A system dynamic model for effectiveness on the Broadcasting viewers and their satisfaction and loyalty (Case Study: IRIB Education Channel)

Today television is one of the most important tools for leisure humans and this has increased the Influence of this media in determining the attitude and lifestyle of people. Entry and expanding the use of satellite receivers in the country have been caused a serious competitive atmosphere between broadcasting and cross-border networks and the necessity and importance of planning to increase the quality of programs for broadcasting executives have confirmed. The purpose of this study is providing a model for increase efficiency on television viewers and gain their satisfaction and loyalty. For this purpose, the system dynamics approach for analyzing dynamic and complex feedback systems has been used to achieve a comprehensive model for television broadcasting. By running the model obtained under different scenarios on one of these channels (IRIB Education Channel) we have analyzed the impact of different policies for the future success of the channel. The results show that policies to increase the competitiveness and integration of ancillary programs alongside the original network approach can increase network efficiency and attractiveness and the level of satisfaction and loyalty of its viewers. Also it prevents loss of audience and gradually caused growing number of them.