The Situation of Competition in the Media Market of Iran

In the past, written and audiovisual media had no competitor in production and distribution market but today they work in a highly competitive media sphere. Development of Internet technology, dominance of modern communication tools and on the other hand the in home film distribution network, user-generated content and more than two thousand satellite TV channels, make it much harder than before to influence the audience. In this situation, understanding the function of each media and their position in the Portfolio of Media consumption is necessary for policy makers in the country. In this article, in order to evaluate the market competition in the media industry and media consumption Portfolio, at first we assign the media four basic functions: monitoring the environment (the news), the creation of social solidarity and coherence (role of guidance), education, entertainment and leisure. We recognize 13 different media in the country market. Then, with an AHP survey of 17 experts in the field of culture and media, the share of people's attention to the media for each specific function was determined. The result shows that today the main function of the media is entertainment. Entertainment needs are mainly satisfied by TV, satellite TV, video games, radio and websites. Guidance and awareness needs are mainly satisfied by TV, satellite TV, websites, radio and newspapers. Educational needs are mainly satisfied by TV, satellite TV, websites, books and radio and information and news needs are mainly satisfied by TV, radio, satellite TV, websites and newspapers. In sum, a large part of madia consumpion are provided by TV, satellite TV, radio, websites, computer games and in home films.