Joint clustering of programs and audiences with the aim of identifying and prioritizing solutions to increase media influence (Case study: Yazd Province TV)

Nowadays, it is obvious that media has a dramatic role in people's lives. Among all types of media, TV can still be powerful if it tries to know its audience and uses creative management. A management that considers the interests of the media and the audience as one is effective.To achieve this goal, we should look for solutions to increase media influence by analyzing the audience and the programs together.In this article, we used innovative joint clustering of audiences based on demographic characteristics and characteristics of television programs. Solutions are provided for members of each cluster in order to increase media influence. The data was obtained from a researcher-made questionnaire and a sample of 390 related experts and people of Yazd.According to the demands of the audience during watching peaks, the managers of Yazd’s local TV channel have to review their broadcast schedule and use the solutions provided in this article on their agenda. Evaluating the quality of clustering shows its suitable structure. The proposed solutions have been validated according to the opinions of media experts and the degree of result’s compliance with the sources related to the research topic.In this article, due to a new technique called joint clustering, the audience is clustered hierarchically and simultaneously based on demographic characteristics and television programs. in addition, the solutions are provided for members in each cluster to increase media influence.