Providing a Cultural Model to Understand the Process of Attracting TV Audiences

Document Type : Research Paper

Authors

1 Ph.D. Student of Management and Planning of Cultural Affairs, North Tehran Branch, Islamic Azad University, Tehran, Iran

2 Assistant Professor, Department of Management and Planning of Cultural Affairs, Naragh Unit, Islamic Azad University, Isfahan, Iran

3 Assistant Professor of Management and Planning of Cultural Affairs, Roudehen Branch, Islamic Azad University, Tehran, Iran

4 Associate Professor of Management and Cultural Planning Department, North Tehran Branch, Islamic Azad University, Tehran, Iran

Abstract

Nowadays, despite the Internet, social networks are the main competitors of mass networks, and the number of their users is increasing day to day. Therefore, the purpose of this study is to provide a cultural model to understand the process of attracting TV audiences. This research is a practical research, and a descriptive-survey research in terms of data collection. The research orientation type is integrated research and has been done in qualitative and quantitative parts two: The research population consists of all experts in the field of television and cultural managers in the field of television, which 384 people of them have been selected as a sample and purposefully. By analyzing the initial data obtained through the study and analysis of documents, the initial dimensions and components of the process of attracting TV audiences were extracted in 6 dimensions and 26 components. Then, a questionnaire was prepared from them and provided to the sample size, and finally, the model of attracting the understanding of the TV audiences process in six dimensions of audience, loyalty and satisfaction, advertising, brand building, service quality and media trust was presented. In the final section, the final questionnaire with 67 items was provided to the selected samples, which investigated the importance of research dimensions and components. The results of factor analysis confirmed all the components extracted based on theoretical foundations and research background. The findings showed that among the dimensions, service quality by mean (0.88) has had the highest effect on the process of attracting TV audiences and media trust by mean (0.61) has had the least effect on the process of attracting TV audiences.

Keywords