With the rapid expansion of local media, identifying and addressing the expectations of native audiences has become a critical concern for enhancing media performance and legitimacy. This study examined the expectations of active audiences of Khawaran provincial television in South Khorasan, using the theoretical frameworks of the “Uses and Gratifications” theory and the “Theory of Planned Behavior.” Employing a survey method, data were collected through a researcher-developed questionnaire from 100 purposively selected respondents. The data were analyzed using descriptive statistics, one-sample t-test, Chi-square test, Pearson correlation, and exploratory factor analysis. The findings revealed that the overall level of audience expectations exceeded the average, reflecting high awareness and critical engagement. These expectations clustered into two dimensions: social accountability, encompassing demands for addressing local problems, holding officials accountable, and fostering interaction with the audience; and cultural–entertainment, emphasizing the preservation of local traditions, customs, and program diversity. In terms of program type, audiences expressed the highest preference for news and educational content, while structural reforms—particularly the modification of program formats—emerged as the most prominent demand. The results suggest that increasing audience satisfaction and loyalty in provincial networks depends on aligning media strategies with local expectations. Accordingly, the managerial strategy for Khawaran TV, and other provincial networks, should prioritize both social accountability and the reinforcement of cultural identity. Such an approach can enhance trust, strengthen loyalty, and improve competitiveness in the broader media landscape.