mahdokht brojerdi alavi; MohammadMahdi Rahmati
Abstract
Content strategies have a crucial role in fulfilling the mission of IRIB. The main prerequisite for the successful implementation and operation of these strategies is haveing appropriate evaluation indicators. The main goal of this study is, "Identifying the measures of evaluating the strategies of the ...
Read More
Content strategies have a crucial role in fulfilling the mission of IRIB. The main prerequisite for the successful implementation and operation of these strategies is haveing appropriate evaluation indicators. The main goal of this study is, "Identifying the measures of evaluating the strategies of the IRIB in the field of content production and distribution. Balanced Scorecard has been used to achieve the goals of the research. In this research, experts' opinions were used in two focus group sessions. By focusing on balanced scorecard dimensions and long-range strategies and programs of IRIB in the content area, indicators were identified. "Percentage of programs produced with research attachment, "The number of news sections in specialized channels", "Amount of freelance production in broadband and in different genres", "Monetizing through different income mechanisms in the broadband space", "The number of people interacting with IRIB, "The status of the channels and radio and television programs in the social networks" are the most important indicators identified for the strategic assessment of the IRIB content in accordance with the balanced scorecard model. For continuous evaluation of content strategies, it is necessary for IRIB to translate the indicators into quantities value. Then, based on them, determine and quantify the progress of content strategy. Considering the environmental requirements and audience’s desires, needs and interests, as well as analyzing their performance and competitors in the media competition environment and the serious effort to apply these indicators will provide the basis for accurate content management and planning.
