Observatorio (OBS*), (2018), 122-144 1646-5954/ERC123483/2018 122 Special issue on The co-option of audiences in the attention economy Guest Editors: Ana Jorge (CECC-UCP), Inês Amaral (FLUC), David Mathieu (Roskilde University/ECREA Audiences and Reception Studies Section Chair) Copyright © 2018 (Sevda Ünal, Mutlu Binark, Selin Çetindağ). Licensed under the Creative Commons Attribution- NonCommercial Generic (cc by-nc). Available at http://obs.obercom.pt. New Broadcasting Ecosystem and the Second Screen Phenomenon in Turkey: Case Study on the Serial Insider Sevda Ünal * , Mutlu Binark ** , Selin Çetindağ *** * Faculty of Communication, Çukurova University, Turkey ** Faculty of Communication, Hacettepe University, Turkey *** Social Sciences Institute, Hacettepe University, Turkey Abstract Traditional television broadcasting has shown a significant change with the convergence to the new media environment. This convergence has changed the traditional ways of television content production and consumption. The audience has become the most important actor in the broadcasting industry, and new mediums and platforms, such as second screen applications and social TV, have gained importance in television broadcasting. This article discusses the transformation of television broadcasting from the second screen phenomenon and the new broadcasting ecosystem through the case of the Turkish serial Insider. The participation of the audience as a producer and consumer, the changing industry strategy, and the new ways of brand integration in this new broadcasting environment were examined through content analysis. The analysis results reveal the audience management strategies of the Turkish broadcasting industry and the audience’s position as producer and consumer in this new ecosystem. Keywords: Television industry, broadcasting ecosystem, content production, convergence, second screen, audience Introduction Today, we are witnessing a new media ecology in which traditional and new media environments intersect. This intersection, called convergence, has changed traditional industrial production and mass consumption in television broadcasting, and it has created the basis for the formation of a new ecosystem. This new ecosystem and the convergence of different mediums has also changed the audience's approach to television.The multiscreen platform-viewing experience has become more common with more and more simultaneous media applications. In this ecosystem, the television industry now creates specific content for certain programs and directly interacts with viewers through social media platforms. The use of the "second screen", which is the main component of this new ecosystem, has the function of inviting the viewer to produce and share content with the television industry. Together with the use of new media applications, the social television phenomenon has changed the way the audience experiences content. Participation in the narrative flow through the second screen and social media applications enriches the viewer experience, on the one hand, and provides a powerful viral marketing opportunity for broadcasters, on the other.