Motivations Behind Consuming Persian-Language Satellite TV (A Case Study of Qa emshahr Citizens)

This article aims to study the reasons and motivations behind watching Persian-language satellite TV. A purposeful sampling was used to choose 458 individuals from Qa’emshahr citizens. A survey was carried out through a researcher-made questionnaire. The findings indicate that satellite television’s audience motivation for watching is for amusement and gaining information. The demographic attributes of the audience had a great effect on the extent and way of consuming satellite TV programs, so that men were more likely than women to watch satellite TV programs for gaining information and news on public affairs and political issues. This is while women watched satellite TV programs mainly for their social needs. In addition, according to the findings, the significance of using satellite TV for gaining cognitive and political information increases with the age of audience, and satisfaction with using satellite TV for amusement at lower ages and above 55 is of greater importance; however, social usage of satellite TV programs decreases as the age of audience goes higher.