A comparative analysis of national television channel brand positionings

This study aims to analyze the brand positions of the most-watched television channels as of 2022, which hold a significant place in the media platform, by comparing perception maps based on how they are perceived in terms of specific characteristics. According to the descriptive statistical results, none of the channels identified as the most-watched in 2022 were perceived as "Informative, Educational-Instructive, Colorful-Lively, and Family-Friendly." Among the channels included in the study, one channel is perceived as "Reflecting Real Agenda, Transparent, Unbiased, High-Quality Programs, Reflecting Its Own Culture," two channels as "Entertaining and Reliable," and four channels as "Modern." The comparison of brand positioning of these channels in relation to these characteristics was determined on a four-segment structure on a spatial map obtained from the analyses based on perception maps in dual dimensions as "Informative and Educational-Instructive," "Colorful-Lively and Transparent," "Unbiased and High-Quality Programs," "Reflecting Its Own Culture and Modern," "Reflecting Real Agenda and Family-Friendly," and "Entertaining and Reliable." In the competition among TV channels, it is recommended that they consider the viewer market based on the results obtained from this comparison and develop their brand positions according to these characteristics.