the study persian satellite channels consumption pattern among women from qaemshahr "

current study basically aims at exploring the motives behind watching persian satellite channels among female audience in city of qaemshahr. participants are 263 female audiences from qaemshahr which were selected based on purposive sampling. the research method employed here is survey, and a researcher-developed questionnaire was used to collect data, one-sample t-test, anova, and friedman tests were conducted to analyze the data. the findings show that the audiences watch satellite channels mainly for entertainment, general knowledge, social, and political reasons. however, the predominant pattern was to watch programs with entertainment contents (such as movies, tv shows, music). furthermore, demographic characteristics of the participants (age, and educational level) affected their media use so that satisfaction from programs with entertainment content was high among all age groups. the findings also suggest that using the satellite channels to obtain general knowledge and information had a positive relationship with audiences’ educational level. on the other hand, watching satellite channels programs for social needs had a negative relationship with audiences’ educational level, while there was a positive relationship between the audiences' educational level and their tendency to watch programs with critical and political contents.