The present study investigates how Iran is represented in Azerbaijani television networks by analyzing a selection of news reports broadcast on two prominent channels, AZTV and Khazar TV. The research employs critical discourse analysis based on Norman Fairclough’s three-dimensional model. The findings indicate that the representation of Iran in the analyzed samples is negative, constructed through four main discourses: securitization, identity-ethnic, geopolitical-developmental, and ineffectiveness. Sub-discourses also operate within these primary frameworks. According to the analyzed samples, Azerbaijani television networks, despite shared geographical borders and longstanding historical and cultural ties with Iran, seek to construct their neighbor as a “proximate other”. This discursive othering is employed within the framework of Azerbaijan’s policies to influence audience perception and marginalize Iran—a process that can legitimize Azerbaijan’s approaches and policies toward its southern neighbor. The article emphasizes that despite certain differences and discursive and media tensions between the two countries, Azerbaijan and Iran must prioritize maintaining and strengthening peaceful and stable relations given their deep and extensive commonalities and mutual strategic and economic interests. In this regard, the media of both countries should play an effective role in fostering an atmosphere of mutual trust by highlighting shared interests, bilateral benefits, and the achievements resulting from their cooperation.