Enhancing the Journalist’s Customer Experience in the Saudi Entertainment Industry: A Framework to Evaluate and Improve Digital Media Portals

Abstract

This study addresses journalists’ needs in the Saudi entertainment industry. It suggests ways to automate journalists’ regular practices in the entertainment industry by analyzing their needs. A mixed-method study was conducted following explanatory sequential design. First, we published a 26-item questionnaire to journalists and media agencies to obtain their insights regarding the portal using two channels: Emails and WhatsApp. This phase was undertaken to measure (n=988) journalists' user experience on Virtual Media Center (VMC), then discuss points of development with the public relation team through the interviews. A customized version of the user experience questionnaire was crafted to measure a 12 usability scales. This phase was followed by a series of semi-structured interviews. Results indicate that VMC demonstrates a high level of hedonic and classic quality. Qualitative analysis indicates that the most important overarching theme for the VMC portal is ease of use. Virtual media centers portals have to be very easy and convenient to use for it to be the hub of information and a sustainable reference for journalists and media agents. These portals have potential to replace and automate all practices of the media center if it is advertised in advance and constantly evaluated to allow for constant improvement.