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在电视媒体的商业化生存竞争中,收视率作为“晴雨表”的作用日益凸显。电视在收视率语境下,理应寻求经济效益和社会效益的平衡点,实现二者的双赢而非“零和”。绿色收视率作为解决之道由此提出。对于绿色收视率,专家见仁见智。笔者就如何解读收视率的“绿色”给出了自己的理解,并就如何打造绿色收视率体系进行阐述。一、也说绿色收视率收视率指在一定时段内收看某一电视节目的人数(或家庭数)占受众总人数(或总家庭数)的百分比。它对媒体意味着“是生存还是死亡”的大问题。商业化生存的媒体其盈利是通过“二次销售”来实现的:第一次售卖是媒体向受众推销信息,在这个市场上,收视率是衡量绩效的重要指标;第二次售卖则是媒体向广告商推销受众,时段价格和利润
In the television commercial survival competition, the ratings as “barometer ” role has become increasingly prominent. Under the context of ratings, television should seek a balance between economic and social benefits and achieve a win-win situation rather than a zero-sum. Green ratings as a solution to this. For green ratings, experts have different opinions. The author gives his own understanding on how to interpret the “green” of ratings and elaborates on how to build a green rating system. First, it also refers to the green ratings ratings refers to the number of people (or households) in a given period of time watched a television program as a percentage of the total audience (or the total number of households). It means to the media whether it is “survival or death”. Commercial survival of the media its profit is achieved through “second sale ”: the first sale is the media to the audience to sell information, in this market, ratings is an important indicator of performance measurement; the second sale then Is the media to advertisers sell audience, time the price and profit