Comparative Study of Reasons for Media Preference of Local and Foreign Television Channels Using Fuzzy Analytic Hierarchy Process (Case: Media Experts and Citizens of Tehran)

A wide range of factors affect media choice by audiences. The main goal of this research was comparative study of reasons for media preference of local and foreign television channels using Fuzzy Analytic Hierarchy Process (FAHP). Data were collected using a researcher-made questionnaire based on pairwise comparison from a sample of 26 media experts and 105 citizens of Tehran in 1396. First, a 7 × 7 matrix was created and then, different dual criteriacriteria were compared assigning the hourly table values. Finally, the research findings showed that the greatest influence on media preference of local and foreign television channels is associated to the criterion of trusty. After that the criteria of satisfying, variety of programs, entertaining and taking out of grumpy mood, meeting the needs and educational motivations are the next factors influencing respectively. It is also worth noting that the access cost criterion was at the least rank.