Analysis of Content Targeting and Definition of Sport in Production Systemof Sport TV Programs

The aim of this study was to investigate the current situation of targeting and defining sports in the production of television sports programs, the causes of such a situation and to explain the desired situation.Grounded theory was used as the qualitative method of research. Statistical population consisted of media experts from both the Audio Visual Broadcasting Organization of Iran and also external specialists. These experts were divided in three groups of producers, directors and authors of sport programs; group managers of sport TV programs; and lastly the policy makers of sport programs in the above mentioned organization. Specialists out of this organization were the experts of sport media and PE university professors. Visionary and theoretic sampling method was used and the research instrument was semi-structured. Although after having 17 interviews, the research group was encountering similar results; but we continued the interviews to 20 subjects. Findings acknowledged that in order to get rid of the current situation of understanding sports and setting goals and moving towards the desired, television should use media and sports experts and producers to revive specialized sports groups in television networks. Also, TV executives need to create a competitive environment and move away from monopolies to improve their financial situation. In the next step, the quality of the programs can be improved by interacting with the institutions in charge of sports and creating synergies, in order to avoid the daily routine and filling of the antenna, and the existence of a written program to evaluate the plan and program will be very effective.