The market for VOD audiovisual media, with the expansion and prevalence of the use of digital technologies in Iran, has had considerable growth, and home video networks now offer users and audiences a diverse range of content. On the other hand, after years, VOD audiovisual media have been able to break the monopoly and ritual status of the IRIB (Islamic Republic of Iran Broadcasting) organization from two perspectives, production and programming capacity and production personnel such as actors, and consequently this has also had its effects on audiences' consumption and consumption pattern. Although home video in Iran, over its not very long life, has so far had a long story and has at times been the target of criticism and at times a place of praise, so far no serious opinion polling and social assessment has been conducted about them, and apart from a few limited reports from a few home video network (VOD) platforms, no comprehensive research in this field from the audience perspective about these media has been conducted. Nevertheless, the success and prominence of some series and audience reception show that these media are on a path of spread in Iranian society, and a view of this phenomenon from the standpoint of the cultural and creative industries from the audience's angle of vision can be fruitful. For this reason the article "Social assessment of Iranian VOD audiovisual media among Persian Twitter users" has examined this subject from three aspects: thematic analysis, sentiment analysis and computational social science. Social assessment of VOD audiovisual media among users can bring to light valuable data about this industry and be used by practitioners, policymakers, critics and consumers of these media.
VOD audiovisual media; from popularity to opposition
Thematic analysis of VOD audiovisual media among Persian Twitter users, on the basis of the frequency of topics raised, shows that these media have received users' attention from 6 aspects: the dark sides of VOD audiovisual media, IRIB supervision of VOD audiovisual media, the prevalence and popularity of VOD audiovisual media and the factors affecting it, filtering and closure of VOD audiovisual media, the presence of actors in VOD audiovisual media after autumn 1401 (2022/23), and the purchase of VOD audiovisual media subscriptions.
1. Dark sides of VOD audiovisual media: VOD audiovisual media have been criticized by users from various angles such as violation of the intellectual property of foreign content, dependence on foreign governments and promotion of Western thinking and symbols, inappropriate advertising and marketing, lack of independence and governmental dependence, weak infrastructure and servers, and failure to provide adequate services.
2. Prevalence and popularity of VOD audiovisual media and the factors affecting it: Home video media have led to the advancement of the series-making industry in Iran, and series such as The Frog, Zakhm Kari, Poost-e Shir and so on are leading examples of this. The presence of capable and famous actors in series, the multiplicity and diversity of content such as series, feature films - domestic and foreign -, anime, documentaries, educational masterclasses, cartoons and so on on VOD audiovisual media have to a large extent been able to provide user satisfaction. Also new dubbed or subtitled foreign content and its appropriate censorship for use by VOD audiovisual media is another advantage that has played a role in their popularity.
3. IRIB supervision of VOD audiovisual media: This development has been accompanied by various and contradictory reactions. One group considers IRIB supervision of VOD audiovisual media as causing the stopping of harmful, unacceptable and norm-breaking content on the home video network (VOD) and a positive act for the future progress of the VOD audiovisual media industry. But in contrast, another group of users, pointing to IRIB's conflict of interest with VOD audiovisual media and the unexpert nature of this decision, consider IRIB supervision as causing the decline and even closure of this industry and the media active in it. They have predicted that SATRA (audiovisual media regulator) supervision will cause a decrease in the audiences of VOD audiovisual media and also an increase in the audiences of satellite channels.
4. Filtering and closure of VOD audiovisual media: Most users' reaction to the filtering and closure of VOD audiovisual media is protest and negative. But among them a group of users, pointing to the necessity of action by the relevant institutions and officials in this field against violators and citing instances of these violations, have supported dealing with violating VOD audiovisual media. Most users believe that VOD audiovisual media such as Filimo, Namava, Filmnet and so on, with the beginning and the path they have taken, have today been able to a large extent to remove Persian-language satellite channels from the cultural consumption basket of Iranian households and replace them. These media are returning consumption and media authority to inside the country. For this reason, filtering, closing and shutting down VOD audiovisual media will cause the return and increase of audiences to satellite channels.
5. Presence of actors in VOD audiovisual media after autumn 1401 (2022/23): A group of users believe that celebrities who supported and accompanied the unrest of autumn 1401 (2022/23) should not be allowed to appear in the series and programs of VOD audiovisual media, and these media should not give production teams permission to use these actors. Also from a different viewpoint, the presence of actors in VOD audiovisual media after the events of autumn 1401 (2022/23) has been regarded as alignment with the government, and actors who have worked in the programs of VOD audiovisual media have been criticized. It seems this theme is more rooted in the Twitter social media environment, which is heavily affected by political events and incidents.
6. Purchase of VOD audiovisual media subscriptions: If we look at VOD audiovisual media from the angle of economic issues, purchasing a subscription is the most important topic that has been referred to. On this topic two different views are raised: the first view emphasizes or recommends that consumers purchase a subscription and obtain an account for VOD audiovisual media and not use illegal routes. But the second view, with surprise at the purchase of VOD audiovisual media subscriptions by subscribers and by introducing routes for illegal download, has given no importance or value to the subject of subscription and obtaining an account and is even opposed to it. Examining and investigating these views can help reform users' consumption pattern and the economic success of VOD audiovisual media.
VOD audiovisual media positive or negative?
VOD audiovisual media have been analyzed in general, and the sentiment analysis covers all of Iran's VOD audiovisual media. Extraction of sentiments or opinions from within texts has been carried out using artificial intelligence. The findings show that 59 percent of users' stance toward these media is negative and privative, 39 percent have a positive and affirmative stance, and only 2 percent have a neutral stance.
Weaknesses and strengths of VOD audiovisual media
Given that users' sentiment analysis alone cannot show the weaknesses and strengths of Iranian VOD audiovisual media, for this reason, by combining thematic analysis and sentiment, the weaknesses and strengths of VOD audiovisual media have been stated.- Negative stance (59%):
Dark sides of VOD audiovisual media)66%)IRIB supervision of VOD audiovisual media (18%)
Presence of actors on VODs after autumn 1401 (2022/23) (12%)
Filtering and closure of VOD audiovisual media (3%)
Purchase of VOD audiovisual media subscriptions (1%)
- Positive stance (39%):
Prevalence and popularity of VOD audiovisual media (46%)Filtering and closure of VOD audiovisual media 29%)
IRIB supervision of VOD audiovisual media (22%)
Purchase of VOD audiovisual media subscriptions 3%)
- Neutral stance (2%):
IRIB supervision of VOD audiovisual media (100%)
Filimo's unmatched lead in attracting audience attention
Using computational social science and data mining, the amount of attention to each VOD (meaning the number of tweets about them) has been determined, and using the sentiment analysis method the amount of positive, negative or neutral stance toward each one has been calculated. Based on the findings, the "Filimo" platform, by a considerable margin relative to "Filmnet" and "Namava", has been able to attract the most user attention. It is worth noting that the amount of attention is given relatively and on a 100 percent basis.
Conclusion
This research has examined the status of Iranian VOD audiovisual media among Twitter users. By exploring patterns of interaction, sentiments and thematic priorities in Twitter discourse, the researchers have obtained valuable insights into the impact and importance of VOD audiovisual media. These findings help various stakeholders such as policymakers, content creators, researchers and consumers who seek to understand the complex dynamics between VOD media and social platforms.It also appears that studies on other dimensions of the social assessment of VOD media, including the role of influencers, the effect of cross-platform interactions and the effectiveness of regulatory measures for the VOD audiovisual media industry in Iran, can help the progress of the home video network (VOD).
Machine-translated from Persian by Namafar; the Persian original is authoritative. Read the original in Persian