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Development of Mass Media in Kazakhstan Seksenbaev Uslam

MASS MEDIA IN KAZAKHSTAN
Pavlodar Pedagogical College named after B.Akhmetov

Mukanova B.T

a teacher of English, Master of humanitarian.

Summary

This article is devoted to models of change of media systems in Kazakhstan and abroad , that plays an important role in the process of the tendency of globalization. It is difficult to distinguish the mass and personal form of communications. But the consumption of new media has more individual and interactive character.

There are some questions around the liberalization and globalization of market information in the world. Media scholar Smith (1991) detailed the recent growth of giant global companies and implications of global development. Developments in communication theory were traced by Professor Stephen Littlejohn (1996). As the representatives of Journalism School and Faculty of Philology, Literary Studies and World Languages at Al-Farabi Kazakh National University our aim is to make the analysis of the traditional systems of mass communication and new media systems creating due to the technological innovations and the existing problems of new communication situations at the beginning of XXI century in the Republic of Kazakhstan. Besides being able to create some changes between the users of old communication systems and new media landscape, this integration process is working out on the basis of development connected with its technologies and information transfer systems. However, many researchers are trying to give the exact characteristics of new mass media, but there is no exact definition existing yet in the world. Firstly, they "are attached" to the screen. Secondly, they all offer the text, the sound, the video image, both the static picture, and moving images at the same time.
The degree of new media is interactive. "New media - the term meaning emergence of digital computer, information, network technologies and communications at the end of the XX century. V.N. Pavlenko (2012) argued that new mass media are any media production which is interactive and extended by digital methods".
The press and magazine, analogue radio and television are considered as the "old" mass media, new channels of delivering information and the information, based on a digitalization, are defined as "new media" in the space of extending media. One more suitable definition describes new media as "channels of digital communication in which the text, graphic and moving images, the sound are submitted in uniform "package" and have various modes of production, distributions, reception and storage of the final product".
The extending media space updates social climate in the society. So comparative analysis of features of media of consumption in Kazakhstan, carried out by Public fund "Strategiya" (December 2010 -2011) within the Eurasian Monitor project showed that to the most demanded media is - the TV, it is in each house, 91% - like to watch TV programs in Kazakhstan, 22% - read newspapers everyone or nearly every day. There is a high level of a demand of mobile phones - 86% respondents in the country, knowledge of computers (including laptops) - 52%, However an exit in Internet 35% of respondents who have the computer; indicator of connection to satellite TV - 29%, one third of respondents is connected to a cable TV. On a question: "What kind of informational sources you address to learn, first of all, about events in political, economic, cultural life"? - 64% of Kazakhstan citizens answered that they choose domestic TV. Kazakhstan citizens look for information in domestic newspapers andmagazines - 34% more often than respondents in other CIS countries.
In relation to further development the feature of new mass media lead to the change of communication character. New media increase the possibilities of both mass and personal character of communication. New mass media give the chance to carry out interpersonal communication. Besides, that global distribution of information and communication creates opportunities for free communication at different levels: vertical, horizontal, network, mass and individual.
Canadian radio - television and telecommunication commission gives the following definition to the new media: "Any media production which is interactive and extended by the digital methods". They also divide traditional and new media by criterion of availability and ways of delivering to the end user. According to the opinion of Commission, the Internet plays an important role in formation of new media because it allows the usage of transferring of certain information text, video, audio and images at the same time.
The use of new means of communication (NMK) gave the possibilities of acquiring world knowledge, provided access to the funds of libraries, universities, the museums, and accelerated both national and transnational information and cultural services. Unlike traditional mass media the “Internet” as the new means of communication gradually comes to different corners of the world, opening new opportunities for the development of economy, culture, education, science, and etc.
In Kazakhstan new media are actively developing that increase possibilities of new information technologies. The new information markets are forming, there are new independent mass media, Internet sites, portals, the international and domestic media organizations, the blog sphere, and social networks are roughly developing.
Zasursky focuses on the research into existing three aspects of development of new media, pointing out (a) possibilities of mass media at modern stage of development of information and communication technologies and the Internet, (b) traditional mass media in the conditions of "Internalization", (c) new mass media information while discussing the relationship of information society and new mass media. The researcher Balakhnin (2011) carries to new media: free platforms for the publication of materials, for example, Wikipedia; various services for stand-alone of blogs, such as World Press or Blogger; platforms to share a various content: YouTube- for video, Flicker - for photos, Slide share - for presentations; platforms for the organization of discussions, local forums; social networks: Facebook, LinkedIn,moimir, etc.; microblogs - Twitter, Pluck, etc.; aggregators of social information, for example, Friend Feed; live cast - the services, that allow to look and make comments on the air live broadcast of various events or programs (2011).
The huge territory of Kazakhstan promotes the development of satellite television. Kazakhstan spaceport "Baikonur" is the big help in this direction. It was possible due to satellite TV of system “Zharyk” ("Light") began to transfer TV programs from the northern and southern capital to all regions of Kazakhstan, and also cover a peripheral broadcasting part of Russia, Uzbekistan, China and Mongolia.
Conducting this research we have developed a hypothesis that Satellite, cable TV gives to Kazakhstan viewers various coverage of the international events via 100 and more channels: Asian, European, and American. Globalization of information process intensifies the development of economy, science, culture, education, increases interest to regional, local mass media and communication.
In accordance with the problem, aim, hypothesis and the subject of the research the following the important elements of communication technologies in Kazakhstan have been appeared. In June, 2006 the first Kazakhstan Kazsat-1 satellite was started. "Kazsat-2» was started in the middle of July, 2011 that provides the republic with satellite communication, and also digital television, broadcasting and telecommunication. And with start of "Kazsat- 3" in 2014 Kazakhstan won't be depended on foreign communication operators. Here we want to mention some rapid growth of 1) Internet, 2) blog sphere, 3) social media users and 4) media professions.
1. Internet users. There is a rapid growth of Internet users in Kazakhstan. From 2000 to 2009 the number of Internet users increased in Kazakhstan from 70 thousand to 2, 3 million people. At the beginning of 2011 according to the Ministry of Communications and RK information there were 4 million 300 thousand Internet users, already by the end of 2011 - there were 6,7 million Internet users in the country. By the end of 2013 the number of Internet users in Kazakhstan reached 11 million people.
For the last 4-5 years this process was considerably accelerated. In 2013 level of penetration of the Internet in Kazakhstan made 66% of the population, in 2011 this indicator - 45%. And five years ago, in 2008 the share of Internet users - 11%, in 2009 - 18%, in 2010 - 31, 6%.
2.Blog sphere users. Rapid development of a blog sphere is a striking example. According to forecasts of the analyst of Association of border cooperation M. Shibutov, the volume of Kazakhstan blog sphere by 2017 will reach - 1 personal Internet blog on 100 Internet users, by 2020 - 2 personal Internet blogs on 100 users. Average attendance of Kazakhstan Internet resources increases and in 2017 it will reach 40%, and by 2020 - 50%. Kaznet's most popular sites are: Kolesa.kz, Nur.kz, Zakon.kz and Tengrinews.kz, constantly hold the top places of a rating. Among foreign sites leaders in Kazakhstan are Mail.ru, Google.kz and Yandex.ru.
3.Social media users. The number of users of social media is growing, in 2012 they were - 5, 5 million people. Now in 2014 this figure, of course, is much more. According to data of 2013, Facebook became the most advanced social network in Kazakhstan, in contact is in the second place, and the third position belongs to a network of the microblogs Twitter. Though a year ago, in 2012 of preference of visitors of social networks of others were much less: active users of social networks in the country preferred "Moimir@mail.ru" - 62, 4% (the quantity registered in 2013 - 40 million People).On the second place - Schoolmates - 26% (43 million monthly visitors), "Vkontakte - 23%, Facebook of-12%, Twitter - 4%. Communication with friends, loading and viewing of photos, and also participation in different Internet communities, acquaintances to the purpose of increase in business contacts, any loading of multimedia files is the most widespread purposes of visiting the social networks.
4.Media professions. Due to the rapid development of the Internet, social networks the new media professions are coming into the world. So since 2010 SMM agencies declared themselves, social media managers (SMM - social media manager). On marketing leading companies, government put attention to bodies and banks which began to engage special employees for interaction with Internet audience turned taking out into Social media (social media), to resort to services of profile agencies. Speaking about the most actual SMM tools in Kazakhstan, it is possible to note that creation of a video content and the Facebook-applications" is widely popular. The leading expert on Kar-Tel LLP Internet communications K.Nurmugambetov considers that "The Internet is not only one of important instruments of communication, but also the alternative channel of sales which promotes increase in knowledge both real, and the potential clients about products and the company.

This tool is an excellent way of online support" (2012).
a)AC Kazakhtelekom is the leader in the market of telecommunications of Kazakhstan. Owning 73% of the Internet market and information communications, the company provides services of the broadband Internet under the Megaline trademark in all large cities and areas of the country (2012). "Megaline" is the main provider in the country and uses a national basic network, providing Internet access as to users directly, and to resellers. According to the company, in 2011 total number of subscribers of "Megaline" reached 2 697 032, from them 2 449 779 (91%) were users of the broadband Internet (2013).
b) The market of a mobile telephony is actively developing in the country. If in 2008 the total of the registered subscribers of cellular communication in Kazakhstan was 15, 9 million people, now 32 million subscribers of a mobile telephony.
c) According to experts, Kazakhstan cable network is actively developing. The first networks of a cable television in the territory of Kazakhstan began being created in the late eighties. Now in the territory of the republic of cable service television offer 40 operators of networks of a cable television, generally in the regional centers and in the large cities of the country. In the country there is a rapid development of system of a cable television where over 100 channels are provided to subscribers of this broadcasting type. In March, 2003 in Kazakhstan the Association of operators of cable TV was created.
d)As experts note, the market of paid television annually grows in Kazakhstan for 15-20% and in the next five years will increase to 1, 5 million subscribers. The cable broadcasting makes 4/5 markets of paid television. And the vast majority of them work at the local regional markets. Only two operators have branches in other cities: "Alma TV" relays in 17 cities of the country, "Alem Communications" in 9 cities of the republic.
e)Except a monthly fee operators have opportunity to gain income from advertizing activity where there is a steady tendency of growth. The market of TV advertizing in a year increases by 50%. In the large cities of Kazakhstan advertisers willingly resort to services of cable TV, whose audience intensively replenishes. The technology of a cable television allows accepting a set of programs from different satellites.
f)Modern achievements in the field of digital TV and radio broadcasting change process of world telecommunications. New opportunities of digital television and radio are supplemented with new opportunities: interactivity and multi-functionality. Now the broadcasting industry is presented by three main standards which are used for the organization digital broadcast.
Thus in the conclusion, the choice of a certain standard is defined individually by each country. Kazakhstan chose the European standard of a digital broadcasting. The major priority for Kazakhstan transition of the country to a digital broadcasting by 2015 that is caused by universal tendencies - the International Union of Telecommunication within the agreement "Geneva2006" a transition period (2007-2015) for introduction of a digital broadcasting.
Comprehensive analysis of the development of Mass Media in Kazakhstan allows to make up the following conclusions:
1)In the conditions of world media tendencies, such as: globalization, digitalization, multicultural orientation, questions of preservation of national cultural originality, specifics of spiritual culture, art, valuable norms of social life during a globalization era become actual.
2)Development of society becomes more dynamic, mobile due to inter activity, efficiency, availability of information and communication, and NMK play an important role in the process of integration.
3. In Kazakhstan, as well as in many countries communication technologies which are the engine of development of modern society roughly developed. Informational and technological revolution intensified introduction and development of global mass media, in Kazakhstan the satellite, cable television, a mobile telephony, a digital broadcasting extends quickly, the Internet, social networks actively develops, the number of Web editions, information multimedia of resources grows, fiber-optical communication, paid video gains quickly develops.
1)Social and economic changes of the Kazakhstan society defined the direction of development of the information technologies; new media of the country availability of information and communication, and MMK play in it an important role.
2)Development of national policy in the field of the information industry can be considered as an important component of development of the country and its entry into the international informational space.
3)Informational industry passes on the new quantitative and qualitative degree. Electronic media of Kazakhstan are the first to react to time challenge; it changes its policy trying to match with the new increased requirements. Social economic changes of Kazakhstan society have defined development of the republic’s new mass media. The policy of openness and cooperation gives opportunity to create new communicational ways, to open new informational perspectives and that is where mass media plays an important role.
Now the choice of a certain standard should be based on a State program "Information Kazakhstan-2020" On November 27, 2012 the government of the country approved the project of this program. According to the Minister of Transport and communications of RK of AskarZhumagaliyev: "The program is directed on introduction of info- communicational technologies in all spheres of economy. It will allow solving problems of increasing system effectiveness of public administration, promoting development of domestic information space. The project of the program provided further introduction of modern technologies of communication, digital television, transfer of the state services to an electronic format by 2014, active application of new technologies in medicine, education and other spheres".

So we think that this program promotes creation of the open informational environment for social, economic and cultural development of the Kazakhstan society. In future Kazakhstan TV channels will become available in the territory of 110 countries and the quantity of mass media on the Internet will make 95% of their total. By 2020 the number of subscribers of a national satellite network has to reach 1 million people. Within last two years specialized new channels were started such as: "Balapan" (The children's channel), "Bilim" (Knowledge), "24.kz".Such kind of new TV channels will gradually grow in Kazakhstan, developing highly specialized republican and regional teleformats. New courses and subjects which reflect media need for today’s experts’ necessity of training of the multimedia journalists will be studied at the schools of journalism such elective (selective) disciplines as: "New media in the world and in Kazakhstan", "Development of new information technologies and mass media".
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