The Investigation of Qaemshahr Audiance Attitude to the Satelite TV Channels

Audience is the main purpose of any media effort which have to be encouraged and then persuaded that media sends messages in accordance with his interest and need. This study aims at studying the most important media needs of audience in watching Persian-speaking channels. 458 residents of Qaemshahr were chosen based on purposeful sampling technique. This study is a survey which incorporates a researcher-developed questionnaire. Non-parametric techniques were used to analyze the data. The findings of the study show that the participants watch entertaining and didactic programs. Moreover, there are significant differences between audiences in terms of their needs. The hierarchy of their needs is emotional, cognitive, social, and political According to descriptive findings,Most of audiences watch satellite TVs at night. On the other hand, watching satellite TVs is more common among audiences with lower education (under diploma and diploma) and decreases when the level of education increase. Watching satellite TVs is more popular among women than men. Women spend 3-4 hours per day to watch satellite TVs but men usually spend 2-3 hours per day. According to Grinner, high consuming audiences are women.