Journal of
Media and Communication Studies

  • Abbreviation: J. Media Commun. Stud.
  • Language: English
  • ISSN: 2141-2545
  • DOI: 10.5897/JMCS
  • Start Year: 2009
  • Published Articles: 223

Full Length Research Paper

The study of the audiences of the Persian satellite channels in terms of their use and gratification

Mehrdad Matani* and Mahshid Hassanpour
Department of Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran.
Email: [email protected]

  •  Accepted: 23 April 2013
  •  Published: 30 September 2013


Audience is the main purpose of any media effort which have to be encouraged and then persuaded that media sends messages in accordance with his interest and need. This study aims at studying the most important media needs of audience in watching Persian-speaking channels. 458 residents of Qaemshahr were chosen based on purposeful sampling technique. This study is a survey which incorporates a researcher-developed questionnaire. Non-parametric techniques were used to analyze the data. The findings of the study show that the participants watch entertaining and didactic programs. Moreover, there are significant differences between audiences in terms of their needs. The hierarchy of their needs is emotional, cognitive, social.


Key words: Satellite channels, use and gratification, audiences, need, motivation.