چکیده:
Promoting positive attitude towards an innovation and having it accepted by people is the goal of any innovator. In the recent years Iranian national TV has tried to attract more audience in competition with other media by digitizing its channels and improving the quality of its programs. This research aims to explore the attitude of the people of Nurabad in the province of Lorestan towards digitization of Iranian TV channels and the increase in their number. Regarding the innovational improvement of Iranian TV we tried to answer the following questions: do the benefits coming with an innovation explain people’s attitude toward that innovation? Is this attitude affected by their personal traits? We used survey research as the methodology and using Cochran’s method we found 384 people as a representative sample of all adults living in the city who are over 15 years old. Our sampling method was integrative and synthetic and the sample was chosen by quota multistage sampling. For data gathering we used a questionnaire made by the researcher. A number of professors and scholars confirmed the validity of the questionnaire and its reliability was confirmed by Cronbach's (alpha) which resulted 0.74. Descriptive results of the research show that 67.8 percent of the audiences had a positive attitude towards digitization of the network and their increased number. Analytical results of the research indicate that there were significant relations between the attitude of the audiences toward an innovation and their level of religiousness, their liking of the Islamic Republic, credibility of the Iranian national TV in their minds, the success of the local TV programs, their level of knowledge, advantageousness of the innovation, the experience of previous use of the innovation, the visibility of the results of using the innovation. There were no significant relations between factors such as age, gender, level of education, and socio-economic class of the respondent and also their access to the satellite channels. Regression analysis showed that 46 percent of the changes of the dependent variable can be explained by the independent variables.
خلاصه ماشینی:
Audience attitude towards the digitalization of television networks of the Islamic Republic of Iran Alireza Hosseini Pakdehi* Seyed Abbas Asadi Mallah Khan ** Date received: 2015.
Research Objectives The objectives of this research are: 1) To identify the attitude of the people of Nurabad city towards the digitalization and increase of IRIB networks, 2) To identify the advantages and disadvantages of this innovation and their impact on shaping the attitude of the studied audience towards it, 3) To identify the personal characteristics (age, gender, marital status) and the socio-cultural characteristics of the audience, such as religiosity, socio-economic status of the audience, etc.
Research Question Main Question: What is the attitude of the people of Nurabad city, Lorestan, towards the digitalization of the television networks of the Islamic Republic of Iran Broadcasting (IRIB) and the increase of these networks, and what are the factors related to their attitude?
0 According to frequency distribution table number 2, in terms of the level of respondents' attitude towards digitalization and network expansion, out of the total 394 surveyed individuals, the highest proportion belongs to a positive attitude with 54.
Table 5 – Results of Kendall's tau-c test (Relationship between research independent variables and the type of audience attitude towards digitalization and network expansion)1 Independent Variables Kendall's tau-c test value Significance Level Respondents' age group 0.
Conclusion and Recommendations Based on the research findings; digitalization and network expansion have been almost successful in creating a positive attitude toward this innovation and subsequently maintaining the positive attitude of the audience toward the Islamic Republic of Iran Broadcasting.
(
, 
, 
)
