Relationship between New Media and Audience Expectation of National Media

The present research, carried out through a survey, clarifies the relationship between the level and howness of audience new media consumption with the audience expectation from national television, given their personal, social-economic, religious and cultural characteristics. Some 832 young people from Tehran were selected using multistage cluster sampling and the research data were processed using the statistical methods such as Pearson correlation, analysis of variance and multiple regression. The findings show that the more educated and religious people are, the more their need to use television programs reduces and because of their high expectations of television, their needs are not satisfied fully. Thus, this group are less satisfied with the television programs compared to other groups. In addition, as the Internet use increases, their expectations of television decreases, i.e. their use of television programs to satisfy their need falls dramatically.