Minister of Information Galit Distel Atabrian says on Channel 14 that "Channel 13 is aiming for one of us to get shot", on March 16, 2023 (Channel 14)
Much has been written in this section in recent weeks about the dramatic changes in viewing habits, when according to the data, the new viewers of Channel 14 come from Network 13 and are also new.
But what do we know about the nature of their viewing, and what will the media map look like, at least from an academic point of view, in a few years?
Dr. Nissim Katz, an expert in media and politics, Kinneret Academic College, answers several questions, and provides his own decisive diagnosis: "As minor channels grow at the expense of the major channels, it will be possible to see the collapse of one of the major ones, so that in the future we will see a consolidation of channels or the disappearance of One of them.
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1) Who are the new entrants to channel 14?
The average viewer was afraid to say that he watched the channel because it was not considered socially appropriate and in addition he did not watch the channel, because the channel is considered a niche channel and as one that serves a right-wing-Likudist-Bibiist agenda
The new viewers of Channel 14 are divided into two types of audiences: the first type is a soft-right audience that is generally fed up with the mainstream media, because it perceives it as biased towards left-wing views (like Channel 13), but until now has been quite afraid to make the switch to Channel 14 He was afraid to say that he watches the channel because it is not considered socially appropriate and in addition he did not watch the channel, because the channel is considered a niche channel and one that serves a right-wing-Likudist-Bibiist agenda.
As soon as the Likud won the elections and formed a full-fledged right-wing government, and as soon as this audience gained confidence, it allowed itself socially and personally to watch Channel 14. In other words, the first parameter in the transition of an audience from Channel 13 to Channel 14 is social acceptance and desire and the effect of joining the upward trend in the channel's viewing.
The second type is a left-wing audience that wants to see what's going on on the channel in terms of "know the enemy".
That is, as soon as the right won and the channel is gaining momentum, there is an audience of the left who watches the channel but as subversive viewing, just like right-wingers who read "Haaretz" or watch "Olan Shishi" who are perceived by right-wingers as leaning to the left.
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More men, more from the center
What is the socioeconomic profile of the viewers?
According to an analysis by the Israeli Rating Committee, men watch the channel more than women.
Men are more than 57.2% of the viewers and women 42.8%.
Most of the viewers are religious and traditional - about 68%.
Seculars are only 32% of the channel's viewers.
The absolute majority of viewers are relatively older between the ages of 35 and 65, about 55%.
A surprising figure is that Channel 14 has a lot of viewers who live in the center and Tel Aviv, about 65.3% compared to 7.1% in Jerusalem for example.
From the channel's campaign (photo: Public Relations)
2) Why now?
If until now the mainstream audience had a somewhat complex thinking about various issues in Israeli society, the reform has turned thinking into a "for or against" binary, so that the media is a mirror of society
There are many reasons for this.
First
, the political polarization in Israeli society that is getting sharper in light of the legal coup.
If until now the mainstream audience had a somewhat complex thinking about various issues in Israeli society, the reform has turned thinking into a "for or against" binary, so that the media is a mirror of society.
The television audience converges on opinions that suit them and is exposed to values that suit them more according to the polarization.
This is called "selective exposure" - the people are exposed to the opinion they support, therefore the opinion is decisive and determined. I will watch what suits me and my sound box, that is, right-wing audiences will watch more on Channel 14 because they will find support for their opinions there.
The polarization of the viewing of the Israeli audience is a mirror image of the polarization of the Israeli society.
As this polarization increases, we will also see a convergence around politically designated channels, such as in the United States where CNN is more for a Democratic audience and Fox News for a Republican audience.
, the audience today is looking for action and catchy and simple messages, and in this sense, Channel 14 makes good television full of action.
They give a television show sometimes full of humor and most importantly a popular show.
Thirdly
, the channel produces an alternative that is both conscious and presents in a way that is different from the other channels, one that allows other voices from the right to be expressed directly and not indirectly.
Fourth
, politicians from the Likud proactively call their audience to watch the channel.
In addition, campaigns are being invested such as the "Don't Silence Us" campaign in the last election against Yair Lapid's petition to the Election Commission to close the channel on the grounds that it is political, and the campaign released this week heralding the increase in the channel's rating.
Right-wing, not Trumpist.
Fox News (Photo: screenshot, Fox News)
3) Does channel 14 have a glass ceiling?
The channel will have a right after Idan Bibi, only if it becomes a distinct right-wing channel.
That is, the less he is around a candidate but around an ideology he has a chance.
Like the Fox News channel in the United States
The channel is currently Bibisti net.
Does it have a glass ceiling and will it have the right to exist even after Netanyahu's departure from the arena.
Good question.
At the moment he does not have a glass ceiling and he can overtake Channel 12 if he continues this trend, because the majority of the mainstream audience is on the right politically.
But all this is true only for actuality.
The channel is very weak in other segments, for example prime time entertainment or information and investigative programs.
At the moment, it doesn't seem like there will be a competitor for satire like "Amazing Country" or "Ninga Israel" on channel 14 or even, unfortunately, an investigative program like "Ovda".
where the big money is.
The channel's ability to survive is to attract large advertisers over time, and currently the channel is not attractive enough for them.
In addition, the channel must include more left-wing people in its programs not only as a political decoration but as a content and ideological backbone.
And also strong celebs who will attract more audiences.
The channel will have a right after Idan Bibi, only if it becomes a distinct right-wing channel.
That is, the less he is around a candidate but around an ideology he has a chance.
Like the Fox News channel in the United States.
Channel 14's "fact"?
Probably not soon (Photo: Keshet 12)
4) Against the background of the concern on Channel 14, to what extent is there room for another right-wing channel?
Recently, Karai hinted that as part of the reform he will launch, a license will be given to anyone who wants to broadcast news, and this threatens Channel 14 as a "monopolist" on the right.
The television market in Israel is too small.
If you take into account that other channels have understood the matter and are introducing more right-wing actors into their programs, such as the brilliant transition managed by Ayala Hasson's CEO Golan Yochapaz to Channel 11. What will be seen is actually a shrinking television market and the rise of Channel 14 at the expense of the others or a merger of channels.
As Israel becomes more capitalist and more polarized, we will see commercial channels that are based on ideological extremism and less channels that want to strive for consensus, just like Democrats in the United States watch CNN and read the New York Times and Republicans watch Fox News and read the Washington Post.
5) What trends can we expect going forward?
Dr. Nissim Katz (Photo: Public Relations)
It is possible to expect the continuation of the trend of social polarization which will affect television polarization, i.e. an attraction to the extremes.
An increase of clear ideological channels and a decrease of channels that choose ideological ambiguity.
Israel is going in the direction of channels that are clearly politically colored but also transparent.
In general, the Israeli media market is small in terms of the advertising market and the coverage is short.
As minor channels grow at the expense of the major channels, it will be possible to see the collapse of one of the major ones so that in the distant future, in my estimation, we will see a consolidation of channels or the disappearance of one of them.
In any case, the media market requires far-reaching reform and the unification of the Second Authority for Television and Radio with the Cable and Satellite Council in light of the trends of the rise of streaming and the changes in viewing habits in the multi-channel era.
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