Proposing Conceptual Model for Creativity and Innovation Management in Content production for IRIB TV

Nowadays Creativity and innovation management has turned into a strategic need for media organizations. It seems that even IRIB requires managing creativities and innovation in producing TV Content.
Goals: This research is seeking to find a resolution to meet the needs in the form of an indigenous model.
The method which is applied in this research is Grounded Theory. 10 top well-informed managers and TV. Programmers and also creativity, innovation and management experts and professionals in academic field were selected based on theoretical sampling. The data were gathered using in-depth interviews and then they were analyzed based on the mechanisms discussed in the methodology of grounded theory by implementing open, axial and selective coding process
Therefore, the findings of this research is classified within four key categories. Creative TV Programming means those concepts indicating characteristics and aspects of TV Programming; The key issue of director of creative TV Programming, study the role of director during different steps of programming process; some of their primary responsibilities and intrinsic properties and skills are indicated in creativity and innovation management. The roles and obligations of the programmer within the process of programming and talents, skills and capabilities are included as the subcategories of programmer in creative TV Programming. Moreover, concepts related to basic needs, requirements and measurement in exploring creativity and innovation within the organization are included in the subcategory of organization and creative TV Programming.
At the end the conceptual model for creativity and innovation management in content production in IRIB Tv was designed. This model includes 4 dimensions which are creating TV programming, director of creative TV programming, programmer in creative TV programming and organization and creative TV programming.