Factors Influencing Branding of Sports-Based TV Programs in Iran

Television is one of the most important elements of the global communications industry. This super-media, which consists of various channels and programs, has severely affected the lifestyle of most people. The purpose of this study was to identify factors affecting branding of sports-based television programs in Iran. In this correlational study, which was conducted in an applied method with an exploratory factor analysis approach, 164 people included media experts as well as sports management who had sufficient knowledge about visual and auditory media, as the research sample, responded voluntarily to the research made questionnaire consisting of 39 questions related to the issue, which was confirmed by the study of related books and articles, and its face and content validity as well as its reliability were confirmed. Findings from exploratory factor analysis showed that 4 factors were identified as factors affecting the branding of sports-based television programs in Iran:  Program approach, contextual factors, implementation quality and program content. The overall result of the study showed that most of the effective variables in the branding of television sports programs are under the control of broadcasting managers that with a strategic planning in this area can pave the way for the development and productivity of branded television programs.Television is one of the most important elements of the global communications industry. This super-media, which consists of various channels and programs, has severely affected the lifestyle of most people. The purpose of this study was to identify factors affecting branding of sports-based television programs in Iran. In this correlational study, which was conducted in an applied method with an exploratory factor analysis approach, 164 people included media experts as well as sports management who had sufficient knowledge about visual and auditory media, as the research sample, responded voluntarily to the research made questionnaire consisting of 39 questions related to the issue, which was confirmed by the study of related books and articles, and its face and content validity as well as its reliability were confirmed. Findings from exploratory factor analysis showed that 4 factors were identified as factors affecting the branding of sports-based television programs in Iran:  Program approach, contextual factors, implementation quality and program content. The overall result of the study showed that most of the effective variables in the branding of television sports programs are under the control of broadcasting managers that with a strategic planning in this area can pave the way for the development and productivity of branded television programs.