عنوان مقاله [English]
The importance of creativity and innovation on one hand and meeting the needs of the audience on the other hand in a television programming are two basic elements that planners have turned their attention to them. The success of a program or modifying its brand is summarized in a phrase, "audience, his growth and development through the production of a rich cultural content - the value in the national media." Therefore, the purpose of this study is to present a conceptual structural modeling of branding along with entrepreneurial marketing in the television program market. For this purpose, the literature and the subject matter of the subject were first investigated and analyzed using themes and influence of those factors were extracted. Using interpretive structural modeling, according to industry experts and professors in this field (8 academic experts and 13 industrial experts), television branding model was designed. In order to select the experts in the interview, the snowflake sampling method was used. The research results show that the model includes 14 components of the television branding. In addition, the results indicate that the brand has been influenced by marketing and satisfaction and loyalty of the audience.