ﺳﯿﺎﺳﺖ ﮔﺬاري ﺑﺮاي ﺗﻠﻮﯾﺰﯾﻮن اﯾﻨﺴﺘﺎﮔﺮاﻣﯽ ﭼﮕﻮﻧﮕﯽ ﻣﻮاﺟﻬﮥ ﺻﺪاوﺳﯿﻤﺎ ﺑﺎ IGTV

IGTV Opportunities and threats for IRIB

ورود و ﮐﺎرﺑﺮي ﻓﻨﺎوري ﻫﺎي ﺟﺪﯾﺪ ارﺗﺒﺎﻃﯽ در ﯾﮏ ﺟﺎﻣﻌﻪ، ﺑﺮ رﺳﺎﻧﻪ ﻫﺎي ﻣﻮﺟﻮد ﺗﺄﺛﯿﺮ ﻣﯽ ﮔﺬارد و ﻧﯿﺎز ﺑﻪ ﺳﯿﺎﺳﺖ ﮔﺬاري ﺟﺪﯾﺪ را ﺑﺮاي رﺳﺎﻧﻪ ﻫﺎي ﺟﺮﯾﺎن اﺻﻠﯽ ﺿﺮوري ﻣﯽ ﺳﺎزد. ﺗﻠﻮﯾﺰﯾﻮن اﯾﻨﺴﺘﺎﮔﺮاﻣﯽ )IGTV(، ﯾﮑﯽ از ﻣﺼﺪاق ﻫﺎي اﯾﻦ ﺧﺪﻣﺎت ارﺗﺒﺎﻃﯽ ﺟﺪﯾﺪ اﺳﺖ ﮐﻪ ﺑﺎوﺟﻮد ﻓﺮاﻫﻢ ﻧﻤﻮدن ﺑﺴﺘﺮ ارﺗﺒﺎﻃﯽ ﻏﻨﯽ ﺗﺮ ﺑﺮاي ﮐﺎرﺑﺮان، ﺻﺪاوﺳﯿﻤﺎ را ﺑﺎ ﻣﺴﺎﺋﻞ ﺟﺪﯾﺪي ﻣﻮاﺟﻪ ﮐﺮده اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ، ﺿﻤﻦ ﺗﺸﺮﯾﺢ ﻓﺮﺻﺖ ﻫﺎ و ﺗﻬﺪﯾﺪ ﻫﺎي ﺗﻠﻮﯾﺰﯾﻮن اﯾﻨﺴﺘﺎﮔﺮاﻣﯽ ﺑﺮاي ﺻﺪاوﺳﯿﻤﺎ، ﺑﻪ ﺳﯿﺎﺳﺖ ﻫﺎي ﻣﻮﺟﻮد و ﻣﻄﻠﻮب ﻣﻮاﺟﻬﻪ، اﻧﻮاع راﻫﺒﺮدﻫﺎ و ﻣﻮاﻧﻊ ﭘﯿﺶ رو ﭘﺮداﺧﺘﻪ اﺳﺖ. ﺑﺪﯾﻦ ﻣﻨﻈﻮر، 12 ﻣﺼﺎﺣﺒﮥ ﻧﯿﻤﻪ ﺳﺎﺧﺖ ﯾﺎﻓﺘﻪ ﺑﺎ ﻣﺘﺨﺼﺼﺎن ﻋﻠﻢ ارﺗﺒﺎﻃﺎت و ﻣﺪﯾﺮﯾﺖ رﺳﺎﻧﻪ ﺻﻮرت ﮔﺮﻓﺘﻪ، داده ﻫﺎي ﺣﺎﺻﻞ ﺑﺎ روش ﺗﺤﻠﯿﻞ ﻣﺤﺘﻮاي ﻣﻀﻤﻮﻧﯽ در دو ﻣﺮﺣﻠﻪ ﮐﺪﮔﺬاري و ﺗﺤﻠﯿﻞ ﺷﺪه اﺳﺖ. ﺑﺮ اﺳﺎس ﻧﻈﺮ ﻣﺘﺨﺼﺼﺎن، ﻓﺮﺻﺖ ﻫﺎي ﺗﻠﻮﯾﺰﯾﻮن اﯾﻨﺴﺘﺎﮔﺮاﻣﯽ ﺑﺮاي ﺻﺪاوﺳﯿﻤﺎ، ﺷﺎﻣﻞ دو دﺳﺘﮥ ﻓﺮﺻﺖ ﻫﺎي ﮐﺎرﺑﺮدي )اﺳﺘﻔﺎده از ﻣﺤﺘﻮاي ﮐﺎرﺑﺮﺗﻮﻟﯿﺪ، اﺳﺘﻌﺪادﯾﺎﺑﯽ، ﺗﻌﺎﻣﻞ ﺑﺎ ﻣﺨﺎﻃﺐ و ﻧﻈﺮﺳﻨﺠﯽ( و ﻓﺮﺻﺖ ﻫﺎي ﻏﺎﯾﯽ )ﮐﻤﮏ ﺑﻪ ﺣﮑﻤﺮاﻧﯽ ﺧﻮب، اﯾﺠﺎد ﺗﻌﺎدل ﻣﯿﺎن ﻓﺮﻫﻨﮓ رﺳﻤﯽ و ﻋﺮﻓﯽ، ﻣﺘﻨﻮع ﺗﺮ ﺷﺪن ﺳﭙﻬﺮ رﺳﺎﻧﻪ اي اﯾﺮان و ﺑﺎﮐﯿﻔﯿﺖ ﺗﺮ ﺷﺪن ﺗﻮﻟﯿﺪات ﺻﺪاوﺳﯿﻤﺎ( اﺳﺖ. ﺗﻬﺪﯾﺪﻫﺎي ﺗﻠﻮﯾﺰﯾﻮن اﯾﻨﺴﺘﺎﮔﺮاﻣﯽ ﺑﺮاي ﺻﺪاوﺳﯿﻤﺎ ﻧﯿﺰ ﻣﻌﻄﻮف ﺑﻪ ﺗﻀﻌﯿﻒ ﺟﺎﯾﮕﺎه اﻧﺤﺼﺎري ﺻﺪاوﺳﯿﻤﺎ، ﮐﺎﻫﺶ ﻣﺨﺎﻃﺐ و ﮐﺎﻫﺶ درآﻣﺪ از ﻣﺤﻞ آﮔﻬﯽ ﻋﻨﻮان ﺷﺪه اﺳﺖ. ﺳﯿﺎﺳﺖ ﮔﺬاري ﻣﺘﻨﺎﺳﺐ و ﻣﻄﻠﻮب در اﯾﻦ دوران، »ﺳﯿﺎﺳﺖ ﮔﺬاري ﻫﻤﮕﺮا« ﺧﻮاﻧﺪه ﺷﺪه و در ﭘﺎﯾﺎن، ﭘﯿﺸﻨﻬﺎدﻫﺎﯾﯽ ﺑﺮاي ﮐﺎراﯾﯽ و اﺛﺮﺑﺨﺸﯽ ﺑﻬﺘﺮ رﺳﺎﻧﮥ ﻣﻠﯽ در ﻓﻀﺎي ﺟﺪﯾﺪ، ﻣﺘﻨﻮع و رﻗﺎﺑﺘﯽ رﺳﺎﻧﻪ ﻫﺎ از ﺳﻮي ﻣﺘﺨﺼﺼﺎن اراﺋﻪ ﺷﺪه اﺳﺖ.

IGTV and its capabilities have affected the communication space of today's Iranian society, creating many challenges and issues in the media policy, especially IRIB. This study, explains the opportunities and threats of IGTV for IRIB and bring up the existing and desirable policies and strategies facing this new media service. For this purpose, with a qualitative approach and expert interview technique, 12 semi-structured interviews with communication science and media management professionals were conducted, and the data were coded, categorized and analyzed by Nvivo 10 software. IGTV opportunities for IRIB include two categories of practical opportunities (use of user-generated content, talent identification, audience engagement and polling) and ultimate opportunities (helping to govern well, balancing formal and customary culture, diversifying Iran's media sphere and produce better productions). The threats posed by IGTV to the IRIB included creating more challenges for the IRIB monopoly position, reducing the audience, and reducing revenue from the advertisements. According to experts, the two main ways exist for IRIB. First, the continuation of current policies (filtering and popularization of domestic platforms) and second, appropriate policies for the new era (convergent policies). They suggested having a professional presence in the social media space and becoming a multi-platform media, working on their strengths, using IGTV to interact more with the audience and attracting them and gaining their trust as strategies for IRIB.