President of the Alliance of Regional Mass Media Yerzhan Seitkazinov: according to the forecast of this year, 2018, Internet advertising will be ahead of the radio, the press and will be about 3 billion 250 million tenge. This is forecast data.

"Internet advertising was in last place with 2 billion 850 million tenge, but according to the forecast of this year, 2018, it will outrun the radio, press and will be about 3 billion 250 million. This is forecast data," said the president of the Alliance of Regional Media Yerzhan Seitkazinov at the Regional Media Forum.

According to the speaker, 2,890 media outlets were registered in Kazakhstan in 2017, 77% of which are from regions, i.e. more than 2/3 are regional media. At the same time, the market as of 2017, the entire advertising market is about 34 billion tenge. This is the market of private business, private media market. Traditionally TV advertising - 21.5 billion.

“Considering that the main share is television advertising and 91% are national TV channels and only 8.5% are regional TV channels, although 77% of all media are regional, there is such a big disproportion,” the speaker emphasized.

However, he noted that there is a growth dynamics over the past three years.

“TV advertising is still growing and this year it will grow by an order of 2.5-3 billion tenge. If we compare it with 2016, it will be about 4 billion tenge, ”he explained.

Yerzhan Seitkazinov also noted that “unfortunately, this market of state funding is not being studied much”.

The speaker cited data from the Legal Media Center for 2016. According to their analysis, in 2016 the state order amounted to 53 billion tenge. About 34 billion is a private one and about 53 billion is a state order. These are approximate, approximate, taken from the portal of public procurement.

“Only 20% is accounted for by regional mass media, basically this is the share of the regional budget of local executive bodies. Again disproportion. Probably, there is a strong underfinancing, ”concluded the President of the Alliance of regional media.

The regions have a task - how to fight for national funding. Not only for the state, but also for the private business market. The task is not solved yet.

The regional media alliance has its own vision on this, its ideas that I would like to offer in general to all regions.

“The mission of the Alliance is the cooperation of all regions. The cooperation will help in obtaining investments and in the further development of regional media. The first idea is that there are regional media outlets that sell TV and the Internet, but there are no significant players who were able to combine the regions and help them with sales, there are no such players in Kazakhstan yet. Some center is needed on the basis of which you can create promotional offers. In Kazakhstan, TNS in the person of Tatyana Startseva makes them, but the company is state-owned and regional media resources cannot order this analytics. If it was a large union, they might have worked through some proposals, options, so that their policies could go to the regions. And then large multinational companies could look in the direction of the regional media, ”believes Yerzhan Seitkazinov.

Also state funding.

“If there was any package for the central authorities to work with the regions, this is one of the solutions. If there were high-quality content, it would facilitate the development in obtaining some kind of technology. This is not the task of a single day, it is the task of the regions and the relevant department to develop regulations, to consider subsidizing and producing content for regional media. This will help the regions to develop and work with better content. But it is also a question of national security. It is known that a number of regions very heavily consume foreign content. For example, Northern Kazakhstan consumes Russian content, because there the resources are more technological and the content itself is provided in an interesting way. If the state helped subsidize the regions, they could create content for their local user, ”is the second idea of ​​the Alliance of regional media.

“I hope that the Alliance together with the regional media will be able to work out further solutions on these issues and further develop,” concluded Yerzhan Seitkazinov.