Roghaieh Alimohammad - Ph.D Student, Department of Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
Mastoore Ezzatzadeh - Assistant Professor, Department of Media Management, Tehran Gharb Tehran Branch, Islamic Azad University, Tehran, Iran
Seied Abdollah Sajjadi Jaghargh - Assistant Professor, Department of Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
Afsaneh Mozaffari - Associate Professor, Department of Communication Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran

Purpose: The current research aims to develop a model for digital transformation within the virtual space of the Broadcasting Organization in accordance with increasing the functionality of the virtual space among the audiences. Due to the lack of a model in this field in order to benefit from it, this research aims to extract the components of the model using the thematic qualitative method or theme analysis.Method: The statistical population includes ۱۵ experts in media management and virtual space. To measure reliability, intra-subject agreement method (reliability between two coders/evaluators) was used to determine the reliability of the texts, and the reliability coefficient obtained for all three interviews and the total reliability coefficient was (۰.۸۷), surpassing the minimum acceptable threshold of ۰.۷, confirming the reliability of the codings and the interviews.Findings: The findings indicate that the model requirements consist of ۶ main categories, ۹ sub-categories, and ۳۸ sub-categories essential for creating digital transformation and enhancing the interaction of the Islamic Republic of Iran's radio and television with the virtual space. The main categories of the model encompass content production, comprising six main components: content production (with six indicators), opportunities and threats (with ۱۱ indicators), strengths and weaknesses (with ۱۳ indicators), digital transformation components (with five indicators), platforms of introduction (with seven indicators), and consequences of digital transformation (with four indicators), totaling ۴۶ indicators.Conclusion: The results show that establishing a favorable interaction in the virtual space and new media by creating a digital transformation in the national media is effective in attracting the audience and improving the performance of the national media and ensuring the satisfaction of the stakeholders.

Broadcasting Organization of the Islamic Republic of Iran, digital transformation, Interactive model, National media, Virtual space