Tentative transition to market communications: Early television advertising in Kazakhstan.

Abstract

While there has been considerable growth of commercial media such as in local, national and regional television in Kazakhstan, the reality is still one of oligopolistic competition with much political intervention. Utilising personal interviews with and secondary data from ad agencies, market research firms and mediaowners, this paper maps the early history and development of television and advertising industries in this Central Asian state. This research suggests that the tentative practice of advertising in this transitional economy resembles that of developing countries rather than emulation of the developed models upheld. Yet its challenges with account handling, media buying and creative services in Kazakhstan might hold lessons for other newcomers to the capitalist production system in its region. The author argues further that its practitioners and policy-makers could learn from the historic experience of developing, emergent and transitional economies worldwide.