Suggesting a Media Mainstreaming Process Pattern for IRIB

According to scholars and activists in the field of culture and sociology, Iranian society has many cultural and social problems, or optimistically, it needs growth and development in many social and cultural components, and the role of the media institution in this growth and excellence seems essential.Media streaming is one of the necessities of the national media to resolve the cultural and sociological issues of the Iranian society. Therefore, the aim of the current research is to help the role of the Sedavosima organization in solving this problem by designing a model of the media streaming process for the TV of the Islamic Republic of Iran.In order to achieve the goal of the research, the Grounded Theory (GT) method has been used; Therefore, this research is a qualitative research in terms of the type, method and nature of the data. Research data was obtained through in-depth interviews with fifteen experts. The interviewees were purposefully selected according to their organizational position, university education and experience related to the research topic. The resulting data were analyzed through three stages of open, central and selective coding with the help of MAXQDA software and were classified under eleven sub-categories and three main categories including the conditions of the media streaming process, the strategies of the media streaming process and the consequences of media streaming and for the streaming process Five main steps and one auxiliary step were extracted.