Volume 05 Issue 12-2024
17
CURRENT RESEARCH JOURNAL OF PHILOLOGICAL SCIENCES
(ISSN
–
2767-3758)
VOLUME
05
ISSUE
12
Pages:
17-23
SJIF
I
MPACT
FACTOR
(2022:
6.
041
)
(2023:
7.
491
)
(2024:
8.235
)
OCLC
–
1242423883
Publisher:
Master Journals
ABSTRACT
This scientific article is devoted to the interactive nature of modern television and analyzes the state of the system
built on the basis of the connection of “man+technology” in Karakalpakstan television. The article analyzes the
programs broadcast on Karakalpakstan TV channels and lists several factors for organizing interactivity at a high level.
At the same time, integrating television programs with social networks and mobile journalism is revealed to increase
the interactive nature of television programs.
KEYWORDS
Interactivity, television, TV program, presenter, mobile journalism, social network.
INTRODUCTION
One of the main features of today’s modern television
is
its
interactivity.
Advanced
technological
development has brought communication with the
viewer to the most active and highest level (Penzhorn
H. & Pitout M., 2022).
Interactivity in journalism is not just a “human +
human” connection. With the aid of technology, the
recipient
becomes
an
active
participant
in
communication, creating a “human + technology”
connection (Karimov A. va boshq., 2019). This system
actively responds to the actions of its users, enhancing
their engagement and connection with the content.
Interactivity has gone through several evolutionary
processes to this day. We will justify this with the
example of Karakalpakstan TV channels. In the early
years of establishing the “Qarakalpaqstan” TV channel
(1964), the viewers came to the editorial office to
express their opinions and personal requests about the
concert programs and performances shown on
Research Article
INTERACTIVITY IS A NECESSITY OF MODERN TELEVISION
Submission Date:
December 01, 2024,
Accepted Date:
December 05, 2024,
Published Date:
December 10, 2024
Crossref doi:
https://doi.org/10.37547/philological-crjps-05-12-04
Allambergenova Perkhan Kudaybergenovna
DSc., Associate Professor, Department of International and Audiovisual Journalism, Uzbek Language and
Literature, JMCU, Uzbekistan
ORCID: https://orcid.org/0009-0005-1471-7402
Journal
Website:
https://masterjournals.
com/index.php/crjps
Copyright:
Original
content from this work
may be used under the
terms of the creative
commons
attributes
4.0 licence.
Volume 05 Issue 12-2024
18
CURRENT RESEARCH JOURNAL OF PHILOLOGICAL SCIENCES
(ISSN
–
2767-3758)
VOLUME
05
ISSUE
12
Pages:
17-23
SJIF
I
MPACT
FACTOR
(2022:
6.
041
)
(2023:
7.
491
)
(2024:
8.235
)
OCLC
–
1242423883
Publisher:
Master Journals
television. This is confirmed by the following
comments:
“The most interesting thing is that the play was a live
production, performed during the formation of the
creative team of Karakalpakstan Television, without
being recorded in advance on a video recorder (there
was no such equipment at that time). This short one-
hour production made such an impression on the
audience that less than half an hour after the play
ended, a group of viewers came straight to the studio
and said, “Did you show this interesting production?
Let us see those artists. Did you direct it?” Television
veterans repeatedly expressed gratitude to Bayram
Matchanov, who played the role of the Negro boy,
Biibikhatsha Oteniyazova, who played the role of the
Negro girl Lukuliya ... and Reimbay Seitov, who played
the role of the Negro boy's father.” (M
ә
direyimov T.,
1989) So, face-to-face communication was conducted
from those times because the audience expressed
their reaction to this production.
Later, the culture of communication was formed, and
viewers expressed their thoughts and opinions
through letters using the postal service. Sources say
that “television, which enters every home as a living
propagandist, is increasingly penetrating the lives of
the population. Letters from viewers arrive the next
day for every broadcast.” (Q
ә
limbetov M., 1969) It
seems that Karakalpakstan Television has been
communicating with viewers through letters since the
first days of its operation. Another example is that
since 1968, the “Teleminiature Theater” has been
broadcast regularly on the “Qaraqalpaqstan” channel.
The fact that this show aroused great interest among
viewers can be seen from the letters that constantly
arrived. In addition, the themes of Karakalpak's
teleminiatures are not taken from books but from real
life. Thanks to the artistic development and the
director's unique approach, television works that
captivated the audience were released on the screen.
The main characters of these works were usually lazy
mechanists, careless supervisors, careless farmers,
complacent bosses, and supervisors who looted public
property. In addition, some vices among the people
were also laughed at.
In their letters, viewers, in addition to expressing their
opinions about this or that show, telling stories about
this or that person, and asking for advice on specific
issues, also asked for their favorite songs to be
broadcast. According to sources, many letters were
written with req
uests such as “especially, let the
people sing this or that song in the concert program
consisting of national melodies and songs, show this or
that film.” (M
ә
direyimov T., 1989) The editorial staff,
whose research on each new topic resonated, tried to
pay attention to the letters, study them, and fulfill the
requests. In this regard, a memoir written by senior
editor G.Seytnazarov is of great importance: “Starting
from November 5, 1964, the editorial office began to
receive many letters, most of which asked for a
concert. We broadcast the performers of a few
ensembles owned by the Radio Committee 1-2 times a
week. Many viewers in those years asked about the
performances of S. Mambetova, A. Atamuratova, A.
Shamuratova, and D. Kaipov. Sometimes, we invited
actors from the state theater to the studio. We gave a
bakhshish concert with Kiyas Zhirov (Shiro et al.).
Literary performances were also organized, and I
remember poets A. Dabilov, S. Nurumbetov, T.
Zhumamuratov, and I. Yusupov reading their poems.”
(M
ә
direyimov T., 1989)
METHOD
It is known that interaction creates an opportunity to
gain the trust of the audience. It affects their mood and
ability to express their opinions. If you pay attention,
you can discover new ideas and new content. In
addition, it ca
n focus everyone’s attention on an
important and serious issue and stimulate the revival of
thoughts and opinions on this issue. According to
Volume 05 Issue 12-2024
19
CURRENT RESEARCH JOURNAL OF PHILOLOGICAL SCIENCES
(ISSN
–
2767-3758)
VOLUME
05
ISSUE
12
Pages:
17-23
SJIF
I
MPACT
FACTOR
(2022:
6.
041
)
(2023:
7.
491
)
(2024:
8.235
)
OCLC
–
1242423883
Publisher:
Master Journals
Russian scientist V.Konetskaya, “The arrival of letters
and phone calls from fans to the editorial offices of
mass media creates an opportunity to identify the
reciprocal communication process. Undoubtedly, this
form of feedback has its characteristics. It improves
mass communication but does not increase the
effectiveness of information transmission.” (Конецкая
В., 1
997) This is natural, of course. The reason is that
communication with the audience affects not only the
effectiveness of the content but also how it is created.
That is, the journalist creates a media product based on
the interests and desires of the audience. Moreover, he
increases the effectiveness through other tools.
For example, the officials who participated in the
programs “With the Reconstruction Course” (“Qayta
qurıó kursi menen”) and “Open communication”
(“Ashıqtan
-
ashıq
soubet”)
broadcast
on
Karakalpakstan Television responded to the questions
of the audience directly by phone on the live broadcast,
which was impressive and convincing. Letters from the
localities prove the growing interest in this program.
“Some programs received more than 50 que
stions.
Due to the broadcast's limited time, answering all of
them on the screen was impossible, so they were
answered later by letter.” (Allambergenov X., 1987)
Indeed, live communication by phone is one of the
main factors that attract viewers to television. By
expressing their views on the live broadcast, the
viewer increases the audience's social activity. Also, as
the primary means of interactivity, language becomes
the main factor in interpersonal communication.
RESULTS AND DISCUSSION
Interactivity, while increasing the popularity of
television, requires its work to be based on its
audience's problems, opinions, and interests.
Interactivity is essential in quickly understanding the
significance and essence of various situations that arise
on the ground, correctly assessing them, and finding
solutions. In this sense, in this process, the viewer
becomes a creator along with the author, and
television becomes a means of reflecting the
audience's opinion. In this regard, interactivity
develops as an element of democracy.
Establishing communication on television through
letters and calls continued until the 2010s. During these
years, the use of SMS services, a new form of
interactivity, began to be observed. In particular, on
September 26, 2011, the temporary procedure for
establishing interactive communication with television
viewers using the SMS services of the National
Television and Radio Company of Uzbekistan was
approved. However, this service did not become
popular due to the ineffective use of SMS on the
“Qaraqalpaqstan” TV channel. However, SMS services
have become more active on Amu Darya Television
–
“ATV”
and
“Jaslar
TV.”
In
particular,
the
communication process with the audience in
entertainment programs was carried out through SMS
services.
The integration of the Internet and television has
increased the interactive nature of television. This is a
common feature of Internet television and interactive
television. The impact of television social integration
on consumer activity is felt. Consumers are now mainly
en
gaged in “Multi
-
screen.” While watching a TV
program, the viewer expresses his opinion through
tablets, smartphones, or laptops.
If the viewer’s tastes and preferences are inclined to
low-quality, frivolous content and demand this from
television, it is the right approach not to put such ideas
into practice. That is, it is not necessary to lower the
level of television and work against the values of the
editorial staff while trying to win over the consumer.
Integration is a mega-process in which interactions,
connections,
and
other
processes
establish
connections between the media and the audience. This
is manifested in several ways on the TV channels of
Karakalpakstan. For example, on the TV channel
Volume 05 Issue 12-2024
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CURRENT RESEARCH JOURNAL OF PHILOLOGICAL SCIENCES
(ISSN
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VOLUME
05
ISSUE
12
Pages:
17-23
SJIF
I
MPACT
FACTOR
(2022:
6.
041
)
(2023:
7.
491
)
(2024:
8.235
)
OCLC
–
1242423883
Publisher:
Master Journals
“Qaraqalpaqstan,” due to the integration of television
with Telegram messenger, live communication is
carried out through a Telegram messenger bot. For
example, more than 3 thousand viewers joined the bot
of the music program “Navo Kecasi,” organized on
June 20, 2020. They participate as active viewers and
express their opinions during the broadcast.
On non-state TV channels, other networks are also
activated in parallel. As a result, it is possible to watch
the live broadcast on several platforms simultaneously
and express their opinions. For example, you can see
signs of social networks and the YouTube platform on
TV screens. The viewer interacts with the content in
real-time. Online video content is the leading part of
the search process.
Another advantage of watching online is the ability to
watch, replay, or pause it anywhere. The disadvantage
is that it requires sufficient traffic and electricity. Here
are some examples. On Turtkul Television
–
“TTV”, in
the music commercial program “Double beach
melody”
(“Qósh
sohil
navolari”,)
direct
communication with fans is established via telegram
bot, telephone, and YouTube hosting. Out of 100
percent of the questions or requests received, 5-10%
are received by telephone. The telegram bot occupies
the central place. “TTV” has a Facebook page that is
not popular. This directly depends on the network that
the population is addressing. On Amudarya Television
–
“ATV,” the “Life Chat” program is broadcast live on
Telegram messenger, and dialogue is conducted with
the channel. A fan club on “ATV” TV has been set up to
go live on Telegram via https://t.me/ATVfanclub. The
📺
and
❌
signs are displayed on the screen of this
channel. The
📺
sign means that
“
the news you write
may be broadcast on the ATV channel.” The
❌
sign
warns that news written with spelling mistakes and
offensive words will not be broadcast. In our opinion,
this is the right approach. Firstly, viewers are asked to
follow the rules of literary language, and secondly,
various unpleasant and emergencies are prevented.
The “Life Nukus FM” program on “Jaslar TV” is
broadcast live on YouTube and the channel. This
greatly facilitates the studio's direct communication
with the audience.
In Uzbekistan, including Karakalpakstan:
• social services: Facebook, Google;
• photo resources: Instagram;
• free video hosting: Youtube;
• messenger for sending messages and video calls:
Telegram is popular.
In international journalism, popular social platforms for
integration include:
• social services: Twitter, Facebook, Google Plus;
• photo resources: Instagram, Flickr;
• free video hos
ting: Youtube, Dailymotion, Liveleak;
• messenger for sending messages and video calls:
Skype, Viber, WhatsApp;
• audio recording: Soundcloud, Audioboo, Mixlr
(Abdul Kabil Khan, 2015).
Interactivity is also manifested in another direction
–
mobile journalism. Recently, mobile journalism, while
playing the role of an essential resource for
professional journalism, has also given rise to active
communication processes with the audience. This
interactive information appears simultaneously on the
mobile phones of millions of people, who read, watch,
and even have the opportunity to respond.
Thus, interactivity has manifested itself in several
evolutionary stages:
‒
in the form of “tête a tet”;
‒
through letters;
‒
by telephone (office and mobile);
‒
through social networks.
During the scientific research, interactive programs
appeared on the TV channels of Karakalpakstan in
several directions:
Volume 05 Issue 12-2024
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CURRENT RESEARCH JOURNAL OF PHILOLOGICAL SCIENCES
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05
ISSUE
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Pages:
17-23
SJIF
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FACTOR
(2022:
6.
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)
(2023:
7.
491
)
(2024:
8.235
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OCLC
–
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Publisher:
Master Journals
‒
in the information direction, mainly on the “Sport”
pages, mobile interviews of competition winners are
given.
‒
in the socio-political direction, the viewer participates
in such programs with his thoughts and concerns.
Examples include the programs “Direct Dialogue” and
“Free Thought”.
‒
in the cultural-educational direction, questions sent
by the viewer are answered by a worker in the field of
art. The program “I Will Answer” broadcast on “Jaslar
TV” is in this direction. It is also appropriate to cite
examples of intellectual talk shows and musical
entertainment programs. For example, the intellectual
talk shows “Quick find” (“Tez top,”) “Intelligence”
(“Zeyin,”) and “Night of music” (“Navo kechasi”)
broadcast on “Qaraqalpaqstan” are among them.
In the process of interactivity, the age and interests of
the audience are manifested in different ways, which,
like in the media, allows television to study the
perception and evaluation of its information by the
audience. Namely:
• Identify the audience. Knowing the demographic
situation, age, and geographical location of the target
audience helps to effectively use all types of social
channels and cover the audience as fully as possible.
• Create a method of communication with the
audience. Each TV channel can determine its
development strategy while studying the audience’s
opinions.
Some scholars believe that “interactivity is becoming
increasingly visible in radio, unlike the press and, in
part, television programs.” (Karimov A.
va boshq.,
2019) However, we disagree with this opinion.
Television’s interaction with the audience is
developing, and interactivity is becoming more and
more evident. As a result, it can be said that it is
performing a socio-political function. In particular, this
is visible in our research object, in socio-political talk
shows and press conferences. Also, the number of live
broadcasts has increased, “open microphones” have
appeared, dialogic forms of television broadcasting
have taken the central place, and direct telephone
communication has become commonplace on
television.
Here is a comment. We believe that organizing a high
level of interactivity in talk shows or reality shows on
various topics depends on several factors:
1. The host;
2. The expert (specialist);
3. Studio guests;
4. The activity of the audience.
Studio participants can be divided into two groups. The
first is “active,” and the second is “passive”
participants. “Active” participants actively participate
in discussions and debates, and it is this activity that
raises the talk show to a higher level. “Passive”
participants, on the other hand, increase the number
of participants and serve as a background. We believe
editors should consider this aspect when organizing a
program. Activity is the main factor in show programs.
Some respondents may be hesitant or shy about
speaking in front of a large audience. In this process,
recording the show or rehearsing it once before the
live broadcast is advisable. Today, in most cases,
insulting or fighting on live broadcasts or during filming
is considered uncivilized.
It must be admitted that in most show programs,
“passive” participants make up the majority. This
prevents the show from reaching the level of a show
and negatively affects the program's quality.
In this case, presenters should also remember some
rules:
• follow the rules of literary language;
• follow broadcast ethics;
• direct the interlocutor who is going astray without
being rude;
• ask questions briefly and concisely.
Volume 05 Issue 12-2024
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CURRENT RESEARCH JOURNAL OF PHILOLOGICAL SCIENCES
(ISSN
–
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VOLUME
05
ISSUE
12
Pages:
17-23
SJIF
I
MPACT
FACTOR
(2022:
6.
041
)
(2023:
7.
491
)
(2024:
8.235
)
OCLC
–
1242423883
Publisher:
Master Journals
Today, modern technical means that enhance the
impact of the blue screen on human psychology and
increase the ability to keep attention on the screen are
performing their tasks perfectly. In addition, media
equipment that allows you to improve the quality of
image and sound further is improving yearly. The
prepared material profoundly impacts the audience's
mood and spiritual world and occupies a special place
in social life.
Audiovisual plots evoke emotions, and their impact
convinces the viewer of the authenticity of the events
(Lane, G., 2009). It is no secret that today's viewers
mainly prefer interactive shows of a recreational
nature. The topics raised in interactive programs such
as talk shows and reality shows are essential in
attracting the audience. In the early years of
independence, events related to the human factor
were widely covered, particularly the obsession with
home life, cold attitude towards stepdaughters, and
excessive extravagance. However, over time, this topic
began to cause boredom among the audience. Doctor
of Philology A.Karimov said, “Although the number of
speeches devoted to this topic increased somewhat in
the early years of independence, the main attention
was paid not to elements that serve to enrich human
spirituality, but to the analysis of human spirituality,
the meaning of the word spirituality from a scientific
point of view, and extensive discussions. The audience,
in a sense, was also affected by this. Shows on this
topic have increased on television, the press, and radio.
In such a situation, a show should be prepared based
on the demands and needs of the audience; that is, it is
natural that journalistic creativity should be of
particular importance.” (Karimov A., 2021) Indeed, this
trend is also present on world television channels
today. Today, TV series are leading on the screens,
entertainment programs and reality shows are taking
second place, while interactive programs dedicated to
discussing everyday topics are taking precedence on
central non-state television channels. Perhaps this is a
way to attract the audience in the conditions of the
media business. Even though it contradicts the
mentality and oriental upbringing, sometimes content
on family, very personal topics is broadcast. This can
lower the show's level and the broadcast's culture,
arouse the viewer's anger and instill negative emotions
in his psychology. It is necessary to consider such
aspects as the negative consequences of interactive
programs and consider this matter seriously.
CONCLUSION
In conclusion, social media conversations are replacing
real-life communication. The number of live broadcasts
has increased, “open microphones” have appeared,
dialogic forms of television broadcasting have taken
the central place, and direct telephone communication
on television has become commonplace.
Although the commercial use of show programs has
become more active on central non-state TV channels,
it is relatively slow on TV channels in Karakalpakstan.
For high-quality integration, each TV channel should
purposefully train specialists, expand social media
platforms, and develop and effectively use the
integration of television programs with social
networks.
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Volume 05 Issue 12-2024
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CURRENT RESEARCH JOURNAL OF PHILOLOGICAL SCIENCES
(ISSN
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VOLUME
05
ISSUE
12
Pages:
17-23
SJIF
I
MPACT
FACTOR
(2022:
6.
041
)
(2023:
7.
491
)
(2024:
8.235
)
OCLC
–
1242423883
Publisher:
Master Journals
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