تقويم الاداء الاعلامي للقنوات الفضائية الاماراتية ( دراسة مقارنة بين اتجاهات الجمهور والاعلاميين )

The study seeks to analyze the perceptions of audience and the mass media people in UAE towards the performance of Emirates Satellite TV Channels. It analyzed the exposure motivations of both audience and media specialists to satellite TV channels, its positive and negative aspects and to what extent they abide by media ethics. A survey was conducted with a sample of four hundred. The study showed significant differences between audience and media people towards the characteristics of TV channels, its positive and negative aspects and its commitments to media ethics. The study also showed that the expectancy value model and the third person effect model are applicable in studying the perceptions of audience and media people in UAE towards the performance of Emirates Satellite TV Channels. It called for enacting new strategies for Emirates TV Satellite channels based on Arab and local values and traditions and charting new media ethics.