Post-Independence Azerbaijani Television: Evolving Media Structures and Challenges Faced

Abstract

This article comprehensively addresses the challenges, opportunities, and proposed solutions faced by Azerbaijani television channels in the post-independence period. Since the mid-20th century, television has undergone a profound transformation with digitalization and new technologies. In Azerbaijan, this transformation has been shaped by the rapid advancement of digital broadcasting and developments such as internet-based broadcasting (IPTV and OTT). However, this process has encountered significant barriers such as infrastructure deficiencies, financial challenges, and a lack of digital literacy. Local television channels, in particular, are struggling to invest in digital technologies and facing financial difficulties in transitioning to HD broadcasting. Furthermore, the article emphasizes the need for the development of digital skills among media professionals and the widespread dissemination of digital literacy training. Digital divide is exacerbating inequalities between rural and urban areas, limiting television's role in fostering social integration. The study employs a scanning method to review existing literature, access current statistics on the subject, and conduct an in-depth evaluation based on these data. Proposed solutions include creating alternative revenue models to ensure financial sustainability, increasing cultural and educational content, strengthening the presence on digital platforms, and promoting the widespread implementation of data journalism practices. Additionally, it is highlighted that the government should develop incentive policies for the television sector. The smooth operation of the digitalization process will allow Azerbaijan's media sector to become more competitive, accessible, and sustainable on a global scale.