Gamification Capabilities to Increase Audiences Engagement with the Media: A Case Study of IRIB IPTV

Islamic Republic of Iran Broadcasting (IRIB), as the only local pervasive broadcasting service in Iran, has faced with serious challenges by the advent of new technologies and changes in media communication models in recent years. For this purpose, IRIB is going to lunch the IPTV in order to achieve the new media technologies and keep its situation in the media consumption baskets of Iranian families. However, employing a scientific method is needed to guarantee success due to the high costs of this work.. Therefore, with regard to a research vacuum in this field, this study aimed to recognise the capabilities of Gamification to increase audience engagement in IPTV.
the preset study first tried to recognise the IPTV services with the highest gamification capability using three consecutive research methods including documentary studies, Delphi (in three consecutive rounds) and interviews. Then, capabilities of Gamification with the highest ability to gamify those services and practical examples of how to gamify these services were presented.
In result of documentary and delphi (three consecutive rounds) studies, 12 IPTV services with gamification capability and 13 gamification capabilities with integrated ability with those services were selected by experts who were involved in study of community surveyed. Finally, in order to being more tangible, profound interviews were made with gamification experts and practical examples of integrated Gamification Capabilities with the IPTV services presented.
Th implementation of gamification technology in Iran’s IPTV media can act as a incentive technology in order to attract, engage and hold the audiences. It is also able to change Iran’s IPTV media as an affordable media with reference to its high launching costs. This technology can also be a tool to guarantee success of this media among media competitive environment.