The Effects of Global Pandemic on Regional Televisions: A Critical Study of Media Production, Advertising Strategies, and Revenue Generation

This study explores the dynamics of media revenue generation, advertising practices, and content production, with a particular focus on critically analyzing the impact of the COVID-19 pandemic on local television broadcasters. The primary objective is to assess both the positive and negative effects of the global pandemic on production activities, advertisement broadcasting, and revenue streams of Kurdish television channels, especially during the lockdown period imposed by the Kurdistan Regional Government between March 14 and 1 May 2020. To achieve this aim, the study employed a mixed-methods approach, incorporating both quantitative and qualitative data collection techniques. The research sample included 98 media professionals and journalists, four advertising production companies with prior experience in drama production, and three Kurdish television channels (both satellite and terrestrial). Finally, findings reveal a direct correlation between mobility restrictions and market-related activities during the pandemic. Media professionals and journalists experienced more severe disruptions compared to advertising company executives and TV channel administrators. The production capacity of major companies (such as Suli Media, AD Media, Unik Engine, and Start Center) was significantly hindered, particularly concerning large-scale video projects. Furthermore, the financial impact was more pronounced among terrestrial broadcasters (e.g., Falkon TVs) than among satellite channels (e.g., Payam, NRT), especially concerning advertising revenue losses. More interestingly, these outcomes diverge from the prevailing perceptions among media practitioners, many of whom view the pandemic’s adverse effects as a global potential threat to the long-term viability and quality of local Kurdish television broadcasting.