After the restoration of independence from Azerbaijan in 1991, the "South Azerbaijan Policy," which envisioned unification [within the framework of an independent state] of the newly formed republic with the Azerbaijani-populated provinces of northern Iran, was officially pursued by the government of Abulfaz Elchibey. From the time Heydar Aliyev took office (1994) until the Second Nagorno-Karabakh War, the Azerbaijani government distanced itself from this issue and did not allow South Azerbaijani activists to enter the country so as not to strain its relations with the Islamic Republic of Iran.

After the Second Karabakh War, diplomatic relations between Azerbaijan and Iran became quite strained and remain difficult even today. After Iran conducted large-scale military drills on the Iranian-Azerbaijani border, opened an Iranian consulate in Kapan, Armenia, and Armenian Foreign Minister Ararat Mirzoyan announced an Armenian consulate in Azerbaijani-habited Tabriz, Azerbaijan’s rhetoric against Iran became more aggressive, both in the media and at the official level.

Beginning in November, deputies of the Azerbaijani parliament, other officials, state TV channels, and public or state agencies began to bring the issue of "South Azerbaijan" [Azerbaijanis call northern provinces of Iran inhabited by ethnic Azerbaijanis with this term] into the political arena. There were also some unverified reports by Azerbaijani news outlets that leaflets with pictures of the President of Azerbaijan have been spread in Tabriz, Ardabil, and other cities of Iran.

On November 8, people in Baku celebrated Azerbaijan's Victory Day with the flags of Azerbaijan, "South Azerbaijan," Turkey, and the Organization of Turkic States flag. It is important to note that police did not intervene with the people with the "South Azerbaijan" flag despite the fact that showing such symbolics was not allowed before that. Furthermore, activists from the city of Goshachay in the Azerbaijani Province of Iran placed the flag of Azerbaijan in front of the monument to Qasem Soleimani, an Iranian military officer who served in the Islamic Revolutionary Guard Corps.

On November 7, the news anchor on the Azerbaijani channel Khazar [Caspian] greeted the Azerbaijanis on both sides of the Araz River, referring to the Azerbaijani ethnic population living in the north of Iran. "Good evening Azerbaijan from both sides [of the Araz river]. From now on, we also welcome South Azerbaijan. Previously, we did not use the words 'South Azerbaijan' or 'South Azerbaijanis' in order not to offend Iran. We said, 'Azerbaijani Turks living in Iran.' But the mullocrat regime has made so many provocations against us that we now have to call everything by its proper name," she said.

On November 5, Iranian Sahar [morning] TV prepared a special report on the recent controversies between Azerbaijan and Iran. The presenter of the Iranian channel stated that Ilham Aliyev's accusations were also reflected in Azerbaijan's media. Thus ugly charges were made against Iran. The presenter interviewed pro-Iran MPs of Turkish origin in the Iranian Parliament and tried to find out their opinions on this issue. Ruhollah Muteffakirazad said, "The Turks in our country are one of the people who love the country. The role of the people of Tabriz and Azerbaijan [Azerbaijan province of Iran] is huge in the Iranian revolution."

Another MP, Seyid Ali Mousavi, said, "We are Iranians, and we are proud of our country. Some raise their voices against us, and we cannot remain silent." Another MP, whose name was not shown on screen, stated: "We will not tolerate those people who speak negative words against our state." The second Iranian MP, whose name was not released, said they should not be deceived by the Zionist regime.

After that, the presenter said: "We are Turks, but we are Iranians. The deputies said this ended the separatist accusations from Azerbaijan."

Also, the head of the Southern Azerbaijan National Awakening Movement (SANAM), Mahmudali Chehregani, spoke on all Azerbaijani TV stations, including ARB TV on October 31, Ictimai TV [state-owned] on November 3, AZTV, Azerbaijani State Television on November 4, Khazar TV on November 5. Chehregani slammed Iran in his speech. Notably, he was denied a visa to Azerbaijan numerously not to worsen relations with Tehran. But now he is the most prominent figure in Azerbaijani television.

Moreover, Azerbaijani State Television also displays videos about literature and the history of "South Azerbaijan," meanwhile showing the "South Azerbaijani" map on the TV shows.