{"id":721,"date":"2019-02-09T11:13:02","date_gmt":"2019-02-09T10:13:02","guid":{"rendered":"http:\/\/redaktori.com\/?p=721"},"modified":"2019-02-09T11:13:02","modified_gmt":"2019-02-09T10:13:02","slug":"media-mania-si-ndahet-torta-e-milionave-rezistojne-televizionet-interneti-fundos-printin","status":"publish","type":"post","link":"https:\/\/redaktori.com\/?p=721","title":{"rendered":"Media mania, si ndahet torta e milionave! Rezistojn\u00eb televizionet, interneti \u201cfundos\u201d printin"},"content":{"rendered":"

Ngadal\u00ebsimi i tregut t\u00eb reklamave nuk po e ndal \u201cluft\u00ebn\u201d mediatike, p\u00ebrkundrazi. Televizione t\u00eb reja informative po hapen, nd\u00ebrsa gara mes atyre ekzistues \u00ebsht\u00eb forcuar ndjesh\u00ebm, ndon\u00ebse shum\u00eb pak arrijn\u00eb t\u00eb jen\u00eb fitimprur\u00ebs. Printi po shkon drejt vdekjes s\u00eb ngadalt\u00eb, teksa sh\u00ebnjestron nj\u00eb grupmosh\u00eb relativisht t\u00eb vjet\u00ebr, q\u00eb nuk \u00ebsht\u00eb b\u00ebr\u00eb ende e varur nga interneti. Mediat online veprojn\u00eb n\u00eb nj\u00eb mjedis kaotik dhe reklamat n\u00eb k\u00ebt\u00eb segment, pas rritjes s\u00eb shpejt\u00eb vitet e fundit, tashm\u00eb rrezikojn\u00eb r\u00ebnien. Sa qarkulloi tregu i reklamave n\u00eb vitin 2017, sipas t\u00eb dh\u00ebnave nga bilancet zyrtare dhe si vler\u00ebsohet ai n\u00eb 2018-n, bazuar n\u00eb monitorimet e sekondave televizive e sip\u00ebrfaqeve n\u00eb print e online\u2026<\/strong><\/p>\n

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Nga Ornela Liperi<\/strong><\/p>\n

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Mediat dhe tregu i reklamave po ecin n\u00eb dy drejtime t\u00ebr\u00ebsisht t\u00eb ndryshme. N\u00eb tregun mediatik, konkurrenca \u00ebsht\u00eb shtuar. Gara mes televizioneve \u00ebsht\u00eb ashp\u00ebrsuar, me emisione politike, programe arg\u00ebtimi e humori, seriale e telenovela q\u00eb konkurrojn\u00eb n\u00eb \u00e7do orar t\u00eb dit\u00ebs e t\u00eb nat\u00ebs. Televizione t\u00eb reja, me fokus informativ, po vijojn\u00eb t\u00eb hapen edhe nga marka nd\u00ebrkomb\u00ebtare. E gjitha kjo p\u00ebr t\u00eb t\u00ebrhequr v\u00ebmendjen e nj\u00eb audience q\u00eb \u201chutohet\u201d me smartphone, Netflix, YouTube e zgjidhje t\u00eb tjera teknologjike q\u00eb sa vijn\u00eb e shtohen.<\/p>\n

Gazetat, prej disa vitesh, jan\u00eb n\u00eb agoni dhe me titujt p\u00ebr pensionet, apo pronat, sh\u00ebnjestrojn\u00eb nj\u00eb grupmosh\u00eb relativisht t\u00eb vjet\u00ebr, q\u00eb nuk \u00ebsht\u00eb b\u00ebr\u00eb ende e varur nga interneti. Mediat online v\u00ebrtet jan\u00eb n\u00eb lul\u00ebzim, por veprojn\u00eb n\u00eb nj\u00eb mjedis t\u00eb parregulluar dhe luftojn\u00eb me \u00e7do kusht dhe shpesh jasht\u00eb \u00e7do etike p\u00ebr t\u00eb rr\u00ebmbyer nj\u00eb klikim m\u00eb shum\u00eb, nd\u00ebrsa reklamuesit po b\u00ebhen p\u00ebrzgjedh\u00ebs edhe me k\u00ebt\u00eb segment q\u00eb vet\u00ebm dy vjet m\u00eb par\u00eb, ishte n\u00eb rritje t\u00eb shpejt\u00eb, duke rrezikuar t\u2019i \u201cbraktisin\u201d shum\u00eb shpejt.<\/p>\n

N\u00eb kahun tjet\u00ebr, reklamuesit, ata q\u00eb u japin mediave ushqimin e tyre t\u00eb p\u00ebrditsh\u00ebm (t\u00eb ardhurat) po shkurtojn\u00eb ndjesh\u00ebm buxhetet e marketingut, t\u00eb parat q\u00eb priten n\u00eb koh\u00eb krize. Kompanit\u00eb e celular\u00ebve, reklamuesit m\u00eb t\u00eb m\u00ebdhenj historik\u00eb, dy vitet e fundit kan\u00eb rezultuar me humbje, duke reduktuar fondet q\u00eb kanalizojn\u00eb n\u00eb media. Bankat, t\u00eb z\u00ebna me proceset e shitblerjeve, po rrin\u00eb gjithashtu n\u00eb heshtje. Me ecuri m\u00eb pozitive \u00ebsht\u00eb segmenti i tregtis\u00eb me pakic\u00eb, supermarketeve, ushqimeve e pajisjeve elektrosht\u00ebpiake.<\/p>\n

Prej disa vitesh, tregu i reklamave n\u00eb vend vler\u00ebsohet i mb\u00ebrthyer n\u00eb shifrat e 37-39 milion\u00eb euro n\u00eb vit, ku pesh\u00ebn kryesore e z\u00ebn\u00eb televizionet, me rreth 70% t\u00eb totalit. Ato po arrijn\u00eb t\u00eb rezistojn\u00eb me nj\u00eb luhatje prej rreth 3% n\u00eb vit, her\u00eb n\u00eb rritje e her\u00eb n\u00eb r\u00ebnie, duke u p\u00ebrmir\u00ebsuar n\u00eb 2018-n, pas r\u00ebnies s\u00eb sh\u00ebnuar n\u00eb 2017-n. Me tkurrje dyshifrore dhe pa shpres\u00eb \u00ebsht\u00eb shtypi i shkruar, q\u00eb po bie vazhdimisht nga konkurrenca e fort\u00eb q\u00eb po vjen nga mediat online, nd\u00ebrsa si reklamues besnik\u00eb u kan\u00eb mbetur vet\u00ebm kompanit\u00eb q\u00eb jan\u00eb pjes\u00eb e grupit p\u00ebrkat\u00ebs mediatik. Mediat online i jan\u00eb g\u00ebzuar vitet e fundit zhvendosjes s\u00eb reklamuesve nga printi, por n\u00eb 2018-n duket se edhe ky segment ka arritur pik\u00ebn e maturimit, duke ngadal\u00ebsuar ndjesh\u00ebm ritmet e rritjes, madje duke shfaqur edhe r\u00ebnie. Reklamat Outdoor e mor\u00ebn leht\u00eb veten n\u00eb 2018-n, pas r\u00ebnies n\u00eb 2017-n.<\/p>\n

\u201cDuke pasur parasysh sken\u00ebn e tejmbushur t\u00eb medias shqiptare dhe tregun e vog\u00ebl t\u00eb reklamave n\u00eb vendin ton\u00eb, \u00e7\u00ebshtja e shp\u00ebrndarjes s\u00eb reklamave n\u00eb t\u00eb v\u00ebrtet\u00eb \u00ebsht\u00eb \u00e7\u00ebshtje e mbijetes\u00ebs s\u00eb vet\u00eb medias\u201d, thot\u00eb Remzi Lani, drejtori i Institutit t\u00eb Medias, q\u00eb bashk\u00ebpunoi n\u00eb p\u00ebrgatitjen e k\u00ebtij raporti.<\/p>\n

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TREGU I REKLAMAVE 2017-2018<\/strong><\/p>\n

N\u00eb total, tregu i reklamave n\u00eb vend, n\u00eb vitin 2017, vler\u00ebsohet t\u00eb ket\u00eb arritur n\u00eb rreth 37 milion\u00eb euro, me nj\u00eb r\u00ebnie prej 6%, duke sh\u00ebnuar performanc\u00ebn m\u00eb negative t\u00eb viteve t\u00eb fundit. T\u00eb ardhurat e televizioneve, gazetave, kompanive outdoor sh\u00ebnuan r\u00ebnie, radio u rrit leht\u00eb, nd\u00ebrsa vet\u00ebm segmenti online sh\u00ebnoi zgjerim dyshifror.<\/p>\n

\u201cMonitor\u201d e ka b\u00ebr\u00eb vler\u00ebsimin e tregut t\u00eb reklamave p\u00ebr 2017, duke u nisur nga tregues direkt\u00eb t\u00eb matur nga disa drejtime:<\/p>\n

-t\u00eb ardhurat e kategorive kryesore t\u00eb tij, televizioneve, shtypit t\u00eb shkruar, outdoor dhe online, t\u00eb matura n\u00eb pjes\u00ebn kryesore nga xhiro q\u00eb aktor\u00ebt kryesor\u00eb kan\u00eb deklaruar n\u00eb bilancet e tyre t\u00eb dor\u00ebzuara n\u00eb Qendr\u00ebn Komb\u00ebtare t\u00eb Biznesit (QKB).<\/p>\n

-shpenzimet e kompanive kryesore p\u00ebr marketing, kryesisht telekomunikacione, banka, produktet q\u00eb l\u00ebvizin shpejt nga rafti (FMCG), sipas raportimeve t\u00eb detajuara n\u00eb bilancet p\u00ebrkat\u00ebse.<\/p>\n

P\u00ebr vitin 2018, vler\u00ebsohet se tregu ka sh\u00ebnuar p\u00ebrmir\u00ebsim t\u00eb leht\u00eb, i udh\u00ebhequr nga rritja e reklamave n\u00eb televizione. Gazetat kan\u00eb vijuar me r\u00ebnien dyshifrore, nd\u00ebrsa segmenti i internetit ka ngadal\u00ebsuar ndjesh\u00ebm ritmet e rritjes, duke sinjalizuar se po arrijn\u00eb n\u00eb pik\u00ebn e ngopjes, duke rrezikuar r\u00ebnien. N\u00eb total, tregu vler\u00ebsohet t\u00eb jet\u00eb rritur n\u00eb 2018-n me rreth 5-7%, duke arritur s\u00ebrish n\u00eb nivelin e 39 milion\u00eb eurove.<\/p>\n

Vler\u00ebsimi i vitit 2018 \u00ebsht\u00eb b\u00ebr\u00eb duke u bazuar n\u00eb sasin\u00eb e sekondave (nj\u00ebsi shitjeje e televizionit) t\u00eb reklam\u00ebs t\u00eb transmetuar n\u00eb mediat televizive, sip\u00ebrfaqes (n\u00eb cm\u00b2) n\u00eb shtypin e shkruar, online (px\u00b2) dhe n\u00eb outdoor (m\u00b2) sipas t\u00eb dh\u00ebnave t\u00eb siguruara nga kompania monitoruese Idra Media (t\u00eb dh\u00ebnat e sakta, sipas bilanceve t\u00eb raportuara nga televizionet, radiot, kompanit\u00eb outdoor jan\u00eb t\u00eb disponueshme vet\u00ebm pas korrikut 2019).<\/p>\n

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Televizioni<\/strong><\/p>\n

-Nga deklarimet n\u00eb bilanc t\u00eb televizioneve kryesore n\u00eb vend, vler\u00ebsohet se t\u00eb ardhurat e k\u00ebtij segmenti ishin 29 milion\u00eb euro, n\u00eb vitin 2017, me nj\u00eb r\u00ebnie prej 6.5% me baz\u00eb vjetore, duke iu kthyer r\u00ebnies pasi kishe sh\u00ebnuar rritje p\u00ebr dy vite radhazi. Televizionet komb\u00ebtare sh\u00ebnuan t\u00eb gjitha tkurrje, nd\u00ebrsa m\u00eb e mir\u00eb ishte performanca p\u00ebr kanalet informative.
\nP\u00ebr vitin 2018, vler\u00ebsohet se tregu ka sh\u00ebnuar ecuri m\u00eb pozitive, me nj\u00eb rritje prej 7-10%, duke u ngjitur s\u00ebrish n\u00eb nivelin e 31 milion\u00eb eurove, teksa monitorimet e Idra Media tregojn\u00eb rritje t\u00eb ndjeshme t\u00eb sekondave t\u00eb reklamave t\u00eb transmetuara n\u00eb televizionet kryesore nga dy kategori kryesore, telefonia celulare dhe tregtia me pakic\u00eb.<\/p>\n

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Shtypi i shkruar<\/strong><\/p>\n

-T\u00eb ardhurat e shtypit t\u00eb shkruar vler\u00ebsohen n\u00eb rreth 1.8 milion\u00eb euro n\u00eb vitin 2017, me nj\u00eb r\u00ebnie vjetore t\u00eb fort\u00eb prej 18%, n\u00eb baz\u00eb t\u00eb t\u00eb ardhurave t\u00eb deklaruara n\u00eb bilanc nga mediat kryesore n\u00eb vend dhe monitorimeve nga Idra Media. P\u00ebr her\u00eb t\u00eb par\u00eb n\u00eb vitin 2017, reklamat online i tejkaluan ato t\u00eb shtypit t\u00eb shkruar, n\u00eb nj\u00eb tendenc\u00eb q\u00eb tashm\u00eb duket e pakthyeshme.
\nTkurrja e shtypit t\u00eb shkuar ka vijuar me ritme dyshifrore edhe n\u00eb vitin 2018, sipas monitorimeve t\u00eb Idra Media, teksa tregu vler\u00ebsohet t\u00eb ket\u00eb zbritur n\u00eb 1.4 milion\u00eb euro, me nj\u00eb reduktim t\u00eb m\u00ebtejsh\u00ebm prej gati 20%. Reklamuesit e mbetur jan\u00eb kryesisht ata q\u00eb kan\u00eb lidhje pron\u00ebsie me mediat e grupit p\u00ebrkat\u00ebs, nd\u00ebrsa telekomunikacionet, q\u00eb ishin burimi kryesor i t\u00eb ardhurave, jan\u00eb zhvendosur online. Edhe bankat preferojn\u00eb q\u00eb t\u00eb kapin tregun e synuar p\u00ebrmes reklamave n\u00eb internet.<\/p>\n

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Outdoor<\/strong><\/p>\n

-Tregu i outdoor vler\u00ebsohet n\u00eb rreth 2.8 milion\u00eb euro n\u00eb 2017-n, i llogaritur n\u00eb baz\u00eb t\u00eb t\u00eb ardhurave t\u00eb deklaruara n\u00eb bilanc nga kompanit\u00eb kryesore q\u00eb veprojn\u00eb n\u00eb k\u00ebt\u00eb kategori, duke sh\u00ebnuar r\u00ebnie t\u00eb fort\u00eb vjetore prej 12.5%. Sipas monitorimeve t\u00eb Idra Media, vler\u00ebsohet q\u00eb tregu outdoor e ka marr\u00eb leht\u00eb veten me 3.5% n\u00eb 2018-n, duke arritur n\u00eb 2.9 milion\u00eb euro.<\/p>\n

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Internet<\/strong><\/p>\n

-Tregu online \u00ebsht\u00eb n\u00eb zhvillim t\u00eb shpejt\u00eb dhe m\u00eb i v\u00ebshtiri p\u00ebr t\u2019u matur, p\u00ebr shkak t\u00eb informalitetit t\u00eb lart\u00eb. Q\u00eb prej vitit 2015, kur ky segment monitorohet nga Idra Media, ka sh\u00ebnuar rritje t\u00eb shpejt\u00eb dyshifrore. Por segmenti vler\u00ebsohet t\u00eb jet\u00eb ngadal\u00ebsuar n\u00eb 2018-n, duke u rritur me vet\u00ebm 4-5%, n\u00eb kontrast me interesin e madh q\u00eb po marrin mediat online, ku numri i tyre po shtohet nga dita n\u00eb dit\u00eb.
\nTregu i reklamave online vler\u00ebsohet t\u00eb ket\u00eb arritur 2.5 milion\u00eb euro n\u00eb vitin 2018. Ekspert\u00ebt presin q\u00eb ai t\u00eb vij\u00eb n\u00eb tkurrje, pasi reklamuesit po gjejn\u00eb forma m\u00eb eficiente t\u00eb publicitetit online.<\/p>\n

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Radio<\/strong><\/p>\n

-Radio vler\u00ebsohet t\u00eb t\u00ebrheq\u00eb rreth 0.9 \u2013 1 milion euro n\u00eb vit, sipas t\u00eb ardhurave t\u00eb deklaruara nga radiot m\u00eb t\u00eb m\u00ebdha n\u00eb vend. N\u00eb 2017-n, segmenti raportoi rritje t\u00eb leht\u00eb, pas tkurrjes s\u00eb vitit t\u00eb m\u00ebparsh\u00ebm.<\/p>\n

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TELEVIZIONET, TOP CHANNEL M\u00cb I MADHI, KLAN M\u00cb FITIMPRUR\u00cbSI<\/strong><\/p>\n

Gara \u00ebsht\u00eb e ashp\u00ebr mes televizioneve p\u00ebr t\u00eb t\u00ebrhequr v\u00ebmendjen e teleshikuesve n\u00eb \u00e7do sekond\u00eb. Prej disa vitesh, Klan dhe Vizion Plus, krahas prodhimeve t\u00eb veta, po konkurrojn\u00eb n\u00eb prime time me telenovela turke, nd\u00ebrsa Top Channel vijon t\u2019i rezistoj\u00eb nj\u00eb zgjedhjeje t\u00eb till\u00eb, edhe pse kjo mund t\u00eb thot\u00eb m\u00eb pak shikues.
\n2017-a ishte viti m\u00eb i v\u00ebshtir\u00eb p\u00ebr televizionet komb\u00ebtare, p\u00ebr shkak t\u00eb reduktimit t\u00eb buxheteve t\u00eb kompanive t\u00eb telekomunikacioneve dhe bankave, por n\u00eb 2018-n, ato kan\u00eb arritur t\u00eb rikuperojn\u00eb. Ndon\u00ebse t\u00ebrheqin t\u00eb ardhura, shpenzimet e m\u00ebdha nuk i b\u00ebjn\u00eb televizionet nj\u00eb biznes p\u00ebr t\u2019u pasur zili. Me p\u00ebrjashtim t\u00eb televizionit Klan, q\u00eb ka norm\u00eb t\u00eb lart\u00eb p\u00ebrfitueshm\u00ebrie, fitimet e televizioneve mbeten minimale.<\/p>\n

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Top Channel<\/strong><\/p>\n

Top Channel \u00ebsht\u00eb televizioni m\u00eb i madh n\u00eb vend sipas t\u00eb ardhurave, me nj\u00eb xhiro t\u00eb deklaruar prej 1.4 miliard\u00eb lek\u00ebsh (rreth 11 mln euro), me tkurrje t\u00eb fort\u00eb prej 15% n\u00eb 2017-n. Fitimet kan\u00eb r\u00ebn\u00eb me shpejt\u00ebsi n\u00eb periudh\u00ebn 2014-2017. N\u00eb vitin 2017, ato ishin vet\u00ebm 5.3 milion\u00eb lek\u00eb (norm\u00eb fitimi prej vet\u00ebm 0.5%), nga rreth 141 milion\u00eb lek\u00eb n\u00eb 2013-n, q\u00eb ishte viti m\u00eb i mir\u00eb i televizionit, si n\u00eb drejtim t\u00eb t\u00eb ardhurave, ashtu dhe fitimeve. N\u00eb vitin 2018, Top Channel rezulton se ka rikuperuar ndjesh\u00ebm, si rrjedhoj\u00eb e pasurimit t\u00eb programacionit, teksa sekondat e transmetuara jan\u00eb rritur me rreth 20%, sipas monitorimit t\u00eb Idra Media.<\/p>\n

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TV Klan<\/strong><\/p>\n

TV Klan \u00ebsht\u00eb televizioni i dyt\u00eb m\u00eb i madh n\u00eb vend, sipas t\u00eb ardhurave, me qarkullim vjetor 1.15 miliard\u00eb lek\u00eb n\u00eb 2017-n (gati 9 milion\u00eb euro), pothuajse n\u00eb t\u00eb nj\u00ebjtin nivel me vitin e m\u00ebparsh\u00ebm. P\u00ebr vet\u00eb modelin e funksionimit t\u00eb tij, ku programet kryesore funksionojn\u00eb si b\u00ebrthama m\u00eb vete, duke i gjetur vet\u00eb financimet, \u00e7ka rrit eficienc\u00ebn, Klan \u00ebsht\u00eb televizioni me p\u00ebrfitueshm\u00ebrin\u00eb m\u00eb t\u00eb lart\u00eb n\u00eb vend. Fitimi para taksave arriti n\u00eb 197 milion\u00eb lek\u00eb n\u00eb 2017-n, q\u00eb ndon\u00ebse n\u00eb r\u00ebnie me nj\u00eb vit m\u00eb par\u00eb, ka nj\u00eb norm\u00eb kthimi (fitime para taksave\/t\u00eb ardhurat) prej 17%, duke u renditur nd\u00ebr kompanit\u00eb m\u00eb fitimprur\u00ebse n\u00eb vend.<\/p>\n

N\u00eb raport me televizionet e tjera, Klan rezulton m\u00eb eficient n\u00eb menaxhimin e shpenzimeve dhe koston e prodhimit t\u00eb produkteve t\u00eb veta. N\u00eb 2018-n, sekondat e publicitetit t\u00eb transmetuara nga TV Klan u rrit\u00ebn me 10%. Burime zyrtare nga TV Klan konfirmuan tendenc\u00ebn pozitive n\u00eb 2018-n, duke shtuar se kjo ka ardhur si rrjedhoj\u00eb e investimeve n\u00eb programacion, i cili ka qen\u00eb mjaft i larmish\u00ebm.<\/p>\n

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Vizion Plus<\/strong><\/p>\n

I treti televizion m\u00eb i madh n\u00eb vend, sipas t\u00eb ardhurave, \u00ebsht\u00eb Vizion Plus, q\u00eb ka par\u00eb r\u00ebnie t\u00eb fort\u00eb t\u00eb t\u00eb ardhurave me 15%, duke zbritur n\u00eb rreth 400 milion\u00eb lek\u00eb. Fitimet mbeten minimale n\u00eb 3.4 milion\u00eb lek\u00eb, nd\u00ebrsa norma e fitimit \u00ebsht\u00eb vet\u00ebm 0.9%.
\nEdhe Vizion Plus rezulton t\u00eb ket\u00eb rikuperuar aktivitetin n\u00eb 2018-n, me sekondat e transmetuara q\u00eb u rrit\u00ebn me 12%.<\/p>\n

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TVSH rrit t\u00eb ardhurat nga Kampionati Bot\u00ebror<\/strong><\/p>\n

T\u00eb ardhurat e veta t\u00eb Radiotelevizionit Shqiptar (RTSH) u rrit\u00ebn me 40% n\u00eb vitin 2018. Elton Kadisi, drejtor marketingu n\u00eb TVSH pohon se kjo rritje ka ardhur nga disa faktor\u00eb.
\n-Transmetimi i FIFA World cup 2018, ekskluzivitet i RTSH i cili kapi nivelet m\u00eb t\u00eb larta t\u00eb audienc\u00ebs dhe t\u00eb Ardhurave.
\n-Formula 1, Europa League, Moto Gp etj.
\n-Shtimi i kanaleve televizive Tv dhe Mobile dhe ofrimi si nj\u00eb paket\u00eb programesh p\u00ebr t\u00eb gjith\u00eb grupmoshat.
\n-Prodhimi i nj\u00eb sere programesh Televizive, Si Master Chef, N\u2019koke, Gjyshet Milionere etj.<\/p>\n

Ai pohon se kompanit\u00eb kryesore n\u00eb tregun e reklamave po ulin buxhetet dhe disa t\u00eb tjera po pengohen nga ndryshimet ligjore, q\u00eb ndodh\u00ebn gjat\u00eb vitit 2018, si\u00e7 jan\u00eb kompanit\u00eb e pijeve t\u00eb gazuara dhe kompanit\u00eb e basteve Sportive, t\u00eb cilat kane buxhete t\u00eb konsiderueshme p\u00ebr publicitet. \u201cP\u00ebr k\u00ebt\u00eb arsye parashikimi i t\u00eb ardhurave gjat\u00eb vitit 2019 p\u00ebr RTSH \u00ebsht\u00eb n\u00eb vlera negative n\u00eb krahasim me vitin 2018\u201d.<\/p>\n

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\"\"<\/a><\/p>\n

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Pse po shtohen televizionet e lajmeve<\/strong><\/p>\n

Protestat, deklaratat e politikan\u00ebve, debatet n\u00eb Parlament, ngjarjet e dit\u00ebs vijn\u00eb n\u00eb sekond\u00eb n\u00eb sht\u00ebpin\u00eb e \u00e7do shqiptari p\u00ebrmes transmetimeve direkte nga televizionet informative, q\u00eb jo vet\u00ebm nuk jan\u00eb t\u00eb pakta n\u00eb num\u00ebr, por sa vijn\u00eb e po shtohen. Konkurrenca e fort\u00eb, \u2013 jo vet\u00ebm mes tyre, por edhe nga interneti \u2013 ka b\u00ebr\u00eb q\u00eb ato t\u00eb formatohen vitet e fundit, duke u p\u00ebrqendruar edhe n\u00eb formate talk show, sidomos n\u00eb or\u00ebt e mbr\u00ebmjes, duke rr\u00ebmbyer nga audienca e televizioneve komb\u00ebtare.<\/p>\n

Kanalet informative jan\u00eb n\u00eb gar\u00eb p\u00ebr t\u00eb rr\u00ebmbyer tort\u00ebn prej m\u00eb pak se 30% t\u00eb buxheteve q\u00eb kompanit\u00eb kanalizojn\u00eb n\u00eb televizione (pjes\u00ebn e luanit e marrin tre TV komb\u00ebtare, Top Channel, Klan dhe Vizion), apo vet\u00ebm rreth 8-9 milion\u00eb euro n\u00eb vit, q\u00eb ndahet aktualisht mes 5-6 televizioneve, kur vet\u00ebm investimi fillestar p\u00ebr ngritjen e nj\u00eb kanali mund t\u00eb shkoj\u00eb deri n\u00eb 5 milion\u00eb euro, sipas vler\u00ebsimeve nga tregu.<\/p>\n

\u2013Focus Media News<\/strong>, ku aktivitetin kryesor e ka televizioni News 24, raportoi rritje t\u00eb ardhurash me 15%, n\u00eb 298 milion\u00eb lek\u00eb n\u00eb 2017-n, duke rikuperuar pas r\u00ebnies s\u00eb nj\u00eb viti t\u00eb m\u00ebparsh\u00ebm. Fitimet, ndon\u00ebse n\u00eb rritje, ishin minimale, 1.3 milion\u00eb lek\u00eb, me nj\u00eb norm\u00eb kthimi prej vet\u00ebm 0.4%. Sipas t\u00eb dh\u00ebnave t\u00eb Idra Media, ecuria ka qen\u00eb pozitive edhe n\u00eb 2018-n, teksa koha e reklamave t\u00eb transmetuara u rrit me rreth 10%.<\/p>\n

\u201cFokus Media News dhe Panorama Group sh.a. n\u00eb vitin 2017 kan\u00eb pasur nj\u00eb performanc\u00eb t\u00eb mir\u00eb, krahasuar me vitet pararend\u00ebse, pavar\u00ebsisht se tregu dhe p\u00ebrkat\u00ebsisht dy sektor\u00ebt strategjik\u00eb, si telekomunikacioni dhe ai bankar, kan\u00eb p\u00ebsuar tkurrje t\u00eb operator\u00ebve dhe buxheteve n\u00eb marketing\u201d, pohon Roland Karaj, nga departamenti i marketingut n\u00eb Focus Media News.<\/p>\n

\u201cSi rrjedhoj\u00eb e ndryshimeve n\u00eb kompanit\u00eb kryesore, fokusi yn\u00eb ka qen\u00eb zgjerimi i portofolit t\u00eb klient\u00ebve dhe pik\u00ebrisht me klient\u00eb q\u00eb kan\u00eb potencial m\u00eb t\u00eb ul\u00ebt reklamimi. Orientimi kryesor i k\u00ebtyre klient\u00ebve ka qen\u00eb faqja online Balkanweb dhe Panorama Online duke ju ofruar bannera dhe shkrime promocionale q\u00eb kan\u00eb kosto m\u00eb t\u00eb ul\u00ebt buxhetimi dhe t\u00eb p\u00ebrballueshme\u201d, pohon ai. Karaj shton se ky vit do t\u00eb jet\u00eb nj\u00eb sfid\u00eb m\u00eb e fort\u00eb, pasi rrjetet sociale pritet t\u00eb thithin nj\u00eb pjes\u00eb t\u00eb mir\u00eb t\u00eb buxheteve, sidomos t\u00eb kompanive me potencial t\u00eb ul\u00ebt reklamimi . Kjo p\u00ebr arsyen e thjesht\u00eb se reklamimi n\u00eb rrjetet sociale ka kthim t\u00eb shpejt\u00eb dhe \u00ebsht\u00eb shum\u00eb i preksh\u00ebm n\u00eb periudh\u00eb afatshkurt\u00ebr\u201d.<\/p>\n

\u2013Ora News<\/strong>\u00a0ka rikuperuar ndjesh\u00ebm n\u00eb 2017-n, duke zgjeruar t\u00eb ardhurat me 61% n\u00eb 302 milion\u00eb lek\u00eb, pas nj\u00eb r\u00ebnieje me 17% n\u00eb 2016-n. Edhe fitimet u rrit\u00ebn ndjesh\u00ebm n\u00eb 83 milion\u00eb lek\u00eb, me nj\u00eb norm\u00eb prej 27%. Aktiviteti pozitiv ka vijuar dhe n\u00eb 2018-n, ku sekondat e reklamave t\u00eb transmetuara kan\u00eb sh\u00ebnuar rritje me rreth 11%, sipas monitorimeve t\u00eb Idra Media.<\/p>\n

-T\u00eb ardhurat e\u00a0ABC News<\/strong>\u00a0u rrit\u00ebn leht\u00eb me 5% n\u00eb 178 milion\u00eb lek\u00eb, pas zgjerimit t\u00eb ndjesh\u00ebm prej 44% vitin e m\u00ebparsh\u00ebm. Televizioni raportoi fitime t\u00eb larta prej 40 milion\u00eb lek\u00ebsh (norm\u00eb 22%). N\u00eb 2018-n, koha e reklamave t\u00eb transmetuara u rrit me 33%, sipas monitorimeve t\u00eb Idra Media.<\/p>\n

\u2013Report TV<\/strong>, q\u00eb e nisi aktivitetin n\u00eb 2015-n, pas ndarjes me A1 Report, ka raportuar t\u00eb ardhura t\u00eb q\u00ebndrueshme n\u00eb 2017-n, prej 115 milion\u00eb lek\u00ebsh. T\u00eb dh\u00ebnat e monitorimeve nga Idra Media tregojn\u00eb se ecuria ka qen\u00eb m\u00eb pozitive n\u00eb 2018-n, ku sekondat e transmetuara u shtuan me 44% me baz\u00eb vjetore. Vilma Theodhosi, drejtoresh\u00eb marketingu e Report TV, pohon se rritja n\u00eb vitin 2018 \u00ebsht\u00eb e lidhur me performanc\u00ebn e televizionit.<\/p>\n

\u201cKemi marr\u00eb staf t\u00eb kualifikuar, jan\u00eb hapur emisione t\u00eb reja, si \u2018Pa Gjurm\u00eb\u2019, i cili brenda dy muajsh arriti t\u00eb marr\u00eb 4.2 milion\u00eb klikime p\u00ebr gjith\u00eb emisionet bashk\u00eb\u201d. Ajo pohon se \u00ebsht\u00eb rritur cil\u00ebsia e emisioneve dhe p\u00ebrmbajtja e tyre dhe k\u00ebt\u00eb e tregojn\u00eb edhe t\u00eb ardhurat nga YouTube. Nj\u00eb tjet\u00ebr avantazh, sipas saj, \u00ebsht\u00eb fakti q\u00eb Report TV ka licenc\u00eb q\u00eb shtrihet n\u00eb 9 qarqe, pasi ka marr\u00eb sinjalin e ish-televizionit Alsat. Kanalet e tjera informative kan\u00eb licenca p\u00ebr 4 qarqe dhe ato komb\u00ebtare p\u00ebr 11.<\/p>\n

\u2013Fax News<\/strong>\u00a0ishte nj\u00eb hyrje e re n\u00eb k\u00ebt\u00eb treg, n\u00eb fund t\u00eb 2017-s, si nj\u00eb investim privat i Kasem Hysenbelliut. Nj\u00eb vit m\u00eb par\u00eb, ai pohoi se ndon\u00ebse numri i kanaleve informative ishte i lart\u00eb, n\u00eb treg kishte vend vet\u00ebm p\u00ebr nj\u00eb media t\u00eb pavarur e pa censur\u00eb. Sot ai thot\u00eb se kjo \u00ebsht\u00eb b\u00ebr\u00eb realitet. \u201cTregu ishte bosh n\u00eb at\u00eb pozicion q\u00eb thash\u00eb para nj\u00eb viti dhe Faxnews e zuri. Faxnews \u00ebsht\u00eb sot nj\u00eb media e pavarur, pa censur\u00eb\u201d.<\/p>\n

Sigurisht, pohon ai, q\u00eb liria ka nj\u00eb kosto dhe kjo ka qen\u00eb e dyanshme, por ka ndikuar m\u00eb shum\u00eb pozitivisht. Hysenbelliu pranon se tregu i reklamave ka r\u00ebn\u00eb, pasi bizneset kan\u00eb v\u00ebshtir\u00ebsi n\u00eb likuiditete dhe punojn\u00eb n\u00eb pjes\u00ebn m\u00eb t\u00eb madhe me sistemin e kleringut, gj\u00eb e cila nuk u intereson.<\/p>\n

\u201cKy vit ka qen\u00eb vit investimesh dhe p\u00ebr t\u00eb p\u00ebrballuar k\u00ebt\u00eb investim dhe ecuri, vitin q\u00eb kaloi i shita 10% t\u00eb aksioneve nj\u00eb partneri shqiptar me banim n\u00eb Itali\u201d. Hysenbelliu shton se problem k\u00ebt\u00eb vit \u00ebsht\u00eb rritja e taksave p\u00ebr biznesin dhe vendosja e TVSH-s\u00eb 6% p\u00ebr mediat. Ai pohon se bizneset shqiptare nuk jan\u00eb t\u00eb edukuar me tregun e shpirtin e reklamave. Sapo u ngadal\u00ebsohet biznesi, ata ulin shpenzimet dhe z\u00ebri i par\u00eb q\u00eb preket \u00ebsht\u00eb publiciteti.<\/p>\n

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Hyrjet e reja t\u00eb markave nd\u00ebrkomb\u00ebtare t\u00eb kanaleve informative<\/strong><\/p>\n

Prej vitesh, asnj\u00eb sip\u00ebrmarr\u00ebs nuk po guxon t\u00eb hyj\u00eb n\u00eb tregun e televizioneve gjeneraliste, ku veprojn\u00eb t\u00eb pashqet\u00ebsuara bizneset familjare t\u00eb Top Channel, Klan TV dhe Vizion Plus. Investimi i madh i k\u00ebrkuar n\u00eb nj\u00eb treg reklamash t\u00eb maturuara, audienc\u00eb t\u00eb shp\u00ebrndar\u00eb dhe burimeve njer\u00ebzore t\u00eb kufizuara \u00ebsht\u00eb nj\u00eb faktor pengues.<\/p>\n

Nuk ndodh e nj\u00ebjta gj\u00eb me televizionet informative, ku interesi p\u00ebr t\u00eb investuar \u00ebsht\u00eb shum\u00eb m\u00eb i lart\u00eb, ndon\u00ebse n\u00eb nj\u00eb treg reklamash t\u00eb kufizuar, madje edhe nga televizione nd\u00ebrkomb\u00ebtare si\u00e7 \u00ebsht\u00eb rasti i A2 q\u00eb hyri si partner i rrjetit nd\u00ebrkomb\u00ebtar CNN, dhe Euronews Albania. Hyrja, sidomos ajo direkte, e markave nd\u00ebrkomb\u00ebtare pritet t\u2019i jap\u00eb nj\u00eb hov cil\u00ebsor dhe standard t\u00eb ri gazetaris\u00eb informative n\u00eb vend.<\/p>\n

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A2 News, partneri i CNN<\/strong><\/p>\n

A2 News \u00ebsht\u00eb televizioni informativ m\u00eb i ri n\u00eb treg q\u00eb ka filluar transmetimin n\u00eb fund t\u00eb vitit t\u00eb kaluar, si nj\u00eb partner ekskluziv i rrjetit nd\u00ebrkomb\u00ebtar CNN dhe investim i nj\u00eb nd\u00ebr kompanive m\u00eb t\u00eb m\u00ebdha n\u00eb vend, Gener 2.<\/p>\n

Andri Kasneci, administrator i A2 CNN-G2 media pohon se, \u201cpavar\u00ebsisht se tregu i reklamave po p\u00ebson tkurrje, ne jemi t\u00eb bindur se ky \u00ebsht\u00eb nj\u00eb proces konsolidues kualitativ dhe A2 ka nj\u00eb pozicion t\u00eb favorsh\u00ebm p\u00ebr t\u00eb p\u00ebrfituar, fal\u00eb investimit t\u00eb ri. Ne besojm\u00eb n\u00eb modelin e partnerit ton\u00eb dhe mendojm\u00eb se CNN nuk p\u00ebrfaq\u00ebson thjesht dhe vet\u00ebm nj\u00eb mark\u00eb nd\u00ebrkomb\u00ebtare mediatike t\u00eb pranishme n\u00eb tregun shqiptar, por do t\u00eb ofroj\u00eb garanci dhe nxitje p\u00ebr zhvillimin cil\u00ebsor t\u00eb tregut mediatik n\u00eb vend dhe rajon\u201d.<\/p>\n

Ai shton se disa nga avantazhet kryesore t\u00eb A2 jan\u00eb partneriteti me CNN, q\u00eb \u00ebsht\u00eb nj\u00eb kompani mediatike lider n\u00eb nivel global dhe me aktivitet shum\u00eb fitimprur\u00ebs. Teknologjia e avancuar (partneriteti me AVID dhe implementimi i MediaCentral, q\u00eb p\u00ebrb\u00ebn risi n\u00eb tregun mediatik n\u00eb vend dhe rajon) si dhe burime njer\u00ebzore t\u00eb kualifikuara. \u201cN\u00eb thelb t\u00eb ofert\u00ebs son\u00eb q\u00ebndron prezantimi dhe implementimi i standardeve nd\u00ebrkomb\u00ebtare n\u00eb Shqip\u00ebri dhe rajon, p\u00ebr t\u00eb rritur konkurrenc\u00ebn dhe cil\u00ebsin\u00eb e t\u00eb b\u00ebrit gazetari\u201d, pohon ai.<\/p>\n

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Cami: Euronews, nj\u00eb projekt i guximsh\u00ebm mediatik<\/strong><\/p>\n

Nj\u00eb hyrje direkte nd\u00ebrkomb\u00ebtare \u00ebsht\u00eb Euronews, q\u00eb vjen me partnerin shqiptar \u201cIN Media Group\u201d. Theodhori Cami, CEO i Euronews Albania, tha:<\/p>\n

\u201cEuronews Albania \u00ebsht\u00eb nj\u00eb projekt i guximsh\u00ebm mediatik, i cili erdhi n\u00eb jet\u00eb pas shum\u00eb negociatash dhe bisedimesh me partnerin shqiptar \u201cIN Media Group\u201d, p\u00ebr t\u2019i sjell\u00eb jo vet\u00ebm Shqip\u00ebris\u00eb por edhe Kosov\u00ebs, Maqedonis\u00eb s\u00eb Veriut dhe Malit t\u00eb Zi, nj\u00eb standard krejt ndryshe, nj\u00eb standard t\u00eb ri informativ, t\u00eb kualifikuar dhe objektiv, duke zbatuar me p\u00ebrpik\u00ebri strategjin\u00eb e gjigantit nd\u00ebrkomb\u00ebtar Euronews NBC.<\/p>\n

V\u00ebshtir\u00ebsit\u00eb e hasura gjat\u00eb tranzicionit nd\u00ebr vite n\u00eb vendet e Ballkanit Per\u00ebndimor dhe kap\u00ebrcimi me sukses i shum\u00eb sfidave si k\u00ebrkes\u00eb e plot\u00ebsimit t\u00eb standardeve t\u00eb shum\u00ebd\u00ebshiruara europiane, kan\u00eb p\u00ebrgatitur sot nj\u00eb publik tej mase t\u00eb kultivuar n\u00eb k\u00ebrkimin e nj\u00eb informacioni t\u00eb paansh\u00ebm dhe transparent. Pik\u00ebrisht ky fakt dhe d\u00ebshira p\u00ebr t\u2019i ofruar publikut nj\u00eb cil\u00ebsi informacioni t\u00eb paofruar m\u00eb par\u00eb, krijuan ardhjen dhe investimin n\u00eb k\u00ebt\u00eb projekt ambicioz.<\/p>\n

P\u00ebrve\u00e7 v\u00ebshtir\u00ebsive n\u00eb tregun e reklamave dhe k\u00ebrkes\u00eb \u2013 ofertave, jo gjithmon\u00eb t\u00eb balancuara, Euronews Albania, si i vetmi televizion zyrtar me logon dhe emrin e ekranit prestigjioz bot\u00ebror, pjes\u00eb e nj\u00eb rrjeti me mij\u00ebra profesionist\u00eb dhe bashk\u00ebpun\u00ebtor\u00eb n\u00eb mbar\u00eb bot\u00ebn, pa dyshim q\u00eb sapo e ka futur Shqip\u00ebrin\u00eb dhe rajonin n\u00eb hart\u00ebn e madhe t\u00eb standardeve europiane, mbi t\u00eb cilat do t\u00eb udh\u00ebhiqen t\u00eb gjitha aspektet q\u00eb p\u00ebrfshijn\u00eb k\u00ebt\u00eb projekt\u201d.<\/p>\n

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\"\"<\/a>VDEKJA E NGADALT\u00cb E SHTYPIT T\u00cb SHKRUAR<\/strong><\/p>\n

Shtypi i shkruar po shkon drejt vdekjes s\u00eb ngadalt\u00eb, teksa p\u00ebrmbajtja e tij, ndryshe nga mediat n\u00eb bot\u00eb, nuk po u p\u00ebrshtatet zhvillimeve t\u00eb vrullshme teknologjike, duke u konkurruar nga mediat online, madje dhe nga nj\u00ebsit\u00eb online brenda gazet\u00ebs s\u00eb tyre.<\/p>\n

Titulli kryesor i gazetave pothuajse p\u00ebrdit\u00eb lidhet me informacione utilitare dhe jo lajme, si\u00e7 jan\u00eb njoftimet e legalizimeve, pronave, listave t\u00eb ndryshme etj., duke targetuar brezin relativisht t\u00eb moshuar q\u00eb ende nuk \u00ebsht\u00eb i lidhur me internetin. Edhe lajmet n\u00eb brendi nuk ndryshojn\u00eb nga ato q\u00eb nj\u00eb dit\u00eb m\u00eb par\u00eb jan\u00eb dh\u00ebn\u00eb n\u00eb televizionet e shumta informative apo n\u00eb mediat online.<\/p>\n

Teksa lexuesit tradicional\u00eb po largohen gradualisht nga media e shkruar, t\u00eb nj\u00ebjt\u00ebn gj\u00eb po b\u00ebjn\u00eb dhe reklamuesit. Totali i sip\u00ebrfaqes s\u00eb reklamuar n\u00eb median e shkruar n\u00eb vitin 2018 (p\u00ebr 36 gazeta e revista) ra me 20% me baz\u00eb vjetore, sipas t\u00eb dh\u00ebnave t\u00eb monitorimit nga Idra Media, duke sh\u00ebnuar t\u00eb kat\u00ebrtin vit radhazi me tkurrje dyshifrore.<\/p>\n

N\u00eb baz\u00eb t\u00eb monitorimeve t\u00eb Idra Media dhe t\u00eb dh\u00ebnave nga bilancet e gazetave kryesore, t\u00eb ardhurat nga reklamat e shtypit t\u00eb shkruar vler\u00ebsohen n\u00eb rreth 1.4 milion\u00eb euro n\u00eb vitin 2018, me r\u00ebnie vjetore prej t\u00eb pakt\u00ebn 20%. N\u00eb krahasim me vitin 2013, kemi m\u00eb shum\u00eb sesa p\u00ebrgjysmim.<\/p>\n

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\"\"<\/a><\/p>\n

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Vodafone dhe Telekom Albania, q\u00eb dikur ishin reklamuesit m\u00eb t\u00eb m\u00ebdhenj n\u00eb median e shkruar, rezultojn\u00eb me nj\u00eb ulje t\u00eb vazhdueshme t\u00eb sip\u00ebrfaqes s\u00eb reklamuar n\u00eb 2016-2018. Vodafone, pothuajse nuk figuron m\u00eb n\u00eb monitorimet e shtypit t\u00eb shkruar, Telekom Albania kishte ekspozim minimal. Vet\u00ebm Albtelecom vijon t\u00eb jet\u00eb i pranish\u00ebm n\u00eb gazeta e revista.<\/p>\n

Credins \u00ebsht\u00eb reklamuesi m\u00eb i madh edhe n\u00eb 2018-n p\u00ebr nga sip\u00ebrfaqja, sipas Idra Media. Por, m\u00eb shum\u00eb se orientim i Credins drejt medias s\u00eb shkruar, ky \u00ebsht\u00eb vijim i kontratave t\u00eb shk\u00ebmbimit t\u00eb sh\u00ebrbimeve mes bank\u00ebs dhe disa gazetave. Reklamuesit m\u00eb besnik\u00eb mbeten kompanit\u00eb e lidhura me bizneset e grupeve mediatike p\u00ebrkat\u00ebse (rasti i Birr\u00ebs Kor\u00e7a, Erjoni sh.p.k. me gazet\u00ebn Panorama, apo Ferlut me Gazet\u00ebn Ballkan, Abissnet te Shekulli etj.). Reklamues t\u00eb m\u00ebdhenj n\u00eb shtypin e shkruar jan\u00eb dhe Kastrati e Mak Tirana (po pjes\u00eb e Kastrati), Sigal, Albtlecom, Abcom, Bashkia e Tiran\u00ebs, Telebingo Shqiptare etj.<\/p>\n

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\"\"<\/a><\/p>\n

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Viti 2017 rezulton t\u00eb ket\u00eb qen\u00eb m\u00eb i keqi p\u00ebr shtypin e shkuar, teksa pothuajse gjith\u00eb gazetat kan\u00eb par\u00eb r\u00ebnie dyshifrore t\u00eb t\u00eb ardhurave, sipas deklarimeve n\u00eb bilanc, tendenc\u00eb q\u00eb sipas monitorimeve t\u00eb Idra Media ka vijuar edhe n\u00eb 2018-n.<\/p>\n

N\u00eb baz\u00eb t\u00eb t\u00eb ardhurave, grupi m\u00eb i madh i medias s\u00eb shkruar \u00ebsht\u00eb Panorama Group (me median kryesore gazeta Panorama, m\u00eb e madhja n\u00eb vend nga tirazhi dhe Panorama Sport) me nj\u00eb qarkullim vjetor prej 244 milion\u00eb lek\u00ebsh, duke sh\u00ebnuar r\u00ebnie prej gati 11% me baz\u00eb vjetore. Por, frenimi i shpenzimeve ka b\u00ebr\u00eb q\u00eb fitimet e Panorama Group t\u00eb arrijn\u00eb n\u00eb 14 milion\u00eb lek\u00eb (rritje 38% me baz\u00eb vjetore), me nj\u00eb norm\u00eb fitimi prej rreth 6%.
\nMedia e dyt\u00eb m\u00eb e madhe n\u00eb vend Unipress (Gazeta Shekulli dhe publikime t\u00eb tjera t\u00eb grupit) ka par\u00eb r\u00ebnie t\u00eb qarkullimit vjetor me 40%, n\u00eb gati 67 milion\u00eb lek\u00eb n\u00eb 2017-n, duke raportuar humbje.<\/p>\n

Mediat e tjera kan\u00eb sh\u00ebnuar r\u00ebnie dyshifrore t\u00eb t\u00eb ardhurave, sipas bilanceve t\u00eb 2017-s. Me tkurrje kan\u00eb rezultuar Shqiptarja.com, Gazeta Shqiptare, Sport Ekspres, Gazeta Dita. E vetmja me rritje rezulton Gazeta Sot. Menaxher\u00ebt e shtypit t\u00eb shkruar konfirmojn\u00eb r\u00ebnien e ndjeshme t\u00eb shitjeve. Sipas tirazheve, t\u00eb marra nga shtypshkronjat, gazeta m\u00eb e madhe n\u00eb vend (Panorama) ka shtyp rreth 10-12 mij\u00eb kopje. M\u00eb pas renditen Dita dhe Sot me 4500 kopje, Shqiptarja me 4,000, t\u00eb tjerat n\u00ebn 2,000. Nd\u00ebrsa shitjet jan\u00eb n\u00eb nivele shum\u00eb m\u00eb t\u00eb ul\u00ebta, por tirazhet nuk rezultojn\u00eb t\u00eb ken\u00eb ndryshuar, si nj\u00eb m\u00ebnyr\u00eb p\u00ebr t\u00eb t\u00ebrhequr reklamuesit. Shum\u00eb gazeta t\u00eb printuara tashm\u00eb mbahen n\u00eb treg p\u00ebr t\u00eb mb\u00ebshtetur mark\u00ebn e tyre n\u00eb versionin online.<\/p>\n

Gazeta Shqip, e cila u mbyll n\u00eb korrik 2016, duke mbajtur vet\u00ebm versionin online, ka par\u00eb r\u00ebnie t\u00eb vazhdueshme t\u00eb t\u00eb ardhurave, n\u00eb vet\u00ebm 6.2 milion\u00eb lek\u00eb n\u00eb vitin 2017, nga 73 milion\u00eb lek\u00eb n\u00eb 2013-n. Pas fitimeve n\u00eb 2016-n, Gazeta Shqip raportoi s\u00ebrish humbje n\u00eb 2017-n, prej 811 mij\u00eb lek\u00ebsh.<\/p>\n

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REKLAMUESIT \u201cTRADHTOJN\u00cb\u201d MEDIAT ONLINE, JOSHEN NGA NJER\u00cbZIT ME INFLUENC\u00cb<\/strong><\/p>\n

Inflacioni i portaleve nuk ka t\u00eb ndalur. Teksa numri i tyre vijon t\u00eb shtohet me shpejt\u00ebsi, pjesa m\u00eb e madhe nuk kan\u00eb nj\u00eb p\u00ebrmbajtje t\u00eb tyre dhe kopjojn\u00eb sa andej-k\u00ebtej, nd\u00ebrsa standardet e raportimit, n\u00eb ndjekje t\u00eb klikimeve, l\u00ebn\u00eb shum\u00eb p\u00ebr t\u00eb d\u00ebshiruar.
\nPor, pas lul\u00ebzimit edhe ky sektor pritet t\u00eb riformatohet.<\/p>\n

\u201cP\u00ebr t\u00eb ardhmen, mendoj se koha do t\u00eb b\u00ebj\u00eb seleksionimin e saj. Mediat m\u00eb serioze online do t\u00eb mbeten n\u00eb treg dhe shum\u00eb gjobaxhij fake news-esh do t\u00eb zhduken\u201d, pohon Andi Bushati, botues i Lapsi.al. Ai shpreson q\u00eb ky seleksionim do t\u00eb b\u00ebj\u00eb q\u00eb edhe tregu i reklam\u00ebs do t\u00eb jet\u00eb m\u00eb \u201cbujar\u201d, me ata q\u00eb do t\u00eb rezistojn\u00eb, duke mund\u00ebsuar investime m\u00eb t\u00eb m\u00ebdha te mediat m\u00eb serioze.<\/p>\n

Edhe reklamuesit kan\u00eb filluar t\u00eb t\u00ebrhiqen dhe t\u00eb b\u00ebhen m\u00eb p\u00ebrzgjedh\u00ebs. T\u00eb dh\u00ebnat e Idra Media tregojn\u00eb se sip\u00ebrfaqja e reklamuar n\u00eb mediat online u rrit me 68% n\u00eb 2016-n dhe 16% n\u00eb 2017 (me baz\u00eb vjetore), duke kaluar p\u00ebr her\u00eb t\u00eb par\u00eb shtypin e shkuar, nd\u00ebrsa n\u00eb 2018-n, rritja ishte minimale prej vet\u00ebm 5%.<\/p>\n

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Reklamimi online shihet nga bizneset si m\u00eb i leverdish\u00ebm dhe sh\u00ebnjestron m\u00eb mir\u00eb brezin e ri q\u00eb, dhe m\u00eb par\u00eb, nuk ishte lexues i rregullt i shtypit t\u00eb shkruar, por numri i madh i mediave duket se i ka \u00e7oroditur reklamuesit, q\u00eb gjithsesi kan\u00eb \u00e7uar rreth 2.5 milion\u00eb euro n\u00eb 2018-n n\u00eb buxhetin e portaleve, nd\u00ebrsa jan\u00eb n\u00eb k\u00ebrkim dhe t\u00eb alternativave t\u00eb tjera.
\nGjergj Kalaja, Drejtor i Departamentit Digital pran\u00eb Mediadesk.al, nj\u00eb kompani, q\u00eb ka krijuar dhe mir\u00ebmban disa nga mediat online m\u00eb t\u00eb vizituara n\u00eb Shqip\u00ebri, e konfirmon k\u00ebt\u00eb tendenc\u00eb.<\/p>\n

Ai pohon se reklamuesit komb\u00ebtar\u00eb kan\u00eb sh\u00ebnuar r\u00ebnie n\u00eb vitin 2018, q\u00eb \u00ebsht\u00eb thelluar n\u00eb 2019, teksa buxhetet online po kalojn\u00eb te personazhet me influenc\u00eb ose i b\u00ebjn\u00eb reklamat direkt n\u00eb Google dhe Facebook, si nj\u00eb m\u00ebnyr\u00eb m\u00eb transparente e monitorimit t\u00eb buxhetit dhe sh\u00ebnjestrimit t\u00eb audienc\u00ebs s\u00eb synuar. \u201cNga statistikat e shitjeve ndaj reklamuesve komb\u00ebtar\u00eb, n\u00eb mediat t\u00eb cilat ne menaxhojm\u00eb, ka ulje gati deri n\u00eb 30% krahasuar me t\u00eb nj\u00ebjt\u00ebn periudh\u00eb t\u00eb vitit t\u00eb kaluar\u201d, pohon ai. Kalaja parashikon q\u00eb tkurrja do t\u00eb vazhdoj\u00eb dhe kjo do t\u00eb ket\u00eb efekt t\u00eb ndjesh\u00ebm tek aktiviteti i mediave online.
\n<\/strong><\/p>\n

Nga monitorimet e sip\u00ebrfaqes rezulton se portali Anabel.al vijoi t\u00eb kishte m\u00eb shum\u00eb reklama p\u00ebr 2018-n, i ndjekur nga gazetatema.net, living.al, kohajon\u00eb.com, revistaclass.al, lapsi.al, noa.al, newsbomb.al, shqiptarja.com. Megjithat\u00eb, sipas t\u00eb ardhurave, kryesimin vijon ta mbaj\u00eb Balkanweb, p\u00ebr shkak t\u00eb tarifave t\u00eb shtrenjta q\u00eb ka edhe Top Channel, ndon\u00ebse me sip\u00ebrfaqe m\u00eb t\u00eb ul\u00ebt reklamimi sesa shum\u00eb portale t\u00eb tjera.<\/p>\n

Ndryshe nga vitet e kaluara, kur reklamuesit vet\u00ebm sa shtonin buxhetet e tyre online, rritja e sip\u00ebrfaqes s\u00eb reklamuar ka qen\u00eb minimale p\u00ebr shum\u00eb portale, madje disa prej tyre kan\u00eb par\u00eb edhe r\u00ebnie.
\nDalina Buzi, botuese e Anabel.al, pranon se ka r\u00ebn\u00eb interesi p\u00ebr reklamat online dhe ato n\u00eb Facebook. \u201cReklama ka kaluar n\u00eb Instagram, ku kemi pasur 100% rritje\u201d, pohon ajo.<\/p>\n

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Telefonia e l\u00ebvizshme, bankat, produktet e kujdesit sh\u00ebndet\u00ebsor, telefonia fikse dhe e internetit, ushqimet, pijet, agjencit\u00eb e udh\u00ebtimit, edukimi, prej disa vitesh po preferojn\u00eb mediat online n\u00eb raport me shtypin e shkruar.
\nVodafone \u00ebsht\u00eb reklamuesi m\u00eb i madh n\u00eb internet, por e ka rritur me vet\u00ebm 2.5% sip\u00ebrfaqen e reklamuar n\u00eb 2018-n, n\u00eb raport me vitin e m\u00ebparsh\u00ebm.<\/p>\n

N\u00eb vend t\u00eb dyt\u00eb ka kaluar Credins, me pothuajse dyfishi, i ndjekur nga Albtelecom, Telecom Albania, Banka Credins, Raiffeisen Bank, Alpha Bank, Abi Bank duke konfirmuar tendenc\u00ebn e t\u00eb m\u00ebdhenjve drejt zhvendosjes s\u00eb reklamave nga print tek online.
\nSipas sektor\u00ebve, n\u00eb reklamat n\u00eb median online kryesojn\u00eb telefonia e l\u00ebvizshme, bankat, kujdesi sh\u00ebndet\u00ebsor, telefonia fikse dhe ofruesit e sh\u00ebrbimit t\u00eb internetit, pajisjet elektronike dhe sht\u00ebpiake.<\/p>\n

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REKLAMAT N\u00cb HAP\u00cbSIR\u00cb, TREGU RRITET N\u00cb 2016, POR BIE S\u00cbRISH M\u00cb PAS<\/strong><\/p>\n

Kat\u00ebr operator\u00ebt kryesor\u00eb q\u00eb menaxhojn\u00eb reklamat n\u00eb hap\u00ebsir\u00eb (outdoor), Albartex, La Strada, Metro SHA, kan\u00eb raportuar r\u00ebnie me 9% t\u00eb t\u00eb ardhurave n\u00eb 2017-n, n\u00eb 491 milion\u00eb lek\u00eb. Tregu ka pasur disa shitblerje. N\u00eb korrik 2018, Albartex ka p\u00ebrthithur Platea, pjes\u00eb e t\u00eb nj\u00ebjtit grup. Media Group In, pjes\u00eb e grupit Le Spot, ka bler\u00eb 75% t\u00eb aksioneve t\u00eb La Strada n\u00eb tetor 2018.
\nOperatori m\u00eb i madh n\u00eb k\u00ebt\u00eb treg \u00ebsht\u00eb Albartex, me 75% t\u00eb totalit, i cili \u00ebsht\u00eb pjes\u00eb e grupit Agna, nj\u00eb prej sip\u00ebrmarrjeve m\u00eb t\u00eb m\u00ebdha t\u00eb retail n\u00eb vend.<\/p>\n

Reklamuesit m\u00eb t\u00eb m\u00ebdhenj n\u00eb 2018-n, sipas sip\u00ebrfaqes, ishin Vodafone, ELBAR, Tirana Ring Center (me nj\u00eb rritje t\u00eb ndjeshme) Agna Group, Pepsi Co., Albtelecom, Strongbow, EHW, Turkish Airlines, Abcom. (Elbar, Pepsi Co, Strongbow, Albartex jan\u00eb pjes\u00eb e t\u00eb nj\u00ebjtit grup).
\nN\u00eb 2018-n, sip\u00ebrfaqja totale e reklamuar n\u00eb hap\u00ebsir\u00eb sh\u00ebnoi rritje rreth 3%, pas tkurrjes me 10.5% vitin e m\u00ebparsh\u00ebm, sipas monitorimit t\u00eb Idra Media.<\/p>\n

Sip\u00ebrfaqja m\u00eb e madhe reklamuese (rreth 52%) ishte n\u00eb rrug\u00ebt nd\u00ebrqytet\u00ebse, m\u00eb pas vijojn\u00eb Tirana (32%), Durr\u00ebsi (4%) dhe shum\u00eb pak n\u00eb qytetet e tjera. Nisma e Ministris\u00eb s\u00eb Transporteve p\u00ebr t\u00eb hequr reklamat e jasht\u00ebligjshme n\u00eb an\u00ebt e rrug\u00ebve kryesore, duke filluar nga shtatori 2017, i ka dh\u00ebn\u00eb nj\u00eb tjet\u00ebr goditje k\u00ebtij segmenti.<\/p>\n

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RIM\u00cbK\u00cbMBJA E RADIOS<\/strong><\/p>\n

Drejtuesit dhe pasagjer\u00ebt e automjeteve kan\u00eb mbetur \u201cshpresa\u201d e vetme p\u00ebr t\u00eb d\u00ebgjuar radio, sidomos n\u00eb periudh\u00ebn e ver\u00ebs, kur udh\u00ebtohet m\u00eb shum\u00eb. Radio \u00ebsht\u00eb nj\u00eb nga mjetet e komunikimit q\u00eb po vuan zhvillimin e teknologjis\u00eb s\u00eb informacionit, teksa interneti, smartphone dhe aplikacionet e muzik\u00ebs po e kthejn\u00eb gradualisht at\u00eb n\u00eb nj\u00eb relike.<\/p>\n

N\u00eb Qendr\u00ebn Komb\u00ebtare t\u00eb Regjistrimit rezulton q\u00eb nj\u00eb pjes\u00eb e madhe e radiove jan\u00eb pezulluar, jan\u00eb n\u00eb likuidim e sip\u00ebr apo me probleme me p\u00ebrmbarimin, p\u00ebr shkak t\u00eb detyrimeve t\u00eb pashlyera. T\u00eb tjera deklarojn\u00eb qarkullim minimal vjetor. N\u00eb gusht t\u00eb vitit 2018 u pezullua dhe Radio +2, e themeluar q\u00eb n\u00eb vitin 2000. Megjithat\u00eb, radiot kryesore kan\u00eb arritur t\u00eb rezistojn\u00eb dhe t\u00eb rrisin t\u00eb ardhurat n\u00eb 2017-n.<\/p>\n

Top Albania Radio, radio m\u00eb e madhe n\u00eb vend, ka par\u00eb rritje t\u00eb qarkullimit vjetor me 7% n\u00eb 2017-n, p\u00ebr t\u00eb arritur n\u00eb gati 60 milion\u00eb lek\u00eb. Por fitimet ishin minimale n\u00eb 740 mij\u00eb lek\u00eb, me nj\u00eb norm\u00eb minimale prej vet\u00ebm 1.2%.
\nClub FM raportoi t\u00eb ardhura 54 milion\u00eb lek\u00eb, me nj\u00eb tkurrje prej 12%. Norma e fitimit ishte m\u00eb e k\u00ebnaqshme, n\u00eb 15%.
\nSegmenti i radiove tashm\u00eb arrin t\u00eb marr\u00eb m\u00eb pak se 1 milion euro nga torta e reklamave.\/Monitor<\/p>\n

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 <\/p>\n","protected":false},"excerpt":{"rendered":"

Ngadal\u00ebsimi i tregut t\u00eb reklamave nuk po e ndal \u201cluft\u00ebn\u201d mediatike, p\u00ebrkundrazi. Televizione t\u00eb reja informative po hapen, nd\u00ebrsa gara mes atyre ekzistues \u00ebsht\u00eb forcuar ndjesh\u00ebm, ndon\u00ebse shum\u00eb pak arrijn\u00eb t\u00eb jen\u00eb fitimprur\u00ebs. Printi po shkon drejt vdekjes s\u00eb ngadalt\u00eb, teksa sh\u00ebnjestron nj\u00eb grupmosh\u00eb relativisht t\u00eb vjet\u00ebr, q\u00eb nuk \u00ebsht\u00eb b\u00ebr\u00eb ende e varur nga […]<\/p>\n","protected":false},"author":1,"featured_media":722,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[6,8,3],"tags":[],"yoast_head":"\nMedia mania, si ndahet torta e milionave! Rezistojn\u00eb televizionet, interneti \u201cfundos\u201d printin - Informohu qart\u00ebsisht!<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/redaktori.com\/?p=721\" \/>\n<meta property=\"og:locale\" content=\"sq_AL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Media mania, si ndahet torta e milionave! Rezistojn\u00eb televizionet, interneti \u201cfundos\u201d printin - Informohu qart\u00ebsisht!\" \/>\n<meta property=\"og:description\" content=\"Ngadal\u00ebsimi i tregut t\u00eb reklamave nuk po e ndal \u201cluft\u00ebn\u201d mediatike, p\u00ebrkundrazi. Televizione t\u00eb reja informative po hapen, nd\u00ebrsa gara mes atyre ekzistues \u00ebsht\u00eb forcuar ndjesh\u00ebm, ndon\u00ebse shum\u00eb pak arrijn\u00eb t\u00eb jen\u00eb fitimprur\u00ebs. 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