Audience engagement as a competitive advantage in public television: Case of gamification use in IRIB IPTV

Abstract

Islamic Republic of Iran Broadcasting (IRIB), as the pervasive and exclusive nationwide broadcasting service in Iran, recently started to lunch the IPTV to provide new services for its demanding audiences. Such decision to be successfully implement, requires high amount of financial resources, as much as technical ones. One of the major concerns of strategic decision makers was to increase audience engagement with IPTV, and Gamification is considered to be one of the techniques associates with audience engagement. The present study using the Delphi method (in three rounds) and documentary research trying to identify services that have the greatest potential Gamify as well as identify capabilities Gamification to increase audience engagement with the IPTV. In continues to be tangible capabilities identified, have tried using depth interview, expression examples of effective use of the capabilities. To achieve the main goal in this study, in the first step, was required identify services that have the greatest Gamification Capability. Therefore, in the second round of Delphi and according to expert’s opinion among more than 35 main service of IPTV, 12 services were selected. In the third and final round of Delphi, researcher has tried to identify the capabilities of Gamification to increase audience engagement with the IPTV. So among the 24 Gamification Capabilities by expert’s opinion the 13 Capability such as Levels, Badges and etc. were selected. At the end of the study has tried using interviews with Gamification experts, efficient examples of the use of Gamification Capabilities to engage the audience with the IPTV were expressed.