masobrivi komunikaciebi masobrivi auditoriis gemovnebas ergeba da iwyeba samamulo produqciis importirebuli `maskulturiT~ Canacvlebis procesi. saganmanaTleblo da SemecnebiTma programebma naklebprestiJul dros gadainacvla an saerTod moixsna eTeridan. maT reklama ar yidulobda da, Sesabamisad, reitingisaTvis wamgebiani aRmoCnda. reitingi ki mauwyeblobis formirebis gadamwyvet faqtorad iqca.[3]
reitingisTvis brZolas igebs is, vinc ukeTesad arTobs da is, visi miwodebuli informaciac ufro axlos dgas sinamdvilesTan, is, visac uaxlesi teqnologiebis swrafi danergvis saSualeba aqvs. Sesabamisad, izrdeba satelevizio produqtis myidvelTa ricxvi da Tavisuflebis xarisxic, vinaidan komunikaciaTa WeSmarit Tavisuflebas mxolod sabazro urTierTobebi uzrunvelyofs.
qarTul telesivrceSi dRes arsebul satelevizio marTvis modelTa Soris sxvaoba ramdenime aspeqtiT ganisazRvreba. umTavresi da ganmsazRvreli maT Soris telearxis dafinansebis wyaroa, vis interesebs gamoxatavs igi da ra tipis mauwyeblobas eyrdnoba, ra urTierTobebi yalibdeba televiziasa da kulturas Soris.
msoflio samauwyeblo sivrceSi Camoyalibebuli sami wamyvani modeli _ komerciuli, sazogadoebriv-saxelmwifoebrivi da totalitaruli _ droTa ganmavlobaSi Seicvala da Tanamedrove etapze gacilebiT konkurentunariani Sereuli tipis mauwyebloba aRmoCnda.[4] sazogadoebrivi mauwyeblis da komerciulis urTieTqmedebam bunebrivi maregulireblis funqcia Seasrula. qarTul samauwyeblo sivrceSi ZiriTadad komerciuli da saxelmwifo dafinansebaze myofi telearxebi funqcionirebs, Tumca isinic kargaven mkveTr konturebs. televiziis subieqti sazogadoebaa da dRevandel etapze umTavresi xdeba gamoxatavs Tu ara is am sazogadoebis interesebs, Tu nomenklaturuli televiziis tradiciebis gamgrZeleblad iqceva. am TvalsazrisiT gacilebiT did xifaTs Seicavs da zemoqmedebis mZlavr berketebs igdebs xelT is komerciuli arxi, vinc am funqcias sakuTar Tavze aiRebs.
saxelmwifo televizia iseTi, rogorsac amas dasavleT evropa icnobs, sadac programaTa sufsidirebas mayurebeli yovelTviuri saabonento gadasaxadiT axdens, ekrans reklamis ganTavsebis aucileblobisagan aTavisuflebs da saSualebas iZleva sazogadoebis moTxovnebi gaiTvaliswinos. amerikaSi sazogadoebriv televizias dafinansebis sxvadasxva wyaro aqvs: sauniversiteto da municipaluri Senatanebi, saqvelmoqmedo Semowiruloba da reklama (PBS). gansxvavebiT sxva demokratiuli qveynebisagan saqarTveloSi ar muSaobs sazogadoebis devizi `me Tqven garCenT, Sesabamisad, me var damkveTi~. sazogadoebrivi mauwyebeli rogorc warsulSi, aseve dResac arc saabonento gadasaxadiT da arc reklamiT ar finansdeba. formaciaTa cvlam arsebiTi kvali verc Tavisuflebis xarisxze datova, verc teqnikur da verc mxatvrul-esTetikur mxareze aisaxa. is im erTgvar somnambulur mdgomareobaSi rCeba, romlisTvisac ucxoa `awmyo~-s gacnobiereba da miT ufro sareitingo brZolaSi Cabma. konkurenciis gareT darCenils mayureblis gareSe darCena emuqreba. sakadro politikaSi reformaTa warumateblobis mizezi arasdros ar aris direqtorati, vinaidan ara adamianebi gansazRvraven am sistemas, aramed Tavad sistema ikrebs im adamianebs, romlebSic maTi interesebis Sesabamisi Tvisebebi formirdeba. nomenklaturuli televiziis upirvelesi nakli misi saxelmwifo kuTvnilebaSi arsebobaa.
aTwleulebis manZilze am tipis mauwyeblobaSi informacia faqtebisgan damoukideblad arsebobda da `faqtebs~ kategoriulad ekrZaleboda wamyvan msoflmxedvelobasTan dapirispireba. sinamdvile ekranze nakleb gavda im sinamdviles, romelic ekrans miRma arsebobda, nebismier dros SesaZlebeli iyi eTeridan, Tundac popularuli gadacemis moxsna ideologiuri momentebis gamo (es procesi CvenTan araerT komerciul arxzec aris SesamCnevi, dawyebuli politikuri debatebis, Toq-Souebis moxsnidan, damTavrebuli saerTod arxis daxurviT) da es yvelaferi, rogorc wesi, `saSualo mayureblis~ (abstraqtuli simbolo) saxeliT xdeboda, rodesac ara Tu calkeuli mayureblis an Tundac jgufis, aramed umravlesobis azrsac ki mniSvneloba ar hqonda. aRniSnuli tradicia dRemde grZeldeba da misi mizezebi ara SemoqmedebiTi kadrebis an Tanamedrove teqnologiebis simwirea, aramed sistema. telemarTvis is moZvelebuli modeli, romelic satelevizio arxs telesivrceSi damkvidrebisaTvis, konkuretunarian garemoSi reitingisaTvis brZolaSi monawileobis uflebas arTmevs.
[3] Вартанов А.С. Актуальные проблемы телевизионного творчества, Мосслва, 2003 г.
[4] Жост Ф. Телевидение на границах реальности, www. Kinozapiski.ru
naSromis mizania qarTul samauwyeblo sivrceSi arsebuli satelevizio marTvis modelebis principebisa da Taviseburebebis kvleva. ganapirobebs Tu ara esa Tu is modeli ama Tu im arxis konkurentunarianobas? rogoria Tanamedrove saeTero politika da ra gansazRvravs satelevizio arxebis sareitingo Skalas? ras niSnavs iyo aqtualuri? rogoria sainformacio saeTero politikisa da kulturis xarisxi?