Elaboration of a model based on the indices of capabilities and skills of media managers and its effectiveness in advancing the macro goals of Horizon 2025

The media is one of the powerful tools of development and media management help to achieves this objective. In this research work, the model of competency indices and skills of media managers and its effectiveness in advancing the macro goals of Horizon 2025 have been studied. This is an applied study and in terms of research method, is qualitative with a data-based approach. The statistical population of this research is managers and experts in the field of media who have been selected by snowball and purposeful method. Interviews with participants continued until the theoretical saturation was obtained, and this was achieved in 12 interviews. Three stages of coding (open, axial and selective) and powerful MAXQDA2018 software were used to analyze the research data.The results show that the ability of media managers includes four categories of capabilities: macro level, micro level, organizational level and individual level. Also, the results show that the capabilities and skills of media managers and its effectiveness in advancing the macro goals of Horizon 2025, consequences such as improving performance, achieving macro goals, sustainable development, increasing the audience for domestic media production, quantitative and qualitative growth, intellectual growth And it brings growth, raising public awareness, improving political relations, organizational excellence, and human resource empowerment for the media industry.