Preparing a strategy for management (Al-Masar TV)to improve its performance based on the model SWOT model (analytical study)

The purpose of this research is to identify the realities of media institutions in Iraq by choosing the satellite network of the space route (Al-Masar TV) as a model and criterion for the development of media institutions in Iraq, through the use of quadruple analysis SWOT is for examining internal and external environments. The most important goals of this research includes knowing the strengths, weaknesses, opportunities and threats for the channel and finding strategic alternatives (media strategies, administrative strategies, competitive advantage strategies) to improve the performance of employees in the channel, develop work and achieve a competitive advantage over other channels. This research is based on the analytical descriptive approach and the data is collected by distributing (301) questionnaires among the workers in the channel and by conducting in-depth interviews with the upper and middle parts, and then statistical processing of the data, using the statistical analysis system (SPSS.25) and this research achieved the most important possible results.

The administrative structure of the channel includes six departments (administrative and financial, management of various programs, news management, technical management, public relations, production and broadcast management), which the channel has analyzed the weaknesses of these six departments and among the most important weaknesses (weak budget, finances and low salaries, lack of expert staff, lack of modern technologies, etc.) and strengths which were coherent management organization, attraction of target audience, credibility of news reports, strengthening of channel credibility, production of many successful programs; Among the strengths are the opportunities provided by the large fan base and the wide coverage area. Regarding the threats, the lack of government support from the executive and legislative bodies, as well as the increase e in the number of competitors in the media field and the difficulty of controlling spectrum frequencies are indicators.

This study uses analysis recommends SWOT as a developmental system for media organizations, as it reveals weaknesses in them and then also give remedies.