The aim of this research is to identify the factors affecting the performance evaluation of the education and training system for strategic cultural managers of the national media. The current research method is qualitative and exploratory. The statistical population of this research included executive and knowledge experts with a background in teaching media management or researchers in the field of educational systems and performance evaluation, who were finally interviewed semi-structuredly based on certain criteria, prioritization, and theoretical saturation. The process of analyzing the interviews was based on the grounded theory method of the Glaser approach. Based on data analysis, 29 primary concepts were categorized into 6 subcategories and 2 main categories. The performance evaluation indicators of the education and training system for strategic cultural managers of the national media include two quantitative and qualitative categories, which are: improving the financial performance of the national media, improving audience and program statistics, changing the transformational management attitude, behavior and insight required of a media manager, knowledge and information related to the media industry, and cultural maturity and its implementation ability. This research showed that fulfilling the mission of the national media in the present era faces many challenges, and the system of training managers for high-level positions in this organization must have quantitative and qualitative indicators to evaluate its performance so that it can survive in the domestic and foreign media market by creating a competitive advantage for trained human resources.