Journal of Interdisciplinary Studies in Communication and Media

Journal of Interdisciplinary Studies in Communication and Media

Evaluating the Status of IRIB in Using Big Data to Know Audiences and Improve Product Quality

Document Type : Research Paper

Authors
milad khodaei 1
mohammad qoli minavand 2
1 -Ph.D Student in Media Management, Faculty of Arts and Media, Imam Hussein University, Tehran, Iran. (Corresponding author)
2 Associate Professor, Department of Media Management, Faculty of Communication and media, University of IRIB, Tehran, Iran.
10.22085/jiscm.2025.454371.1680
Abstract
In a world where communication and information technologies have become an inseparable part of human life, the media, as the main communication tool, play a key role in the daily lives of their audiences. The fact that a content creator understands when, what content, how, to which audience, and with what tool must be presented in order to be successful in attracting the audience attention is one of the most important priorities of today's media; hence, using the numerous and diverse data available in today's world - known as "big data" - is one of the most important opportunities for media organizations to improve their situation in attracting audiences. The main questions of this article are: What data exists in the Islamic Republic of Iran Broadcasting (IRIB)? And is there a mechanism for analyzing data in the IRIB? The purpose of this research is to investigate the status of the IRIB in using big data. In this applied research, the structured interview method was used to understand the current status of the IRIB in receiving, analyzing, and presenting big data to producers. To this end, interviews were conducted with six elites and experts who have responsibilities and expertise in the IRIB and in the field of big data, using a purposive sampling method, and the current status of the organization in utilizing big data was examined.
Keywords
Islamic Republic of Iran Broadcasting (IRIB), Big Data, Data Mining, Audience Research
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