The Role of Internet Television in Local and International Media

Abstract

This study aims to comprehensively analyze the position of internet-based television broadcasting in the new media environment where digitalization is accelerating. In the article, the structural operations of digital broadcasting platforms such as IPTV, OTT TV, and YouTube, the diversity of services they offer, and the advantages they provide compared to traditional television broadcasting are examined with a multidimensional approach. In particular, Internet Protocol Television (IPTV) and Over-the-Top Television (OTT TV) systems are comparatively analyzed in terms of technical infrastructure, content presentation methods, and user experience; it is emphasized that IPTV is based on closed network systems controlled by internet service providers and telecommunications operators, whereas OTT TV delivers content without being dependent on any network provider. YouTube’s position in the context of OTT TV is evaluated especially in terms of advertising, target audience analysis, and content optimization within digital media strategies. Additionally, the study conducts a detailed literature review and examination of data concerning the development of internet television broadcasting in Azerbaijan within the framework of existing media regulations and legal infrastructure. In this context, based on the "Law on Media of the Republic of Azerbaijan," the structural and functional differences between traditional media and digital media are revealed; legal sanctions and control mechanisms faced by internet television channels according to their level of professionalism are analyzed. In conclusion, the article aims to reveal the position of internet television broadcasting within the new media ecosystem both locally and globally, and the potential future directions it may follow.