The Optimal Audience Persuasion Model for IRIB's Political Programming

Today, Iranian audiences show great interest in foreign-based Persian-broadcast media due to their use of modern techniques of persuasion. This study focuses on the increasing importance of developing a model to reabsorb the domestic audiences of IRIB’s political programming by identifying the strengths and weaknesses of current production models, and tapping into potential opportunities, while remaining wary of threats. In this study we used Non-Probability (purposive) sampling and the SWOT analysis methods through Space technique. Samples were selected from IRIB managers and university professors. Subjects with affiliation to IRIB gave high satisfaction scores to existing programming whereas those with no affiliation to IRIB gave below-average scores to the same contents. We believe this discrepancy to be a cause for concern and propose greater emphasis on audience-oriented elements and social context in IRIB’s political programming and production. Based on our findings, IRIB should take a variety of measures to persuade audiences of IRIB’s political programs; the most important of these are as follows:
• Competing with rival foreign broadcasters in producing programs that are both relevant and trustworthy,
• Presenting such programs using novel technical standards of TV production and content delivery,
• Giving producers greater influence over the content they produce,
• Modernizing IRIB’s organizational structure to cater for the tastes and interests of the broad spectrum of domestic audiences,
• Enabling decentralization of production with a focus on talents and potentials of IRIB’s producers in provincial centers across the country.