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我国现有各类电视台近3000家,进入社会和家庭的电视机有2.8亿多台。如同报刊的发行量、电影的上座率,电视的反馈也有个量化标准——收视率。随着电视事业与市场经济的同步发展,看重收视率,进行收视率的竞争,开始成为各家电视台之间竞争的焦点,也是同一电视台内部各个栏目之间的竞争焦点。国际上盛行的电视收视率调查,在我国起步很晚。至今,国内从事收视率调查的大小机构约有107家,其中规模最大、全年监测的是中央电视台下属的央视调查咨询中心。电视台自己给自己做收视率调查,其客观、公正性让人半信半疑。对同一电视节目的收视率统计,不同调查机构提供的数据时常“打架”。收视率调查真的“信不信由你”吗?1997年底,我国省级电视台都有频道“上星”播出,收视率的竞争将波及全国。收视率调查能否防止出现操纵、歪曲数据等问题?怎样进入规范化的调查运作?
There are nearly 3,000 television stations of all kinds in our country and more than 280 million televisions entering the society and the family. As the circulation of newspapers and periodicals, movie attendance, and television feedback also have a quantitative standard - ratings. With the simultaneous development of the TV business and the market economy, the emphasis on ratings and the competition for ratings have become the focus of competition among TV stations and the focus of competition among various sections of the same television station. The prevalence of television ratings survey in our country started very late. So far, the size of the domestic agencies engaged in the survey of the ratings of about 107, of which the largest, the annual monitoring of the CCTV CCTV investigation and counseling centers. Television stations to do their own ratings survey, the objective and fair people dubious. For ratings on the same TV show, data provided by different agencies often “fight.” Ratings survey really “believe it or not” it? By the end of 1997, China’s provincial television stations have channels “on the star” broadcast, competition ratings will spread to the whole country. Can the ratings investigation prevent problems such as manipulation and distortion of data? How to get into the normalized investigation and operation?