Future Scenario Planning of Iranian Sports Media

Omrani, Saeid; Yektayar, Mozafar; Khodamoradpor, Mozhgan

doi:10.30473/jsm.2022.64146.1624

Document Type : Research Paper

Authors

¹ Ph.D. Student in Sports Management Department, Hamadan Branch, Islamic Azad University, Hamadan, Iran

² Associate Professor, Department of Physical Education and Sports Sciences, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran

³ Assistant Professor, Department of Physical Education and Sports Sciences, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran

https://doi.org/10.30473/jsm.2022.64146.1624

Abstract

The present study was conducted to forecast the future of the country's sports media through scenario planning. The methodology employed is scenario-based planning, which is structured and implemented in eight steps. Data collection was qualitative, utilizing interviews, expert panels, and Delphi surveys. Twenty experts with specialized knowledge or practical experience were purposively selected as participants through snowball sampling. Additionally, Micmac software and Scenario Wizard were used for data analysis.
The findings are presented in two parts. The first part involves identifying and categorizing key components, drivers, and related uncertainties. Five main drivers were identified: changes in sports media content, updating sports media content based on community needs, community needs assessment regarding sports media content, training of human resources and specialists in sports media by educational and academic centers, and the development of a comprehensive program for qualitative development of sports media. The relationships and interactions among these components were analyzed.
The second part describes possible and feasible scenarios based on the identified drivers and uncertainties. It was found that out of two proposed scenarios, only one (Scenario 1) is in a promising condition. Scenario 2, on the other hand, is in a critical state. The analysis suggests that by changing and updating content, training human resources, and developing a comprehensive sports media program, improvements in the future of sports media can be expected.
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Keywords

Main Subjects

Sports Media

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Communication Management in Sport Media

Future Scenario Planning of Iranian Sports Media

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References

Volume 12, Issue 1 - Serial Number 45
November 2024
Pages 135-149

Future Scenario Planning of Iranian Sports Media

References

References

Volume 12, Issue 1 - Serial Number 45November 2024Pages 135-149

Volume 12, Issue 1 - Serial Number 45
November 2024
Pages 135-149