Strategic communication studies

Strategic communication studies

Designing the management model of Iranian media platforms based on artificial intelligence (Case of study: Netflix and Filimo)

Document Type : Original Article

Authors
yousof hodaie 1
Nazanin Malekian 2
Akbar Narollahi Kasmani 2
1 PhD student in Media Management, West Tehran Branch, Islamic Azad University, Tehran, Iran
2 Associate Professor, Department of Cultural and Media Studies, Central Tehran Branch, Islamic Azad University, Tehran, Iran
10.22034/rcc.2025.2046148.1180
Abstract
Abstract
Considering the presence of about 500 platforms in the country and the lack of success of most of them in various dimensions, the necessity of designing a management model for Iranian media platforms based on artificial intelligence with two domestic and foreign media giants ( Filimo and Netflix) has been studied with a mixed research method using a qualitative and quantitative approach. The statistical population consisted of 18 experts in the qualitative section and 384 users of Filimo and Netflix media in the quantitative section. In the qualitative section, the foundation data method was used to identify the main and sub-categories of the research, and in the quantitative section, the structural-interpretive modeling method was used to identify the causal relationships between the main categories. The partial least squares technique of the presented model was validated. Finally, with the structural-interpretive modeling method , the final model was presented. The results indicate that the public and social infrastructure of the Minister of Data and Software Construction, the laws and regulations of the country, in terms of using technology, managing the experience and satisfaction of users, analyzing and solving management challenges by systems based on artificial intelligence, have an effect on the support and support of the government. Sanctions on international communications and financial limitations. They have an impact on the management of Iranian media platforms. Finally, based on intelligent advertising Machine learning and data science and marketing strategy by artificial intelligence technology lead to an operational efficiency approach in Iranian media platforms, increasing the number of audiences and users, economic development of the media, the country's position in the media market, and finally, the strategic challenges and weighting of the criteria were addressed and ranked.
Keywords
management of Iranian media platforms
artificial intelligence
Netflix and Filmo

Subjects

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Strategic communication studies
Volume 4, Issue 4 - Serial Number 14
Winter 2025
Pages 111-126

  • Receive Date 24 November 2024
  • Revise Date 23 January 2025
  • Accept Date 29 January 2025