تدوين استراتژي براي رسانه ملي در حوزه بازار رسانه هاي نوين با مطالعه اثربخشي رسانه هاي مبتني بر IP به كمك روش BSC

Developing a strategy for the IRIB in the field of the modern media market by studying the effectiveness of media-based IP with help BSC methodology

در دﻧﯿﺎي رﺳﺎﻧﻪ اﻣﺮوز دﯾﮕﺮ ﺗﻠﻮﯾﺰﯾﻮن ﻫﺎ و ﺳﺮوﯾﺲ ﻣﺎﻫﻮاره اي و ﮐﺎﺑﻞ دﯾﺠﯿﺘﺎﻟﯽ ﺑﺎر رﺳﺎﻧﻪ را ﺑﻪ دوش ﻧﻤﯽ ﮐﺸﻨﺪ ﺑﻠﮑﻪ رﺳﺎﻧﻪ ﺑﺎ ﻣﻔﺎﻫﯿﻤﯽ ﻫﻤﭽﻮن Social Network، Mobile TV،OTT ،IPTV ﭘﯿﻮﻧﺪ ﺧﻮرده اﺳﺖ. از ﻃﺮﻓﯽ اﺛﺮ ﺑﺨﺸﯽ ﯾﮏ رﺳﺎﻧﻪ ﺑﺎ ﺟﻨﺲ ﺟﺪﯾﺪ و ﻣﺒﺘﻨﯽ ﺑﺮ IP ﻣﺸﻤﻮل ﻣﺤﺎﺳﺒﺎت ﻣﺘﻐﯿﺮﻫﺎي ﻣﺨﺘﻠﻒ ﻣﯽ ﺑﺎﺷﺪ ﮐﻪ ﺑﺮﺧﯽ از آﻧﻬﺎ ﻋﺒﺎرﺗﻨﺪ از: ﺗﻮﺳﻌﻪ زﯾﺮﺳﺎﺧﺖ ارﺗﺒﺎﻃﯽ، اﻓﺰاﯾﺶ ﮐﯿﻔﯿﺖ ﺻﻮت و ﺗﺼﻮﯾﺮ، دﺳﺘﺮﺳﯽ آﺳﺎن ﺑﻪ ﻣﺤﺘﻮا، دﻗﺖ و ﮐﯿﻔﯿﺖ داده ﻫﺎي ﻣﺤﺘﻮا، ﻣﯿﺰان ﺑﺎزدﯾﺪﮐﻨﻨﺪﮔﺎن، ﻗﺎﺑﻠﯿﺖ ﺗﻌﺎﻣﻞ ﻣﺨﺎﻃﺐ ﺑﺎ ﺗﻮﻟﯿﺪﮐﻨﻨﺪه، ﮐﺎراﯾﯽ ﻣﺪل ﮐﺴﺐ و ﮐﺎر ﻣﺤﺘﻮاﯾﯽ، درآﻣﺪزا ﺑﻮدن ﺳﺮوﯾﺲ و ﻏﯿﺮه. ﻣﺠﻤﻮﻋﻪ اﯾﻦ ﻣﺘﻐﯿﺮﻫﺎ در اﯾﻦ ﻣﻘﺎﻟﻪ ﺑﺎ CMV ﯾﺎ ﻣﺘﻐﯿﺮ رﺳﺎﻧﻪ اي ﻣﺤﺘﻮا ﻋﻨﻮان ﻣﯽ ﮔﺮد و ﺳﻌﯽ ﺷﺪه اﺳﺖ ﺗﺎ ﺑﺎ ﮐﻤﮏ ﯾﺎﻓﺘﻪ ﻫﺎي ﺗﺤﻘﯿﻘﺎت اﺳﺘﺮاﺗﮋﯾﺴﺖ ﻫﺎي ﺑﺮﺗﺮ اﯾﻦ ﺣﻮزه ﻣﺘﻐﯿﺮﻫﺎي CMV ﺷﻨﺎﺧﺘﻪ ﺷﻮد. در اداﻣﻪ ﻣﻄﺎﻟﻌﻪ ﺑﻪ ﺳﺮاغ روش BSCﯾﺎ ﮐﺎرت اﻣﺘﯿﺎز دﻫﯽ ﻣﺘﻮازن ﻣﯽ روﯾﻢ ﮐﻪ ﯾﮑﯽ از اﺑﺰارﻫﺎي ﻣﺘﺪوال ﻣﺪﻟﯿﻨﮓ و ﺗﺪوﯾﻦ اﺳﺘﺮاﺗﮋي اﺳﺖ. در BSC ﭼﻬﺎر ﻣﻮﺿﻮع ﻣﺎﻟﯽ، رﺿﺎﯾﺖ ﻣﺸﺘﺮي، ﻓﺮاﯾﻨﺪﻫﺎي داﺧﻠﯽ و ﺗﻮﺳﻌﻪ ﺑﻪ ﻋﻨﻮان ﭘﺎراﻣﺘﺮﻫﺎي ﮐﻠﯿﺪي ﻣﻄﺮح ﻣﯽ ﮔﺮدﻧﺪ ﮐﻪ ﻣﺎ ﺑﺎ ﺟﺎﯾﮕﺬاري ﻣﺘﻐﯿﺮﻫﺎي CMV در ﭘﺎراﻣﺘﺮﻫﺎي ﭼﻬﺎرﮔﺎﻧﻪ، ﻧﺤﻮه اﺟﺮا و روﯾﮑﺮد اﺳﺘﺮاﺗﮋي را در ﻗﺎﻟﺐ ﯾﮏ ﻣﺪل ﻣﻔﻬﻮﻣﯽ اراﺋﻪ ﻣﯽ دﻫﯿﻢ. ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ اﯾﻦ ﻣﺪل ﻣﻔﻬﻮﻣﯽ ﭘﺮﺳﺸﻨﺎﻣﻪ اي ﺷﺎﻣﻞ 20 ﺳﻮال ﺗﻬﯿﻪ و ﻣﻮرد ﺳﻮال از ﻧﺨﺒﮕﺎن اﯾﻦ ﺣﻮزه ﻗﺮار ﻣﯽ ﮔﯿﺮد ﮐﻪ در ﻧﻬﺎﯾﺖ ﺑﺎ روش ﻫﺎي آﻣﺎري ﻣﺸﺨﺺ ﻣﯽ ﮔﺮدد ﮐﻪ:1- رﺳﺎﻧﻪ ﻫﺎ در آﯾﻨﺪه ﺑﺎ ﺷﺮط ﺟﺎي ﮔﯿﺮي در ﺷﺒﮑﻪ ﻫﺎي اﺟﺘﻤﺎﻋﯽ زﻧﺪه ﺧﻮاﻫﻨﺪ ﻣﺎﻧﺪ و اﯾﻦ ﻧﻮع ﺳﺮوﯾﺲ ﻫﺎ از IPTV و OTT ﺳﺒﻘﺖ ﻣﯽ ﮔﯿﺮﻧﺪ 2- ﻣﻮﻓﻘﯿﺖ رﺳﺎﻧﻪ ﻫﺎي ﻣﺒﺘﻨﯽ ﺑﺮ IP ﺑﺎ ﻣﺸﺎرﮐﺖ ﻣﺮدﻣﯽ در آن ﭘﺮوژه ﻫﺎ ﺑﺎ ﻣﻘﺎﺻﺪ ﺳﻮدآوري ﻣﺎﻟﯽ و اﻗﺘﺼﺎدي اﻣﮑﺎن ﭘﺬﯾﺮ اﺳﺖ 3- ﺗﻮﺳﻌﻪ زﯾﺮﺳﺎﺧﺖ ﻫﺎي ارﺗﺒﺎﻃﯽ در ﮐﺸﻮر ﻣﻬﻤﺘﺮﯾﻦ ﻓﺮاﯾﻨﺪ اﺻﻠﯽ و ﻓﻨﯽ در ﻣﯿﺰان ﻣﻮﻓﻘﯿﺖ رﺳﺎﻧﻪ ﻫﺎي ﻣﺒﺘﻨﯽ ﺑﺮ IP ﻣﻄﺮح ﻣﯽ ﺑﺎﺷﺪ.

In today's media world, TVs and satellite TV and digital media do not burden the media, but media are linked with concepts such as IPTV, OTT, Mobile TV, and Social Network. On the other hand, the effectiveness of a new IP-based media is subject to various variables' calculations, including: developing communication infrastructure, increasing the quality of audio and video, easy access to content, the accuracy and quality of content data, the number of visitors, The ability to engage the contact with the manufacturer, the performance of the content business model, the profitability of the service, and so on. The collection of these variables in this article is titled with the CMV or media content variable, and attempts have been made to identify CMV variables with the help of research findings from superior strategists in this domain. The following is a BSC or Balanced Scorecard approach, which is one of the standard modeling and strategy development tools. In BSC, four financial issues, customer satisfaction, internal processes, and development are presented as key parameters that we present by inserting CMV variables into quadruple parameters, implementation, and strategy approaches in the form of a conceptual model. According to this conceptual model, a questionnaire consisting of 20 questionnaires elicited from this field is presented and ultimately determined by statistical methods: 1. Media in the future will remain alive with social networking requirements, and these types of services will overcome IPTV and OTT. 2- The success of IP-based media with popular participation in those projects with the potential for financial and economic profitability. 3. The development of communication infrastructure in the country is the most important and technical process in the success rate of IP-based media.