli yar\u0131\u015flar\u0131n\u0131n TV haklar\u0131n\u0131n<\/strong> y\u00f6netiminden sorumlu kurulu\u015f. Anla\u015fma yenileme zaman\u0131 geldi\u011finde, Dorna her bir \u00fclkede masadaki teklifleri de\u011ferlendirir. Nihai karar elbette stratejik<\/strong> ve ekonomik \u00e7\u0131karlar\u0131n<\/strong> yan\u0131 s\u0131ra orta ve uzun vadeli perspektiflere<\/strong> dayanmaktad\u0131r. 2014<\/strong> y\u0131l\u0131nda Sky Sport Italia,<\/strong> Mediaset<\/strong> ‘ten yay\u0131n haklar\u0131n\u0131 almak i\u00e7in \u00f6nemli bir miktar teklif etti\u011finde, Rogoredo merkezli juggernaut’un projesi olduk\u00e7a a\u00e7\u0131kt\u0131: motor severlere, hem iki hem de d\u00f6rt tekerlekli ara\u00e7lar\u0131n \u00f6zel kanallarda ve \u00f6zel programlarda sunabilece\u011fi en iyi \u015feyleri i\u00e7eren, ka\u00e7\u0131rmayacaklar\u0131 bir paket sunmak. Dorna<\/strong>, genel izleyici kitlesinin bir k\u0131sm\u0131n\u0131 kaybedece\u011fini ancak iki y\u00f6nl\u00fc bir kazan\u00e7 elde edece\u011fini bilerek teklifi kabul etti: \u00e7ok \u00f6nemli bir parasal gelir (Mediaset’ten al\u0131nan di\u011fer t\u00fcm tekliflerden \u00e7ok daha y\u00fcksek) ve \u00fcr\u00fcne \u00e7ok g\u00fc\u00e7l\u00fc bir ilgi duyan y\u00fcksek profilli izleyicilerin garantisi. T\u00fcketiciler<\/strong> a\u00e7\u0131s\u0131ndan bak\u0131ld\u0131\u011f\u0131nda, bu i\u015flem, en sevdikleri sporu izlemeye devam etmek i\u00e7in her y\u0131l bir avro harcamaya istekli olan ki\u015filer ile di\u011fer zaman ge\u00e7irme zamanlar\u0131na ve TV programlar\u0131na ge\u00e7meyi tercih eden ki\u015filer aras\u0131nda ayr\u0131m yapmak i\u00e7in \u00e7ok net bir \u00e7izgi \u00e7izdi. \u00dccretsiz eri\u015fimli TV’den \u00fccretli TV’ye ge\u00e7ti\u011finizde, mutlak izleyici say\u0131s\u0131n\u0131n<\/strong> d\u00fc\u015fmesi<\/strong> ka\u00e7\u0131n\u0131lmazd\u0131r (Mediaset’ten Sky’a ge\u00e7i\u015fte ortalama 4 izleyiciden 1’i azalm\u0131\u015ft\u0131r). Benzer \u015fekilde, Sky<\/strong> abonelerinin daha fazla say\u0131da r\u00f6portaj ve program se\u00e7ene\u011finin yan\u0131 s\u0131ra eksiksiz ve geni\u015f bir yay\u0131nla \u00e7ok daha iyi ve uygulanan bir \u00fcr\u00fcne sahip oldu\u011fu olduk\u00e7a a\u00e7\u0131kt\u0131r.<\/p>\n

\u00d6demeli TV ve sponsorluklar: zorlu bir denge<\/h2>\n

\u00dccretsiz eri\u015fimden \u00f6demeli TV’<\/strong> ye ge\u00e7i\u015fin bir ba\u015fka belirgin yan etkisi de oldu: sponsorlar, art\u0131k ula\u015fabildikleri izleyici kitlesinin her hafta sonu <\/strong> 5 milyon olan orijinal izleyici say\u0131s\u0131na k\u0131yasla dikkate de\u011fer \u00f6l\u00e7\u00fcde azalmas\u0131<\/strong> nedeniyle geri ad\u0131m att\u0131lar (motorsport.com’dan al\u0131nan bilgiye g\u00f6re 2018 \u0130spanya GP’si Sky’da 1,157,000 izleyici taraf\u0131ndan izlendi).<\/p>\n

Dahas\u0131, yat\u0131r\u0131m yapmak isteyen i\u015fletmeler i\u00e7in \u00fcr\u00fcn k\u00f6kten de\u011fi\u015fti: 2000’lerin ba\u015f\u0131nda MotoGP \u00e7ok b\u00fcy\u00fck bir t\u00fcketici \u00fcr\u00fcn\u00fcyd\u00fc<\/strong> ve Pazar g\u00fcnleri haberlerden sonra kamu a\u011flar\u0131nda yay\u0131nlan\u0131r ve b\u00fcy\u00fckanneler, torunlar ve arkada\u015flar da dahil olmak \u00fczere t\u00fcm aileleri ellerinde bir fincan kahve ile TV setinin \u00f6n\u00fcnde toplard\u0131. G\u00fcn\u00fcm\u00fczde MotoGP neredeyse uzmanlar i\u00e7in bir etkinlik<\/strong> haline geldi; Moto3, Moto2 ve MotoGP<\/strong> yar\u0131\u015flar\u0131n\u0131, kazananlar\u0131n \u00f6d\u00fcl t\u00f6renini ve r\u00f6portajlar\u0131 izlemek i\u00e7in sabah 10’da koltuklar\u0131nda oturan birka\u00e7 hayran i\u00e7in.<\/p>\n

Geli\u015fen bu ba\u011flama ra\u011fmen sponsorluklar<\/strong><\/a> de\u011fi\u015fmedi ve hala hem motor sporlar\u0131nda<\/strong> hem de genel olarak sporda kilit bir oyuncu konumundalar. Sponsorlar\u0131n paras\u0131, teknolojik ve organizasyonel deste\u011fi olmadan tak\u0131mlar yar\u0131\u015f<\/strong> amaz ve her Motosiklet Yar\u0131\u015f\u0131 D\u00fcnya \u015eampiyonas\u0131n\u0131n ba\u015flang\u0131\u00e7 s\u0131ralamas\u0131nda s\u00f6zle\u015fmenin gerektirdi\u011fi say\u0131da s\u00fcr\u00fcc\u00fcy\u00fc garanti etmek m\u00fcmk\u00fcn olmaz. Mesele \u015fu ki, ister \u00e7ok say\u0131da ilgili \u015firketle yap\u0131lan sponsorluklar (2000 y\u0131l\u0131 modeli), ister TV haklar\u0131 ve ard\u0131ndan tak\u0131mlara tahsis (mevcut model) yoluyla olsun, \u00f6yle ya da b\u00f6yle para bulunmas\u0131 gerekiyor. <\/strong><\/p>\n

Mutlak izleyici say\u0131lar\u0131ndaki daralman\u0131n yan\u0131 s\u0131ra, sponsorlar i\u00e7in bir ba\u015fka endi\u015fe kayna\u011f\u0131 da izleyicilerin giderek daha dikey, dolay\u0131s\u0131yla daha az \u00e7apraz hale gelmesidir<\/strong>. Motor sporlar\u0131 programlar\u0131n\u0131n izleyicileri eskiden her ya\u015ftan, cinsiyetten, sosyal s\u0131n\u0131ftan ve ekonomik stat\u00fcden insanlar\u0131 i\u00e7erirdi. \u015eu anda bu ifade ayn\u0131 kesinlik d\u00fczeyinde desteklenemiyor. Pop\u00fcler hedefleri ve kesi\u015fen teklifleri olan b\u00fcy\u00fck t\u00fcketici \u00fcr\u00fcnleri<\/strong> ve \u015firketleri, yerini enerji i\u00e7eceklerine<\/strong>, madeni ya\u011flara<\/strong>, motosiklet aksesuarlar\u0131na<\/strong> ve y\u00fcksek teknoloji \u00fcr\u00fcnlerine<\/strong> b\u0131rakan bir senaryodan yava\u015f yava\u015f kayboluyor. Motor sponsorluklar\u0131n\u0131n pazarlama tarihinde Mild Seven<\/strong>, Rothmans<\/strong> ve West<\/strong> gibi aksi takdirde piyasada anonim kalacak baz\u0131 sigara markalar\u0131n\u0131n ba\u015far\u0131s\u0131n\u0131 ve b\u00fcy\u00fcmesini te\u015fvik etmek i\u00e7in oynad\u0131\u011f\u0131 rol\u00fc d\u00fc\u015f\u00fcn\u00fcn.<\/strong><\/p>\n

Sponsorlar ve TV haklar\u0131: bu iki u\u00e7 aras\u0131nda bir denge bulmak<\/h2>\n

\u0130yi bilinen Latince deyi\u015f “in medio stat virtus” <\/strong>(erdem ortada durur) <\/em>bu \u00f6zel ba\u011flam i\u00e7in ge\u00e7erli de\u011fildir. Bu iki z\u0131t senaryo<\/strong> aras\u0131nda, yani bir yanda \u00fccretsiz eri\u015fim TV, di\u011fer yanda izlenme ba\u015f\u0131na \u00f6deme TV aras\u0131nda bir ara \u00e7\u00f6z\u00fcm bulunamaz. \u00dccretsiz eri\u015fim TV<\/strong>‘de, TV haklar\u0131n\u0131n miktar\u0131 daha s\u0131n\u0131rl\u0131d\u0131r ve izleyici kitlesi daha az uzmanla\u015fm\u0131\u015ft\u0131r, ancak izleyici say\u0131s\u0131 daha fazlad\u0131r ve sponsorlar\u0131n say\u0131s\u0131 daha fazlad\u0131r. Di\u011fer taraftan, izleme ba\u015f\u0131na \u00f6demeli<\/strong> TV’de TV haklar\u0131ndan elde edilen gelir daha y\u00fcksektir, ancak izleyicinin daha s\u0131n\u0131rl\u0131 ve a\u015f\u0131r\u0131 dikey olmas\u0131 nedeniyle sponsorluklardan<\/strong> elde edilen gelirler daha d\u00fc\u015f\u00fckt\u00fcr. TV8<\/strong> bu dengeyi de\u011fi\u015ftirebilecek bir \u00e7\u00f6z\u00fcm olarak ortaya \u00e7\u0131kabilir. Canl\u0131 yay\u0131nlar\u0131 ve \u00f6nemli say\u0131daki kay\u0131tl\u0131 yay\u0131nlar\u0131 sayesinde, rakamlar\u0131 \u00e7ok fazla de\u011fi\u015ftirmese de, bu iki u\u00e7 aras\u0131nda bar\u0131\u015f\u0131 koruma rol\u00fc oynuyor.<\/p>\n

A\u00e7\u0131k\u00e7a g\u00f6r\u00fcld\u00fc\u011f\u00fc \u00fczere, bu meselenin kesin bir \u00e7\u00f6z\u00fcm\u00fc yoktur, daha ziyade belirli a\u00e7\u0131lardan e\u015fit derecede do\u011fru olan iki \u00e7\u00f6z\u00fcm\u00fc vard\u0131r: farkl\u0131 izleyicilere ve farkl\u0131 zamanlamalara hitap eden iki farkl\u0131 model<\/strong>. Bir yandan, TV’nin gelece\u011finin b\u00fcy\u00fck olas\u0131l\u0131kla tamamen talep \u00fczerine olaca\u011f\u0131na inanmak do\u011frudur (Netflix, Amazon Prime Video, Hulu, HBO Now gibi hizmetler e\u011flence senaryosunu de\u011fi\u015ftirmeye ba\u015flad\u0131 bile); di\u011fer yandan, \u00fccretsiz eri\u015fim TV’nin hala en etkileyici izleyici kitlesini olu\u015fturdu\u011fu da ayn\u0131 derecede do\u011frudur<\/strong>.<\/p>\n

Bu yaz\u0131y\u0131 be\u011fendiniz mi? Payla\u015fma \u015fans\u0131n\u0131 ka\u00e7\u0131rmay\u0131n! <\/strong><\/p>\n

\u0130leti\u015fime ge\u00e7mek ister misiniz? Bize info@rtrsports.com<\/a> adresinden mesaj g\u00f6nderin.<\/p>\n

[eng-blog]<\/p>\n","protected":false},"excerpt":{"rendered":"

Stefano Saragoni , \u0130talyan haftal\u0131k dergisi Motosprint‘teki “Ultimo giro” (lit. Son Tur) ba\u015fl\u0131kl\u0131 k\u00f6\u015fesinde, \u0130talya ba\u011flam\u0131na \u00f6zel at\u0131fta bulunarak, televizyon haklar\u0131 arac\u0131l\u0131\u011f\u0131yla Motosiklet Yar\u0131\u015flar\u0131 D\u00fcnya \u015eampiyonas\u0131 ‘n\u0131n tarihine ilgin\u00e7 bir bak\u0131\u015f a\u00e7\u0131s\u0131 sunuyor. T\u00fcketiciler art\u0131k paral\u0131 televizyon ve \u00f6zel yay\u0131n kanallar\u0131nda sporun keyfini \u00e7\u0131karmaya al\u0131\u015ft\u0131. \u0130talya’da Serie A, Formula 1 Grand Prix yar\u0131\u015flar\u0131, en prestijli […]<\/p>\n","protected":false},"author":2,"featured_media":190771,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20200,20199],"tags":[],"class_list":["post-296366","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spor-pazarlamasi","category-spor-sponsorlugu"],"acf":[],"contentshake_article_id":"","yoast_head":"\n\u00d6demeli TV ve sponsorlar: g\u00f6r\u00fcn\u00fcrl\u00fck ve ayr\u0131cal\u0131k dengesi<\/title>\n<meta name=\"description\" content=\"\u00dccretsiz eri\u015fimli TV ile \u00fccretli TV aras\u0131ndaki dengeyi bulmak her zaman zor olmu\u015ftur; Motosiklet Yar\u0131\u015flar\u0131 D\u00fcnya \u015eampiyonas\u0131'n\u0131n \u00fcst y\u00f6netiminin bu iki u\u00e7 aras\u0131nda ritmik bir \u015fekilde sal\u0131nmas\u0131 da bunu kan\u0131tlamaktad\u0131r\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/tr\/blog\/pay-tv-and-sponsors-the-difficult-balance-between-visibility-and-exclusivity\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00d6demeli TV ve sponsorlar: g\u00f6r\u00fcn\u00fcrl\u00fck VS ayr\u0131cal\u0131k\" \/>\n<meta property=\"og:description\" content=\"\u00dccretsiz eri\u015fimli TV ile \u00fccretli TV aras\u0131ndaki dengeyi bulmak her zaman zor olmu\u015ftur; 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