Model of Internet TV Development in Iran Using Marketing Approach

The main purpose of this study was to provide a model for the development of Internet TV in Iran with a marketing approach.

The present study was applied-developmental in terms of purpose and exploratory mixed research in terms of nature. The statistical population was in the quality department, professors and specialists of Internet TV, as well as experts and activists in this department. The experts were identified by purposive sampling and snowball sampling, which according to the adequacy of the data, a total of 25 experts were interviewed. The statistical population in a small part was 384 ordinary and Internet TV audiences in Isfahan. In the qualitative part, the interview was used as a data collection tool and in the quantitative part; a 58-item questionnaire was used. The research method in the qualitative part was thematic analysis and in the quantitative part the researcher used the structural equation approach and Smart PLS software.

The results confirmed that the identification of components and elements of the Internet TV development model and the relationship between these components and elements by considering the marketing approach led to the development and promotion of Internet TV and by providing and facilitating the conditions And the necessary facilities will make more audiences interested in using these services. Finally, the result of this research is to provide a suitable model for the development of Internet TV with a marketing approach.

The results obtained in the structural equations section were evidence that all the designed relationships in the qualitative section are approved and all components of the model have significant relationships with each other.