Evaluation of selected sports television programs in Iran based on program branding framework

Subject Areas : Media Management

Hossein Zare ¹ , Vahid Shojaei ^{2 *} , Mohammad Hami ³ , Bahare Soleymani Tapesari ⁴

1 - Department of Sport Management, Sari Branch, Islamic Azad University, Sari, Iran
2 - Department of Sport Management, Faculty of Humanities, Islamic Azad University, Sari Branch, Sari, Iran
3 - Department of Sport Management, Sari Branch, Islamic Azad University, Sari, Iran
4 - Adib Mazandaran Institute of Higher Education

Received: 2020-05-02 Accepted : 2022-03-12 Published : 2021-07-23

Keywords: sports television program, program branding framework, Media branding,

Abstract :

The purpose of this study was to evaluate selected sports television programs in Iran based on the program branding framework.In this evaluation study, which was applied and based on comparing different dimensions of selected television sports programs with the indicators of branding of television programs, 164 individuals consisting of media experts as well as sports managers responded voluntarily to a researcher-made questionnaire consisting of 39 questions.Findings from the descriptive data categorized showed that most of the selected television programs (75%) had a mixed approach to their activity.There is a significant difference between program of Varzesh va Mardom and with programs such as 90, Football E Bartar and Kavosh in terms of the impact of media branding, but the difference between other television sports programs is not significant, although differences between averages are evident.The results from the Friedman test showed that there is a significant difference between the preference of the selected sports television programs based on the media branding model. By explaining that the the program 90, Football E Bartar, Kavosh, Video Check, Sport 2, Dayere Ye Talaei, Volleybal +, and Varzesh va Mardom had the highest brand value respectively.The overall conclusion of this study is that in the branding process of television sports programs, different components such as program approach and vision, program quality, management factors, and contextual factors must be considered, as the lack of attention to each these factors and their subsets of subsets simply cause serious damage to the program.

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