Human Computer Interaction: Research and Applications

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DOI :10.26650/B/ET07.2020.012.16   IUP :10.26650/B/ET07.2020.012.16    Full Text (PDF)

The New Generation Television Watching Experience: a Review on Blutv

Duygu Temel

Technological developments, especially in the 2000s, have led to many changes related to established industrial practices such as production, distribution and financing in the television industry. Along with developments such as increased internet speed in the new media environment and broadband internet technology, many business models have become possible for television broadcasting – a sector that has undergone a series of transformations. Subscription video-on-demand (SVoD), is one of these new business models, not only is it making the broadcasting industry more competitive, but it is also changing traditional viewing behaviors by making it possible to watch any content, anywhere, on any device. The present study examined the audiences’ motivations for watching the internet television which has adopted a subscription video-on-demand (SVoD) business model and their changing viewing behaviors on these platform. Uses and Gratifications, which is a audience-centric approach, was considered as a guiding model in the research. In addition to discovering new motivations, the validity of traditional TV viewing motivations for Internet TV has been questioned. Within the scope of the research, a user experience test was conducted with 10 participants who are members of BluTV and then in-depth interviews were conducted. As a result of the research, it was seen that while the needs of relaxation, escape and social interaction from traditional television watching motivations remain valid for internet television; the freedom to control the content and adjust the time and place of viewing has been identified as the most important factors that direct users to an internet television. In addition, an individualized viewing experience on internet televisions has been identified as a viewing pattern special to SVoD platforms.


Keywords: User Experience, Uses and Gratifications, Internet Television, Viewing Behavior, BluTV
DOI :10.26650/B/ET07.2020.012.16   IUP :10.26650/B/ET07.2020.012.16    Full Text (PDF)

Yeni Nesil Televizyon İzleme Deneyimi: Blutv Üzerine Bir İnceleme

Duygu Temel

Özellikle 2000’lerde yaşanan teknolojik gelişmeler televizyon endüstrisinde üretim, dağıtım ve finansman gibi yerleşik endüstriyel uygulamalarla ilgili pek çok sonucu beraberinde getirmiştir. Yeni medya ortamında internet hızının artması, geniş bant internet teknolojisi gibi gelişmelerle beraber bir dizi dönüşüm geçiren televizyon yayıncılığı için birçok iş modeli olanaklı hale gelmiştir. Bu yeni iş modellerinden biri olan ücretli internet televizyonları (SVOD) yayıncılık endüstrisini daha rekabetçi bir hale getirmenin yanı sıra herhangi bir içeriğin, herhangi bir yerde, herhangi bir cihaz aracılığıyla izlenmesini mümkün kılarak geleneksel izleme davranışlarını da değişime uğratmaktadır. Dünyada kullanımı giderek yaygınlaşan bu tür platformların geçtiğimiz iki yıl içinde Türkiye’de de yeni bir medya kültürünün oluşmasına zemin hazırladığı görülmektedir. Bu çalışma izleyiciyi odak noktasına alarak, SVOD sistemiyle çalışan ve Türkiye’nin ilk internet televizyonu olma misyonuyla kurulan BluTV platformu üzerinden Türkiye’de internet televizyonu izleme motivasyonları ve değişime uğrayan izleme davranışlarını bir kullanıcı deneyimi testi ile birleştirerek incelemeyi amaçlamaktadır. Araştırmada izleyici merkezli bir yaklaşım olan Kullanımlar ve Doyumlar yol gösterici bir model olarak ele alınmış, yeni motivasyonların keşfinin yanı sıra geleneksel televizyon izleme motivasyonlarının internet televizyonları için geçerliliği sorgulanmıştır. Araştırma kapsamında 10 katılımcı ile önce kullanıcı deneyimi testi yapılmış, ardından derinlemesine görüşmeler gerçekleştirilmiştir. Araştırma neticesinde geleneksel televizyon izleme motivasyonlarından rahatlama, kaçış ve sosyal etkileşim ihtiyaçlarının internet televizyonları için de geçerliliğini koruduğu tespit edilirken içerik, içeriği kontrol edebilme ve izleme zamanı ve yerini ayarlayabilme özgürlüğü kullanıcıları bir internet televizyonuna yönlendiren en önemli faktörler olarak tespit edilmiştir. İnternet televizyonlarında bireyselleşmiş bir izleme deneyiminin ön plana çıktığı tespiti ise araştırma sonucu elde edilen bir diğer önemli bulgudur.


Keywords: Kullanıcı Deneyimi, Kullanımlar ve Doyumlar, İnternet Televizyonu, İzleme Davranışları, Blutv

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