Digitalization of public broadcasting: The strategic role and development potential of Tabii platform

This study analyzes TRT's digital broadcasting platform Tabii within the framework of public service broadcasting principles. Public service broadcasting, based on the principles of impartiality, universality, and public interest, has undergone significant transformations during the digitalization process. The study highlights how digitalization has fundamentally changed media consumption habits and how Tabii responds to this shift by developing a user-friendly infrastructure and content strategy. Tabii stands out with its locally focused productions aimed at promoting Turkey's cultural and historical heritage on an international scale. It appeals to a broad audience with its children's programs, family-friendly content, and multilingual subtitle options. The research evaluates Tabii's alignment with digital public service broadcasting principles while addressing deficiencies in content diversity, impartiality, and international accessibility. Comparisons with international public broadcasting platforms such as BBC iPlayer, France.tv, and ARD Mediathek reveal Tabii's strategic distinctions and growth potential. Tabii's strengths include its mission to promote local cultural heritage, AI-supported recommendation systems, and user-friendly interface. However, to enhance its global competitiveness, improvements are needed in content diversity, technological infrastructure, and innovative content production. In conclusion, Tabii represents a significant example of digital public service broadcasting. Nevertheless, to achieve sustainable success, the platform must continue strategic development processes and adapt to evolving audience needs in the competitive global digital media landscape.