TV and Sport in Daily Life (An Analysis of Linking Media and Sport in Iran)

The link between sport and media as a cultural and commercial relationship requires proper management for both industries. Because of live broadcast and the possibility to view images, TV has a greatest impact on the link between media and sport. Due to the exclusivity of TV in Iran and its central role in active life of the public, it requires an investigation into ways that can place TV at the service of sport participation (with attractions). This does not diminish from the importance of high levels (professional sport and championship sport). Taking into account the active role of sports audience, this study reviewed the relationship between sport in audience's daily life and TV sports programs. This study used an analytical approach and data were collected by interviews with the audiences of sports programs. Gender segregation was considered in data analysis and the role of television in the sporting life of women and men was described in details. Results showed that existing condition of TV played no specific role in defining and shaping the lives of individuals in terms of participation and physical activity, but the audience might play a role in planning and scheduling TV sport programs and existing broadcast.