The Position of Audiences in news policy making

Today media audiences and users have many options to choose because of development of technology as well as the diversity in mass media. Media managers do everything to attract people attention in addition media tries to identify their audiences as the main factors to impact on their users.This paper studies the position of audiences in news programs and the importance of audiences in news policy making. The in-depth interview has been used in this paper in order to answer this question: where is the position of audiences in the news policymaking? And what is the opinion of communication teachers as well as media expertise about the best image of audiences in news policy making? Five main and secondary which has been answered by communication teachers as well as media expertise has been considered as follows: 1.what is the method of news policy making? 2. What is the importance of using communications theories in news policy making? 3. What is the characteristic oftoday audiences? 4. How is the media's image of audiences? 5. How important are the sociology and psychology of news audiences in news policy making? Finally some solutions are presentedfor using effective communications with audiences in Iran; during this crucial situation,Iranian audiences are the target of western media productions.