Multi-Screen Media Consumption and Strategies Ahead
Subject Areas : Media ManagementOmid Jahanshahi 1 , Vahid Aghamohseni 2
1 - دکتری مدیریت رسانه، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران
2 - دانشجوی دکترای مدیریت رسانه، دانشگاه تهران، تهران، ایران
Keywords: Television, multi-screen, television consumption, Social media, media organizations,
Abstract :
In this descriptive study, we have tried to investigate the evolvement of the media industry from the perspective of changes in media consumption specially television consumption. Thus, by reviewing the current and emerging situation of media industry and the growth of new tools and social media, their impact on TV consumption is addressed. This impact that is shown in the form of multi-screen media consumption is obvious in developed countries, but the global trends clearly indicate that this trend is emerging in developing countries as well, which will gradually be highlighted among the people with increasing Internet penetration and development of new tools. Therefore in this paper we described the new phenomenon of "multi-screen media consumption" along with the concept of social television consumption. Afterward the Strategies of some media organizations in dealing with this emerging phenomenon have been checked. In hope that describing the emerging situation in television consumption help to develop a new audience studies in Iran and to alert IRIB media managers to face this emerging phenomenon. As the purpose of environmental scanning in the media industry is helping decision-makers to prepare the media organization for the upcoming trends.
