Expert Analysis of IRIB TV News for Obtaining Competitive Strategies

The most important function constituting the rationale behind launching any mass media company is its news function which brings information on the latest events and developments to the audiences.The present article examines IRIB television news through deep interview with 17 TV news experts and explores weaknesses, strengths, opportunities and threats in this field.The research statement reads that what strategies could help news managers to improve their status in the current competitive environment. The findings show that there’s a gap between the current and the desired situation. To bridge this gap, adopting competitive strategies is necessary.The strategy of professional empowerment of news staff is effective in reducing weaknesses; the strategy of organizational support and reinforcement of IRINN is effective in turning National Media into one of the news pole in the society; adopting the competitive strategy in news sections is effective in reducing threats and weaknesses. Finally, the strategy of audience retention through paying attention to their needs and realizing these needs reduces threats and reinforces strengths.