Communication Research

Establish and Development Strategies for Interactive TV in IRIB

Document Type : Original Article

Authors

Abdolali Aliaskari 1
Rasoul Bakhtiar 2

1 Associate prof. in Industrial Engineering, IRIB Uni.

2 Media management

https://doi.org/10.22082/cr.2017.25788
Abstract
With the increasing number of different media, audiences tend to choose suitable media for their own criteria, interests, and more variety and interesting content. Interactive TV is an emerging technology with high impact on our society. Then National Media (IRIB) needs to recognize environment to adapt quickly changing media for being active in this field. The study is to compare the views of 16 experts and policymakers which have been purposefully selected, using Delphi and through interviews, to provide guidelines for interactive TV. After defining scores it revealed that IRIB position in the field of interactive TV in the strategic position matrix was in the offensive area. Finally, thirteen strategies were determined. The most important were creating a diverse and engaging system with healthy content, pricing for different income strata and optimizing users’ engagement, Maximizing audience through introducing interactive TV or ads on the different services, and also making infrastructures to use cultural institutions and private sectors’ productive contents

Keywords

Strategy
Interactive TV
Interactive
Media Convergence
IRIB
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  • Receive Date 15 June 2016
  • Revise Date 02 September 2016
  • Accept Date 01 October 2016

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