Scenarios of the Presence and Activity of IRIB in Media Perspective Document 1407 (Case: Jahaanbin Broadcasting - Chaharmahal va Bakhtiari Province)

With the advent of new social media, during less than two decades, the culture and media usage has been changed and mainstream media such as radio and TV, have lost some of their audiences. The explosion of social media shows that the ecosystem of the media industry is changing and media organizations should adopt new strategies for this evolving environment. Regarding the role and position of the Islamic Republic of Iran Broadcasting in informing, managing public opinion and awareness, maintaining audience and strengthening their position is a strategic issue. This study, with regard this important and using the future study approaches, answered the question: what possible scenarios can be imagined for presence of IRIB especially Jahaanbin Broadcasting in cyberspace? How will be the presence and the role of each in cyberspace? What strategies can be considered to strengthen the presence or control of developing cyberspace in any scenario? The research method was interview using expert panels and mental stimuli. To measure the cross-effects of drivers and identify the compatible scenarios wizard scenario software was used. The outcomes were 5 compatible scenarios in which extracted media strategies to strengthen the role and position of IRIB to audience.