The pattern of New communication Technologies impact on Media organization agility

Nowaday, in changing and competitive world, one of the essential factors for survival and competitive advantage for agile media organizations is to increase their ability to respond, understand and manage change and use it as an opportunity. New technologies, as an important lever, play a key role in developing agility without which it would be impossible to achieve the speed and flexibility that are the concepts of agility. The present study aims at explaining the influence of automation, one of the new technologies, in the agility of media organizations and providing a model for the impact of automation on agility through the use of mixed method (quantitative content + survey analysis). The statistical population of this research is university professors in media and communications management, active and retired staff and managers of IRIB. Data gathering tools are interviews and questionnaires. Quantitative content analysis and descriptive and inferential statistics were used to analyze the data. The research findings indicate: New technologies are an effective tool for “speed”, “flexibility”, “Responsiveness” and “competency”. These four components are the necessities to an organization excellence which have direct effect on agility. Finally, it is hypothesized that the relationship between the use of new technologies and the agility of media organizations has been designed and presented in a new paradigm.