Factors Influencing Branding of Sport-Based TV Programs in Iran

Television is one of the important elements of the global communication industry, that is to say this mega-media which consists of various channels and programs has severely affected the lifestyle of most people. The aim of this study was to identify those factors affecting the branding of sport-based television programs in Iran. In this correlational study, which was conducted with an applied method using an exploratory factor analysis approach, 164 media and sport management experts who had sufficient knowledge of visual and auditory media participated in the study as the research sample. They responded voluntarily to a researcher-made questionnaire consisting of 39 items. This questionnaire was designed by the study of related books and articles, and its face and content validity as well as its reliability were confirmed. Findings from exploratory factor analysis showed that 4 factors were identified as those affecting the branding of sport-based television programs in Iran:  program approach, contextual factors, performance quality and program content. These 4 factors explained more than 70% of variance in the branding of sport-based television programs in Iran. The overall result of the study showed that most of the effective variables in the branding of television sport programs are under the control of broadcasting managers so a strategic planning in this area can pave the way for the development and productivity of the branded television programs.