IRIB provincial radio and television networks are effective institutions in Maintaining and promoting the local languages and cultures. Mazandarani language, as one of the main languages spoken in northern Iran, is being used in Mazandaran provincial TV and Radio network as well as Persian, as the Iranian standard language. However, the usage of the local language has been quite challenging due to several factors one of which is the negative language attitude towards the local language among IRIB Mazandarani audience. The present research aims at finding practical solutions regarding this challenge using qualitative survey methods and purposive sampling. According to the findings, providing information about the importance of Mazandarani language by mass media and the main cultural and educational institutions such as Organization of Cultural Heritage, Handicrafts and Tourism and Ministry of Education are effective measures to face the challenge. As the interviewees suggest, educating IRIB program makers about the importance of the local language and the individual and social advantages of bilingualism, using Mazandarani language in high-level official and serious programs and making programs directly aimed at providing information about the significance of Mazandarani language are among the main practical steps local media can take to confront the negative language attitude towards the local language among IRIB Mazandarani audience.