عنوان مقاله [English]
The purpose of this research is to analyze the book program as a routine distributed program on the TV of the Islamic Republic of Iran in the field of books and reading. The reason for choosing this program is its goal of making entertainment and in introducing and promoting the book. The statistical population of the study is all the distributed programs in the first chapter of the Ketab Baz(128 programs) that was collected through the Nasim Network website. The method of research is qualitative content analysis and the data collection tool is a researcher-made checklist. The results of the study showed that the use of Intimate atmosphere, which connects the concept of third place and also the use of a variety of entertaining approaches can be effective in introducing the book and promoting reading. Using known people and expressing their experiences in reading books and introducing effective books by them can invite people to reading.