Compilation and Ranking of Evaluation Criteria for TV Presenters

This research seeks to evaluate the characteristics of an influential TV presenter and determine evaluation indicators. Based on this, it’s trying to develop a criterion for evaluating the presenters, using precise scientific indicators and also the hierarchy of importance of these criteria. The research is a combination of qualitative and quantitative exploratory and its method was to collect and formulate the criteria for implementing thematic analysis, to rank the criteria using AHP (Analytic Hierarchy Process) method, and to collect data using in-depth interviews. The statistical population, media elites, includes managers, programmers, presenters and professors of communication sciences, sociology and psychology, and 31 of them were selected in a snowball method to discover and rank the criteria. The findings showed that the personal, professional and content criteria of presenters, with 60 percent, are the most important, and communication, psychological, organizational, sociological and technical criteria are in the next ranks among experts. The indicators of avoiding imitation, public relations, vocabulary, high intelligence, audience knowledge, crisis management and recognizing the similarities between the speaker and the presenter from the experts' point of view are the most important characteristics for professional presenters. Performers also should know more than what they knew about performance and media. Characteristics such as the ability to engineer messages, knowledge of the world of propaganda and psychological warfare, knowledge of equipment, technical terms, mastery of journalism principles, detailed knowledge of research tools and religious issues, media literacy, knowledge of the position of presenter and media, and interviewing ability.