Audience Study of the Elderly in Isfahan

The present study was conducted with the aim of identifying the application style of the national media (TV) by the elderly in Isfahan. Compared to other provinces, Isfahan is one of the six provinces with a higher share of the elderly population and identifying the desires, needs, and interests of the elderly in relation to national media is essential. This study was conducted to identify the thoughts, tendencies, interests, and content and time preferences, needs, and expectations regarding the provincial TV network using a semi-structured interview technique in the statistical population of elderly residents of Isfahan during the years 2010-2011.The results of the study showed that the Isfahan network has a diverse range of elderly audiences: selective, ceremonial, utilitarian, observer, participatory and non-participatory, involved and non-involved, analytical and resistant. These audiences watch television with various goals, including increasing information, learning skills, having fun, escaping from life's problems, and filling their free time. The results of the study indicate that films, various types of competitions, TV series, news, and lectures in the serious program group are of interest to the elderly audience. Also, informing the elderly news of the province, helping to improve the lifestyle, helping to strengthen the spirit, and improving the culture of behavior with the elderly are among the expectations of the Isfahan elderly audience from the provincial network.