Internet TV: study of the motivation of Tehrani Youth to use Internet Television

Internet based televisions considered as social media, have made considerable progress in recent years and become very important and popular among the youth. The purpose of this paper is to study the motivation behind the use of Internet- based TV in comparison to the traditional or antenna and Seattleite based TVs. According to the theoretical debates, the main reason for preferring Internet based TV to the tradition one is that the former could be watched privately and in seclusion. The survey was conducted in two manners of meeting in person the responders and sending questionnaires through email and the sample population has been 1200 youth aged 20-40. The main and most important findings of the study includes easy access to Internet (Computer and Mobile Phones), spending of leisure time, comfort and diversity of programs, interactiveness and reflecting opinion, using the media in seclusion and content selection choice and options.   Other advantages such a absence of control mechanism and no need for setting a plan to watch Internet TV and lack of diversity and visual attractions of TV networks especially Islamic Republic of Iran Broadcasting (IRIB) TV channels are responsible for the youth in Tehran to opt to Internet TV. However, despite popularity of Internet TV among the youth in Tehran, this media has not yet found it way among the general public and only 24 percent of the youth watch Internet TV and only for less than 1 hour a day