Management of religious media and its approach toward audience

Choosing an appropriate approach toward audiences by media decision-makers and producers is one of the most issues in media management. Media managers must recognize their relation with the audience so much so that they act aptly and coherent in their productions. In audience literature there are three opinions regarding this relationship: prescriptive, customer oriented, and friend oriented. Applying a descriptive-analytical method, this research tries to briefly explain these approaches and distinguish their relation with divine teachings and present the acceptable approach for a religious media. Findings show that the first two approaches are not in line with Islamic teachings; friend oriented approach is supported by religious teachings .