Corporate Media Entrepreneurship in Public Service Broadcasts: An exploratory Study of IRIB use of External Innovations - Nbr. 34, January 2019 - Revista AD-minister - Books and Journals - VLEX 798249173

Corporate Media Entrepreneurship in Public Service Broadcasts: An exploratory Study of IRIB use of External Innovations

Author:Seyed Mehdi Sharifi - Datis Khajeheian - Kobra Samadi
Position:Assistant professor at the department of business management in faculty of management at University of Tehran - Assistant Professor of Media Management in the Faculty of Management at University of Tehran - M.Sc student of Media Management in the Faculty of Management at University of Tehran
Pages:93-110
SUMMARY

In the age of Web 3.0 and abundance of user generated content, large media organizations are faced with the challenge of creativity. Their internal sources of creativity are limited and they face with many innovative ideas that are presented in social media freely and widely. For this reason, use of external sources of innovation is a key challenge for large media organizations, and particularly... (see full summary)

 
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93
AD-MINISTER
ABSTRACT
In the age of Web 3.0 and abundance of user generated content, large media organizations are faced
with the challenge of creativity. Their internal sources of creativity are limited and they face with
many innovative ideas that are presented in social media freely and widely. For this reason, use of
external sources of innovation is a key challenge for large media organizations, and particularly for public
service media. This research addresses the challenge of IRIB, the Iranian public service broadcast, to
acquire external sources of innovation. Theoretical framework of this research has been taken from
the theory of efficient media markets, that proposes large organizations have advantage in resources,
small enterprises on innovation, and facilitators on contracting. A series of interviews with selected IRIB
managers conducted, and analysis of these data showed IRIB has no systematic approach to benefit
from users’ innovation to address the problem of scarcity of creativity. Some practical suggestions have
been provided for IRIB in particular, while several of them might be generalizable to some other large
media firms. The findings of this research contributes to corporate media entrepreneurship and how it is
fostered by Web 3.0 and social media.
KEYWORDS
Media Entrepreneurship; Corporate Media Entrepreneurship; Creativity, Public Service Broadcast, public
service media, efficient media markets, IRIB
Corporate Media Entrepreneurship in Public Service
Broadcasts: An exploratory Study of IRIB use of
External Innovations
Emprendimiento corporativo de medios de comunicación en las transmisiones público de
radiotelevisión: Un estudio exploratorio del uso de innovaciones externas por parte de IRIB.
SEYED MEHDI SHARIFI
DATIS KHAJEHEIAN
KOBRA SAMADI MASHHADI
JEL: M, M, O
Received: 12/09/2018
Modified: 13/01/2019
Accepted: 16/03/2019
DOI: 10.17230/ad-minister.34.5
www.eafit.edu.co/ad-minister
1 Assistant professor at the department of business management in faculty of management at
University of Tehran. His area of interests are news management, Television journalism, Human
resource management in Creative industries and communication theories. ORCID: https://orcid.
org/0000-0002-6320-8111. Email: sharifee@ut.ac.ir
2 Assistant Professor of Media Management in the Faculty of Management at University of Tehran.
He has served as a Visiting Lecturer in the Centre for Communication, Media and Information
Technologies in Aalborg University of Denmark as well as Berlin University of Digital Sciences. Datis
has a PhD in Media Management and an MA in Entrepreneurship with a specialty in New Venture
Creation. Focused on media entrepreneurship as his main area of interest. He is Head of the special
interest group of ‘Emerging Media Markets’ in the European Media Management Association (EMMA)
and founding Editor-In-Chief of Journal of Media Management and Entrepreneurship (JMME). He has
authored numerous articles in English and Persian and has served in editorial roles of several academic
journals. ORCID: https://orcid.org/0000-0001-9913-3732. Email: Khajeheian@ut.ac.ir
3 M.Sc student of Media Management in the Faculty of Management at University of Tehran. She
has articles in persian on human resource in the creative industries; new media policy; Analysis of
news agencies. His favorite research field is Media Co-creation; Media Entrepreneurship and External
Innovations. ORCID: https://orcid.org/0000-0002-1894-4187. Email: Kobra.samadi@ut.ac.ir
AD-minister Nº. 34 january - june 2019 pp. 93 - 110 · ISSN 1692-0279 · eISSN 2256-4322
Seyed Mehdi Sharifi · Datis Khajeheian · Kobra Samadi Mashhadi
Corporate Media Entrepreneurship in Public Service Broadcasts: An exploratory Study of IRIB use of External Innovations
94
AD-MINISTER
RESUMEN
En la era de la Web 3.0 y la abundancia de contenido generado por los usuario, las grandes organizaciones
de medios se enfrentan al desafío de la creatividad. Sus fuentes internas de creatividad son limitadas y se
enfrentan con muchas ideas innovadoras que se presentan en las redes sociales de manera libre y amplia. Por
esta razón, el uso de fuentes externas de innovación es un desafío clave para las grandes organizaciones de
medios de comunicación, y en particular para los medios de comunicación públicos. Esta investigación aborda
el desafío de IRIB, la empresa pública transmisiones de radiotelevisión iraní, de adquirir fuentes externas de
innovación. El marco teórico de esta investigación se sido tomado de la teoría de los mercados de medios de
comunicación eficientes, que propone que las grandes organizaciones tengan ventajas en los recursos; las
pequeñas empresas, en la innovación y los facilitadores, en la contratación. Se realizó una serie de entrevistas
con gerentes seleccionados de IRIB, y el análisis de estos datos mostró que IRIB no tiene un enfoque sistemático
para beneficiarse de la innovación de los usuarios para abordar el problema de la escasez de creatividad. Se
han proporcionado algunas sugerencias prácticas para IRIB en particular, mientras que varias de ellas podrían
ser generalizables a otras grandes empresas de medios. Los hallazgos de esta investigación contribuyen al
emprendimiento corporativo de medios de comunicación y cómo se fomenta en la Web 3.0 y las redes sociales.
PALABRAS CLAVE
Emprendimiento de medios; emprendimiento corporativo de medios de comunicación; creatividad, radiotelevisión
pública, medios de comunicación públicos, mercados de medios de comunicación eficientes, IRIB
INTRODUCTION
Media industry, like other creative industries, strongly depends on creativity (Malmelin
and Virta, 2016; Dwyer, 2016; Mills, 2016; Virta and Lowe, 2017). creative content is
the cornerstone of success of media firms, and in a hypercompetitive industry, the
role of creative content becomes more determining (Dekoulou and Trivellas, 2017).
Advances is communication technologies and technology convergence has made
the media industry hypercompetitive and some new players entered to the field. “In
2013, annual revenue of major media companies (with their parent conglomerates)
were just 77.5% of what technological companies such as Netflix, Facebook, Apple,
Google and Amazon have earned in the media market (249.69 Billion USD vs. 322.1
Billion USD).” (Cunningham et al., 2015:141). In such a though competitive industry,
that media organizations need to compete with technological firms, use generated
content are also another serious challenge. Technology made the equipment
inexpensive so that individuals with a laptop and portfolio of software can act like
a small studio of media content production and Social media enabled the users to
share their products easily and widely (Khajeheian et al, 2018). In such competitive
environment, media companies in general and public service broadcasts in particular
have a dicult time to survive and to accomplish their missions.
Van den Bulck et al (2018:11-12) point on three fundamentally important
challenges of public service media in the age of networked society and new media:
1) the mentality of mass media that is rooted in the broadcasting heritage, 2) the
focus on domestic media services and lack of globalization, 3) the strong and
increasingly influential push back from commercial media. McElroy and Noonan
(2018) studied the digital innovation in public service media in the country of wales.

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