Results of a study: Television has degraded the tastes of the audience but is still popular

According to Fars News Agency’s cinema correspondent, the online meeting “Assessing Iranian Cinematic Taste” (Analysis of National Survey Findings) was attended by Mohammad Rahmati, Vice President for Technology Development and Studies of the Cinema Organization, Azam Raoudrad, Faculty Member of Tehran University, Baharak Mahmoudi, Allameh Tabatabai University Faculty Member And Mohammad Rezaei, the scientific supervisor of the survey, was organized by the Research Institute of Culture, Art and Communication.

Ravad Rad said in this meeting: I have always been asked why the taste of the audience of Iranian cinema is low and when comedy films are screened, they always steal the lead from serious films. I saw the role of television in this research and I believe that television has degraded the taste of the audience; Even for cinema audiences. Because they watch more movies on TV. Alternative media such as satellite networks and Internet systems are also involved, but the role of television is more prominent, because it has a general audience, but alternative media have a specific audience.

He added: “In the study of measuring the cinematic taste of Iranians, films and serials have come under the same title, while I believe that the audiences of these two should be separated.” More than 5,000 people were interviewed, and according to the findings, more than 80% of people over the age of 15 in Iran are movie and TV series audiences.

“According to this study, more than 90% of movies are watched on TV,” he said. After television, cinema has 22% of the audience, followed by Internet systems. Among people who go to the movies, the comedy genre is the first choice, followed by family movies.

The faculty member of the university stated: According to this research, the highest rate of watching movies and TV series is through television, so it can be said that television is one of the main tasters in Iran. Therefore, it is necessary for television not only to broadcast movies for entertainment, but also to pay attention to the issue of taste.

“82% of respondents watch movies and TV series,” Rawdrad said. Before reading the results of this survey, I thought that there was no local Arab television for the audience, but we saw that in 1400, television was still the main source for watching movies and TV series. One reason is cheapness and availability. Of course, the use of television does not mean the exclusion of other media, they also watch media from satellite networks and Internet platforms, so perhaps this coincidence led us to think that television no longer has an audience.

* Television is still a popular medium

“The taste of art is to know small things, that is what makes it great,” said Baharak Mahmoudi, a faculty member at Allameh Tabatabai University, citing a quote from “Adam Gapnik” in his book Meet an Imaginary Friend. So knowing the little things makes sense to the taste. Therefore, instead of “cinematic taste” in the title of the research, we could say the visual taste of the Iranian audience.

He added: “This study proved that the assumption that television is out of date and we are facing a generation of No TV is wrong.” Thus, television continues to function as an ideological apparatus, offering its hidden ideological implications to the audience through films and serials.

This researcher refers to 16% of people in this study who do not watch movies and series at all. These people are usually older and less educated and are not members of any social network. All they see on TV is the news.

“Taste is debatable,” he concluded.

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