Why did the national media need to change?
According to a Fars News Agency radio and television correspondent, following the appointment of “Peyman Jebli” as the head of the Radio and Television Organization, “Ardeshir Zabolizadeh”, the director of Iran Kala Network, wrote a text entitled “Why did the National Media Organization need to change?” He has appeared in the national media, the full text of which you can read below:
Why did the national media organization need to change? Because we live in an age of disunity. Today is not the same as yesterday. Our age is an age of environmental change. Now, whether these changes are social, political or economic, we live in these changes. If the media wants to remain steadfast, it must respond appropriately to these changes. Therefore, the Supreme Leader of the Revolution, in addition to the decree of the new head of the organization, (national media, a university to raise the level of public awareness and knowledge, and a place to face the hostile waves of distortion and harassment, and a sanatorium for everyone to enjoy the beauty and Art is a place to spread hope and joy in the public space of the country. Cultural guidance, strengthening the spirit and sense of national and revolutionary identity, promoting the Islamic-Iranian lifestyle, and increasing national solidarity are among the priorities that should be promoted by promoting human capital and Qualitative growth of programs and taking advantage of the initiative and achieve it by working around the clock, God willing.)
With a deep look at this, we find that the national media as the largest media in the country and perhaps the Middle East, if it fails to address these changes, will lose the opportunity to continue to succeed and survive. Therefore, in view of this important issue, the necessity and importance of change in media organizations, especially the national media, shows itself more.
When there is a need for change in an organization, it means that this change must change everything that is different from its past. The national media no longer needs slogans but needs innovation within the discourse of the Islamic Revolution. An innovation that leads to the adoption of new ideas for the Broadcasting Organization and reflects the effective changes in this medium. Of course, it should be noted that not all changes lead to innovation. The melting of traditional ideas, beliefs and behaviors and the establishment of new values and the establishment of new systems and the adaptation of the national media to the latest phenomena will lead to change.
Innovative organizations are organizations that respond to changing the needs of stakeholders, changing the skills of competitors and changing the morale of people in society, and rethink the form and manner of their products and transform themselves. Change in the organization is the process of change and transformation that occurs in the behaviors, structures, policies, purposes or outputs of some units of the organization. (Hansen, 1991, 330)
Now, if we look at radio and television from the perspective of a media organization, then our view of the audience also changes.
In this situation, the position of the audience to the customer changes and then gaining his satisfaction in the framework of a university to raise the level of public awareness and knowledge, more attention is paid than before.
If we look at Sada-e Vasima from the perspective of a media organization, then we come to the conclusion that due to the competitive nature of the surrounding space, we should have a sanatorium for everyone to enjoy the effects of beauty and art, and a place to spread hope and joy. It should be in the public space of the country, so that the audience does not choose other media.
If we look at Sada-e Vasima as a media organization, then we understand that in order for this organization to survive and continue, it has to change and adapt to the existing conditions and to bring about a hostile wave of distortion and harassment, and to accept a competitive atmosphere. Take advantage of new media mechanisms.
The national media must strengthen its agility and ability to respond quickly and successfully to environmental changes. Because with the birth of new and modern media, whether in the field of broadcasting or broadcasting, the media are facing increasing pressure to find new ways of efficient competition in the dynamic global market.
Today, the national media in the face of the huge attack of these modern and emerging media that have lined up as a media bloc against the Islamic Republic and the culture, spirit and sense of national and revolutionary identity, Islamic-Iranian lifestyle, and national solidarity, the Iranian nation with all Media tricks have attacked. In order to neutralize and create shocking responses, it is necessary for the media to achieve the qualitative growth of content programs within the framework of the discourse of the Islamic Revolution by using capable, media-savvy, efficient and creative internal forces and round-the-clock efforts.
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